IMAGES: Available at www.media.ford.com.

SUMMARY:

• Launch of 2010 Ford Mustang customizer site allows enthusiasts to create their very own Mustang, choosing accessories, colors and decals to complement the all-new design
• A "community" customizer makes it possible for four people to work on the same virtual Mustang – chatting all the while about the style each wants – in real time
• The Ford Mustang is one of the most customizable cars in the world, with the 2010 model featuring 9,224 possible accessorizing combinations

CONTEXT / BACKGROUND:

The 2010 Ford Mustang – America's favorite muscle car for 45 years straight – is ready to be customized. In fact, as one of the most customized cars ever, Ford is making it easier for pony car lovers to create the virtual Mustang of their dreams. With never-before-used digital technologies, Ford has created a customizer site within the car's microsite at www.fordvehicles.com/the2010mustang. The site's design is meant to reflect what the Ford Mustang is all about: a classic design and a hard attitude, coming together to create a revolutionary automobile. One week after launch, almost 52,000 cars have been built with more than 16,000 of those saved into the site gallery. And more than 30 forums and blogs are sharing their own creations – all without a single dime put toward advertising.

DETAILS:

Customizing made easier and more fun than ever
The Mustang customizer site is not only fun, but it's also simple to use. Choosing parts, changing colors, determining the intensity of your burnout cloud – all of these interactions are designed to be fluid and easy. There are 239 assets in the customizer, and visitors can even choose the decals and the environments for their Mustang. Accessories available include wheels, decklids, spoilers and grilles. Within minutes, 10 vastly different looks can be created and saved as desktop wallpaper.

There are countless customizer sites out there, but the 2010 Ford Mustang customizer sets itself apart, largely because it's not designed to be a linear build and price experience, like most such sites are. Working with Wunderman/Team Detroit and Firstborn, Ford focused on bringing some fun back into dreaming up the ultimate Mustang.

Firstborn created a car customizer that would resonate with the target audience. A community customizer section is instrumental in doing just that. This multiuser mode lets four people work on the same Mustang in real time. Chat features create an even more social experience, and the gallery allows submitted Mustangs to be voted on by other users, with the winners displayed each week. Firstborn built the customizer section to facilitate multiple users in the same place, all customizing at the same time – thereby allowing users to watch others building their custom Mustang.

For those serious about making their custom car a reality, a downloadable PDF offers a detailed list of all the parts used to create that particular Mustang. The PDF is separated into three categories – Ford, aftermarket and concept accessories – and includes links to the applicable sites. The list of parts makes it easy to start a conversation with your local Ford dealer.

Spreading the word
When something like this hits in the Mustang community, word travels fast. Mustang enthusiasts have been buzzing with discussion in online forums, and customized Mustangs are even appearing in competitor vehicle forums.

One of the most customizable cars in history
The 2010 Mustang offers more performance and appearance options directly from Ford than ever before. With six accessories available right from the factory floor, 3,012 possible combinations available for order without accessories and 9,224 possible combinations with accessories (not including exterior and interior colors, and SVT), Mustang fulfills every consumer's desire. Options from trusted vendors like Roush and 3D Carbon only add to the countless ways to make Mustang yours.

QUOTES:

"Car companies have tried to create tools that let you simulate what a car might look like with various options. But those tools are typically limited to only what you can get from the manufacturer. Our customizer lets customers use Ford parts, aftermarket accessories and custom colors to come up with their own unique designs."

– Scott Kelly,
digital marketing manager

"Mustang owners want their car to stand out from the crowd and the 2010 Mustang provides the perfect base to work from. This tool is an exciting way to experiment and see the possibilities on how they can make a Mustang their own – and the response has been outstanding."

– Steve Ling,
North America car marketing manager

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About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 201,000 employees and about 90 plants worldwide, the company's automotive brands include Ford, Lincoln, Mercury and Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.