Ford Aiming for ‘Visceral’ Mustang Marketing
Some things just kind of sell themselves. The Ford Mustang has thrived as one of the most beloved vehicles on the planet for nearly 55 years based on its commanding presence and innate desirability, something that has been reinforced with countless appearances in film, television, and throughout all facets of pop culture. Because of this baked-in connection to Americana, Ford doesn’t seem overly concerned with marketing the Mustang through conventional television commercials.
“Mustang has been in thousands of movies and games and television shows,” Jim Owens, performance marketing manager at Ford, told The Street. “What we like to do for our advertising and marketing is to actually get people to be behind the wheel of the car to feel that visceral performance that this vehicle can deliver.”
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What that means in practical terms is that Ford is emphasizing encouraging engagement via demonstrations and road tests. Because the appeal of the Ford Mustang is largely experiential, introducing potential customers to the Mustang through hands-on experience is seen as being as effective and beneficial as television marketing.
“You need to come in and see it, enjoy, sense it, and see how it makes you feel, because it’s going to make you feel differently than it’s going to make me feel,” Owens said.
The Mustang effectively becomes the sole remaining car in Ford’s lineup with the decision to axe all traditional four-door sedans, including the Fiesta, Focus, and Fusion. Ford appears to be considering leveraging the popularity of its Mustang as a means to flesh out its lineup more in the years ahead, with a Mustang Hybrid and Mustang-based fully electric performance SUV confirmed and a four-door Mustang rumored to be in the offing.
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News Source: The Street
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