|
The new movie run is set to feature numerous Ford Mustangs that have been modified by Roush. Although the cars have been modified to look quite different, fans of the iconic muscle car can’t wait to see what they have in store. This represents the company’s first debut in movies, despite their long standing as a premier modifier and creator of custom automobiles.
The company decided to participate after filmmakers told them that Run will be very similar in content to Bullitt, the 1968 film starring Steve McQueen that forever cemented the Mustang’s status as America’s muscle car. The 10 minute long chase scene in the movie is still considered to be one of the best chase scenes of all time. Run will be directed by John McTiernan and will be released in theaters later this year. Filmmakers have referred to the film as basically a 51 minute long car chase.
In addition to this big news, Roush also confirmed that they will be producing a new third line of automobiles. Although the company has remained mum on whether this means they will be modifying Toyota’s and the like, the company would only state that they do plan to focus on foreign brands for this third line.
John G. Clark, the manager for communications and motorsports at Roush commented, “It probably will be a totally different brand name (that has) nothing to do with Roush." Clark acknowledged that the market for their Ford truck modifications has slowed quite a bit, necessitating a move beyond their current plans in order to keep the company moving forward into the future.
Although they produced more than 2,000 custom vehicles last year, rising gas prices have made their Ford Truck custom line move a little slower than normal. Clark noted, "When gas hit $3 a gallon, truck sales really stopped. The performance truck market has slowed. We understand in order to continue our sales trend, we need to look beyond Ford.”
The company isn’t entirely giving up on Ford however. They plan to launch a new Ford Truck custom model that will be intended for fleet use and will use propane. Clark stated, "The advantage is that propane is a cleaner fuel and it offers fleets a 50-cent-per-gallon tax credit.” Upcoming regulations that will make it harder for automakers to keep producing trucks with large engines may make these modifications even more popular.
The company is also working on developing a line of electric vehicles and has a lot planned for the future. Although they don’t want to alienate their customer base, which is made up primarily of men, they do see the need to make changes in order to survive the current economic climate. Clark mused that the average buyer is getting a Roush as a toy, not as a daily drive to work kind of car, which makes it a little more difficult to maintain sales in an economic downturn. However, their plans to expand their operations should keep Roush going for quite some time.
Discuss this Article
|
|
