A decades-old battle will soon re-ignite. What does it mean for Ford and its iconic Mustang?
It's not every day that a car can lay claim to having outlived its competition, but the Ford Mustang has resonated with the masses and achieved legendary status, finding success where so many others have failed.
Recently, Ford's rivals have announced plans to re-incarnate the Camaro and Challenger, and the Mustang is going to have a fight on its hands.
To help shed light on the American automaker's position regarding the upcoming battle, I recently spoke to Billy Rodrigues. He's the marketing plans manager in charge of Mustang. He spoke to me by phone from his office in Oakville, and talked about what makes a Mustang a Mustang, how it got to where it is now, and what the future might hold in light of the competition.
JP- The Mustang has outlived its competition, and most recently even the Camaro and Firebird were scrapped while Mustang sales kept right on going. Why do you suppose this is?
BR- Mustang is a one-of-a-kind North American Icon. The recipe has never changed. Mustang was--and still is--all about style, looks, performance and affordability. Passionate owners help the brand too, and on racetracks and in movies it's these enthusiasts that have helped keep the car alive with their pride and passion.
JP- What sort of brand loyalty is involved in a car like the Mustang. Do most buyers already own a Ford?
BR- Statistics back up the Mustang's "one and only" status. 60% of buyers didn't even consider something else--according to sales studies. Those shopping around most commonly check out the Mitsubishi Eclipse, Mazda RX-8 and Dodge Charger. Additionally, a JD Power study indicated that 22% of buyers have had a previous Mustang. Once it's in your blood, you have to get one!
The V6 is where it usually starts. It's a car that provides the aspirational image, look and feel. It's affordable performance. The GT Buyer, like the Z28 buyer, is a purist, after performance and the legendary status.
It's not every day that a car can lay claim to having outlived its competition, but the Ford Mustang has resonated with the masses and achieved legendary status, finding success where so many others have failed.
Recently, Ford's rivals have announced plans to re-incarnate the Camaro and Challenger, and the Mustang is going to have a fight on its hands.
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| Billy Rodrigues - Ford Mustang Marketing Plans Manager |
To help shed light on the American automaker's position regarding the upcoming battle, I recently spoke to Billy Rodrigues. He's the marketing plans manager in charge of Mustang. He spoke to me by phone from his office in Oakville, and talked about what makes a Mustang a Mustang, how it got to where it is now, and what the future might hold in light of the competition.
JP- The Mustang has outlived its competition, and most recently even the Camaro and Firebird were scrapped while Mustang sales kept right on going. Why do you suppose this is?
BR- Mustang is a one-of-a-kind North American Icon. The recipe has never changed. Mustang was--and still is--all about style, looks, performance and affordability. Passionate owners help the brand too, and on racetracks and in movies it's these enthusiasts that have helped keep the car alive with their pride and passion.
JP- What sort of brand loyalty is involved in a car like the Mustang. Do most buyers already own a Ford?
BR- Statistics back up the Mustang's "one and only" status. 60% of buyers didn't even consider something else--according to sales studies. Those shopping around most commonly check out the Mitsubishi Eclipse, Mazda RX-8 and Dodge Charger. Additionally, a JD Power study indicated that 22% of buyers have had a previous Mustang. Once it's in your blood, you have to get one!
The V6 is where it usually starts. It's a car that provides the aspirational image, look and feel. It's affordable performance. The GT Buyer, like the Z28 buyer, is a purist, after performance and the legendary status.
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