LAS VEGAS � The Ford Mustang, America�s favorite muscle car, is also the most customized car in the $31.8 billion aftermarket industry, and there will be no shortage of polished-up ponies at this year�s SEMA (Specialty Equipment Market Association) show, which is being 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.�
But what really drives Mustang�s success is a universally shared desire among owners to make their steed unique, says Revier. �The Mustang is a �Look at me� car,� she said. �You don�t want to have the same Mustang that the guy down the street has. You want to stand apart.�
In an effort to feed customization-hungry pony car enthusiasts, 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, choosing colors and decals to complement the all-new design.
�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.�
The response has been overwhelming. 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.�
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.�
Ernie Bunnell, vice president of sales and marketing for 3dCarbon of Newport Beach, Calif., says his Mustang is unique because it is a modern-day version of 3dCarbon�s award-winning 2005 Mustang Boy Racer.
�We are introducing the 2010 Boy Racer � an evolution of styling from the old to the new,� said Bunnell. �With its bold, aerodynamic design, this vehicle is sure to turn heads.�
In addition to a 3dCarbon Boy Racer body kit, the red Mustang with white racing stripes features a front �E� grille, rear window trim, window louvers with gel decal inserts, headlight splitters and decklid spoiler � all created by 3dCarbon.
The official motto of Steeda Autosports, �Speed matters,� is most certainly reflected in the Steeda Mustang that will be on display at SEMA.
�The Steeda Q350 is embodied with the very soul of Mustang performance,� said Dario Orlando, president of Steeda Autosports. �It combines the dynamics and agility of a high-performance sports racer with the everyday practicality and comfort of America�s original pony car � all in one integrated package.�
The Steeda Mustang has an array of modifications, including a functional body kit with unique aerodynamic features, an upgraded street/track suspension system, numerous powertrain enhancements and a top-notch sport interior.
Ford Vehicle Personalization also will have a Mustang on display at SEMA. The vehicle, which features Ford Custom Accessories, sports a unique Carbon Black Metallic custom-colored exterior accented with satin gold 20-inch wheels and gold-tinted headlights and fog lamps. The interior continues the gold theme, with gold leather seat and door trim inserts, seat piping, steering wheel cover and shifter boot.
�Metallic gold is currently very much in fashion throughout the design world,� said Mark Conforzi, chief designer, Ford Vehicle Personalization. �There is a wide variety of modern gold finishes that can be seen in fashion apparel designs from Stella McCartney, Dior, Prada and Alexander McQueen. I would like to encourage gold finishes on our future products, in subtle and technical applications presented in a modern way.�
Source:Ford
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