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As car makers attempt to appeal to an audience increasingly drawn to imports, personalize vehicles are starting to become more prevalent. Ford Motor Company is taking advantage of this trend and has set up a new division responsible for personalization which will be headed by Planning and Marketing Manager, Doug White and Vehicle Personalization and Accessories Manager, Kim Irwin.
In an attempt to appeal to consumers, Ford will be offering these personalization options to car owner’s right from the factory. This will save owner’s the step of having to first purchase the vehicle and then take it elsewhere to have it further customized to their wishes. Ford hopes that this will be a new step forward for the company, keeping precious sales with them instead of spreading it around to other companies.
The available options to personalize are quite varied and should appeal to a wide variety of consumers. For the Ford Mustang, car buyers will be able to get everything from custom wheels, spoilers, graphics and stripe kits to an entire appearance package. Other options include TripTunes Advanced, DVD headrests and body kits.
Mark Conforzi, who is Ford’s Chief Designer of Vehicle Personalizations noted, "Our mission is to deliver cool products and content, including Ford's "buzz" vehicle programs, special regional packages and technology features. These features are designed to enhance the vehicle in appearance, performance and overall experience."
He also mentioned that, "We're developing a wide range of very cool products which push the brand boundaries such as expressive, dimensional wheels for all our cars and trucks and accessories which enhance and emphasize the character of our vehicles. My responsibilities allow me to extend from the wide canvas which was created and deliver more products that customers want. The possibilities really are endless. With so many new emerging markets, it allows Design to cultivate ideas with efficacy and create new ways of visual communication."
Conforzi pointed out that several special models such as the Warriors in Pink Mustang and the California Special are already utilizing these principles in 2008. It is hoped that the company will be able to create specialized editions for a wide variety of interest groups in the future. He concluded, "Design has always been about moving forward and viewing tomorrow optimistically, however I honestly believe it's important acknowledge the past. Good examples of design combine a contemporary appearance and recognizes heritage as well. When you combine these two elements you not only create something inspiring, but with substance and longevity."
The new business unit is already helping Ford increase their sales. Since the unit began, the company has seen business double since 2006. It is hoped that in 2008, nearly 45% of all Mustangs sold will include personalized parts and accessories right from the factory. The new unit will also be working with engineers to develop entirely new models in the future.
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