Ford has opened the taps wide open on their promotion of the new 2015 Mustang, much like they did fifty years ago when they embarked on a marketing campaign that reached heights never heard of at the time. The 2015 Ford Mustang won't even be available to us mere mortals until fall, but they are pouncing on marketing initiatives that will expand their reach to markets both traditional and not so traditional. The company's iconic muscle car is simply everywhere.
Last week the new Ford Mustang made a splash at the New York International Auto Show, where the world's eyes were focused on the 50th anniversary edition, rendering rivals nearly invisible. Ford recreated it's 1965 stunt, where they somehow managed to display the Mustang from great heights- the 86th floor observation deck of the Empire State Building.
Also during the New York campaign, Ford Chairman William C. Ford II announced that a 50th Anniversary Limited Edition of the new Mustang will be available, however it will be limited to only 1,964 copies- that number commemorating the year of the Mustang's launch.
The new Mustang also secured some clever product placement by making an appearance in last week's episode of The Blacklist television show. The show is normally a bit on the cerebral side, but the Mustang's role brought a car chase scene to the episode. Not only was it part of the episode, but Ford conveniently aired a commercial half-way through, that drew on a significant plot twist that had occurred only moments earlier. The Mustang has been celebrated for years in TV and motion picture roles, first appearing in Goldfinger, as well as in The FBI television series aired in the late 1960's. The car is also featured as the hero car in the movie Need For Speed.
Ford is also tying the new Mustang's release to the fashion industry. In a "global fashion collaboration" the company is working with five top fashion designers, including Detroit's own Anna Sui to create "Mustang Unleashed"- a limited edition line of 15 Mustang inspired shirts.
Mustang has always had plenty of licensed products available for fans to purchase. Who hasn't seen a key chain or plastic model of a Mustang? Their branding reaches far and wide, even to consumer products like pool tables. Ford is getting more involved now though, eschewing simple licensing for co-branding opportunities.
This summer women can look forward to the OPI Ford Mustang collection of nail polishes, said to be designed to put the “pedi to the metal.” Hitting stored in July, the collection will include six shades including Race Red, Queen of the Road, and Girls Love Ponies etc.
Right from it's early beginnings in 1964, the Ford Mustang has held a place of high cultural relevance in the United States. The company seems to have a wide open field too- there are no other major product launches scheduled between now and the new Mustang's debut, certainly none with the same kind of star power, and major rival GM is suffering through some seriously bad PR at this time. We can expect to see the new Mustang everywhere during the next six months as the company commands nearly unparalleled levels of both consumer attention and media discussion.
By Linda Aylesworth - autoExpert.ca