Before the national broadcast of the “Mustang Inner TV” ad on Feb. 26 at the Daytona 500, Ford provided a sneak peek via a Google Hangout, on YouTube, as well as on the Mustang Facebook page. The product rather than the customer is usually the focus of traditional advertising. Companies are constantly on the lookout for opportunities to sell their product and to promote its performance, its benefits, and how lives are improved because of it.
Matt VanDyke, director of U.S. Marketing Communications, said, “Mustang owners are incredibly passionate about their car.” He explained that instead of simply showing its features and benefits, the new ad shows how the product is seen by people as “an extension of who they are.”
He added that the company thinks that everybody has an “inner Mustang just waiting to be unleashed.” Lee Jelenic, Ford Car Marketing Communications manager, said that the ad was made to work alongside the success of its Mustang Customizer and downloadable app, which enables any site visitor to create their own Mustang and choose from various colors, accessories and decals.
He said that those who own Mustangs are unique and independent and as such, they want their cars to reflect their personalities.
The Customizer site and this ad highlight this fact. Beginning in the fall, the website and application have been very popular. In fact, it resulted to the assembly of over 4 million digital Mustangs as well as a 62% growth in the Mustang Facebook community to 2.6 million fans from only having 1.6 million before the launch of the app.
So far, there have been over 200,000 downloads of the app. About 25% of Mustang digital customizations took place through the mobile application. Scott Kelly, Ford Digital Marketing manager, said that these figures prove the potential that it saw during the development of a social platform that allows Mustang owners to enjoy the brand, to interact and then to share.
The 2013 Ford Mustang sports a 5-liter engine that delivers 420 horsepower. To build this, the Ford team incorporated elements from several design studies and from the learnings they gained in developing the high-output 444-hp Mustang Boss 302.
You can specify a 6-speed SelectShift Automatic transmission for your new Mustang. This advanced control strategy gives you a choice between manual control and fully automatic operation. The system can be controlled using a selector button found on the shifter’s side. The new Ford Mustang’s shifter has been upgraded from the previous one with improved accessibility and a more modern style.
According to Tom Barnes, vehicle engineering manager for Mustang, this advanced control system allows you to drive an automatic on the track or whenever you want to drive sportier, as well as enables you to conveniently shift to manual control. He said that this is a significant improvement to their powertrain offerings as it allows the driver to take control.
Because of this capability, the Mustang experience has been made sporty yet smooth. And unlike the transmissions of some of the Mustang’s competitors, the SelectShift system does not second-guess you with an override shift. Plus, with SelectShift, manual control is really manually controlled.
Additionally, the GT Track Package, which is a new option, debuts for the 2013 Mustang for those who want to push the car even further on the track. The GT Track Package is available only for manual GT Mustangs that feature a 3.73 axle. It gives track enthusiasts an upgraded radiator, an engine cooler, performance friction brake pads, as well as a similar Torsen differential as that on the Mustang Boss 302. This package also includes everything currently offered in the Brembo Brake Package, including 14-inch vented front discs, summer performance tires, and unique 19-inch alloy wheels.