Customized Ford Mustangs to make strong showing at SEMA show in Las Vegas

October 27, 7:59 AMFord ExaminerMike Karagozian

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2010 Ford Mustang by 3dCarbon      Photo:  Ford Motor Company

Ford Mustang is America’s favorite muscle car and among the most customized car in the $31.8 billion aftermarket industry, according to a Ford Motor Company press release. This year’s SEMA (Specialty Equipment Market Association) show will be a showplace of Mustang power.  A large collection of customized Mustangs will dominate this year's show, which will be held Nov. 3-6 at the Las Vegas Convention Center.

“The Mustang is an iconic car,” said Melvin Betancourt, Ford SEMA design manager. “People always want to reinvent it, and everybody has an idea about what the next Mustang should be.”  According to Allison Revier, Ford Mustang marketing manager, much of Mustang’s popularity in the aftermarket is steeped in tradition. “Many fathers pass down their classic Mustangs to their sons to restore,” she said. “They form emotional ties to the car and create special memories.”
 

2010 Ford Mustang by Ford Vehicle Personalization     Photo:  Ford Motor Company

But what really drives Mustang’s success is a universally shared desire among owners to make their Mustang unique, says Revier. “The Mustang is a ‘Look at me’ car,” she said. “You don’t want to have the same Mustang the guy down the street has. You want to stand apart.”

Web site allows self-expression
Ford recently launched the 2010 Mustang Customizer at www.the2010Mustang.com, a web site offering an online experience that allows people to create their own virtual Mustangs. “Since we know the first thing customers do when they buy a Mustang is customize it, we wanted to show them everything they could do,” explained Revier. “Some of it is concept – changing colors and stripes – but the site also gives us a chance to showcase our Genuine Ford Accessories as well as other aftermarket parts.”

Overwhelming response
The response has been overwhelming. According to a Ford press release, in just two months, more than 1 million custom Mustangs have been built on the site. “The Mustang Customizer allows users to get closer to this new product, as well as connect to the brand in a creative way because they can truly make it their own,” said Adam Barrow, Ford digital marketing analyst. “Self-expression is what this brand is about.”.

2010 Ford Mustang by Steeda Autosports     Photo:  Ford Motor Company

 Self-expression is evident with the Mustang project vehicles on display at this year’s SEMA show, according to Revier. “They all look dramatically different, and that’s what I think is so great about it,” she said. “Everyone starts out with the same vehicle, but each aftermarket builder turns it into something completely distinctive.”

Photos:  Ford Motor Company Public Affairs

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