Pony Promotion: From Retro to Metro...

[David Burkart]

Anyone who remembers the glory days of the pony car, when race-grade consumer customization was just becoming popular, remembers the excitement surrounding the almost weekly developments from Ford. The announcement of Iacocca’s GT Equipment Team, Shelby signing on, Hertz’s 350 H and Boss 302—all tickled the nostalgic nerves of consumers while generating a fervor that the American auto industry is rarely able to produce.

As the classic vision shifted—for better or worse— to a modded Pinto all the way to a New Edge model (whose name implied its departure from the traditional), enthusiasts began to gather with their own platform groups. The community, still strong, lost its centralized infatuation that it expressed in the years following the Mustang’s introduction. Then 2005 rolled around.

With the S197’s retro-styling, Ford noticed immediate results. The automotive press went wild with comparisons of the 1965 Ford MoCo and the company in 2005. As the styling changed, so did the response from consumers. A certain buzz now surrounded shows. What kind of retro tributes would Ford and its enthusiasts come up with next?

But while Ford has been consistent in issuing 40-year throwbacks to every facet of its company, that retro buzz is losing momentum. The GT 350 H was invigorating and reissues under Shelby’s colossal repute doused the community in ecstasy. But people are beginning to ask: “What’s new?”

In the past few months, the corporate faction has responded. For the past few years, Ford has relied on major aftermarket companies for extensive upgrade packages under the hood. But in August, the first Big 3 Performance Mustang was released, boasting an impressive 650 horsepower.

Later in August, Carroll Shelby opened the first factory-authorized Shelby mod shop in the world. While the shop’s prestige will likely come from its name and not the actual hands of the 84-year old legend, its certainly significant as an advancement from Shelby's team.

But are we getting desperate? The company’s promotional choices have left the automotive ring and entered the happy-go-lucky impulse buyer market. I’m not sure where it started, but when I glanced at a headline that read, “Download a Mustang GT,” referring to the option to drive the sporty pony in The Sims 2 videogame, I knew I smelled something fishy.

Alas, it wasn’t fish I smelled—it was lavender, ginger and lemon. The folks at Ford have recently ventured with a company whose emblem you probably won’t find on the back of a pony car or even a bumper sticker: Estee Lauder. That’s right, after 42 years of waiting, Mustang enthusiasts can now drench themselves in scents of amber, tobacco and cedarwood before hitting the road. If that’s not “strong, confident, and driven” as the company proclaims it to be, I’m not sure what is. Coming soon: Stang-scara: because every enthusiast’s lashes should curve as much as the road ahead.

All jesting aside, we are proud of the blue oval for making advances in other demographic markets. Perhaps a potential Stanger who’s never heard of a Cobra R will head to a Ford dealership after driving one in a videogame. Until that time, when a videogame’s intensity requires earplugs and a cologne’s scent requires a helmet, we’ll be waiting in our driveways for the next development.

[David Burkart]

Here's a press release

http://www.forbes.com/businesswire/f...4005529r1.html

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Shelby Auto Chooses Tasca Automotive Group as First Factory Authorized ''Mod Shop'' in the Northeastern US
08.24.07, 5:10 PM ET

Drag racing pioneer Bob Tasca and the performance experts at Shelby Automobiles have joined forces to offer high performance versions of current generation Shelby and Ford Mustangs. On Saturday, August 25, 2007, Carroll Shelby and Bob Tasca, Sr. will announce that Tasca Automotive Group will open the first authorized Shelby mod shop at its Cranston, R.I., facility this fall during a celebration at the dealership.

"No one understands the value of 'win on Sunday, sale on Monday' more than the Tascas," said Carroll Shelby, founder of Shelby Automobiles. "I've been friends with the Tasca family for many years and my team shares their passion to race hard and win. Bob Tasca, Sr. was instrumental in helping me forge a relationship with Ford Motor Company early in my career and his group has a rich performance heritage, so it was natural for Tasca Automotive Group to become the first factory authorized Shelby 'mod shop' in the world."

Authorized mod shops will support the Las Vegas Shelby factory and modification facility by offering packages that enhance the handling, styling and power of current generation V6 and V8 Ford Mustangs and Shelbys. Tasca's Shelby Mod Shop will offer Shelby "Super Snake" packages for the 2007 and 2008 Ford Shelby GT500, the Shelby CS6, CS8, and Shelby GT500 40th anniversary packages, as well as clothing, accessories and other packages. Each vehicle will sport an official Shelby badge denoting the origin of all modifications.

Tasca Automotive Group will also enhance Mustangs with authentic Shelby Performance Parts, increasing the performance one step at a time. Individual components will include upgraded brakes, superchargers, suspension components and cosmetic pieces such as hoods and fascias exclusively designed at Shelby Automobiles.

"The Tasca family works with winners, which is why we're gong into business with Shelby Automobiles," stated Bob Tasca. "We've conquered just about every drag racing event and his company has won every major sports car competition from LeMans to Sebring. Together, we'll give enthusiasts a way to put their genuine Shelby or Ford Mustang into the winner's circle. And these cars will be equally impressive on the street."

During the 1950s and 60s, many top drag racing teams relied on local car dealerships for support; few dealers have been more influential than Bob Tasca. Not only was he a significant drag racing driver sponsor and major contributor to the development of cars like the Ford Thunderbolt, he helped create the famed 428 Cobra Jet engine and lured NHRA Funny Car champ John Force away from GM to compete under the Ford banner.

Like Carroll Shelby, Mr. Tasca was inducted into the Motorsports Hall of Fame. He was also the recipient of the Bob Russo Heritage Award and the Time Magazine Quality Dealer Award. He wrote "You Will be Satisfied," which is now used as a textbook in more than 75 colleges and universities.

In 1994, the Tasca family returned to Providence to reopen the original Ford dealership. In just a few years, it became the largest-volume Ford operation in southern New England. The dealership has earned 15 consecutive Chairman's/President's awards in satisfaction from Ford Motor Company

"I'm thrilled to be working with the Tasca Ford team, who understand balanced performance, quality production and loves motorsports," stated Amy Boylan, President of Shelby Automobiles. "Now, Shelby enthusiasts in the Northeast can turn up the wick on their cars with Shelby programs at Tasca instead of sending their cars all the way to Nevada. Their local Mod Shop will have Shelby trained production specialists who know Mustangs inside and out, and are also experts in Shelby Performance Parts and packages."

The Tasca Automotive Group Shelby Mod Shop is scheduled to open in October 2007. Up to six other Shelby Mod Shops will be opened in key U.S. and international markets during the next year.

About Shelby Automobiles

Founded by legend Carroll Shelby, Shelby Automobiles, Inc., manufactures and markets performance vehicles and related products. The company manufactures authentic continuation Cobras, including the 427 S/C, 289 FIA and 289 street car component vehicles. The company has partnered with Ford Motor Company to build the Shelby GT, Shelby GT500 and Shelby GT-H, which are based on the current Mustang. For more information about Shelby Automobiles, visit www.shelbyautos.com.

[David Burkart]

And another...

http://www.mustangcologne.com/

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Press Release Source: The Estee Lauder Companies Inc.

Introducing Mustang - The New Fragrance for Men: Bold. Daring. Legendary.
Monday May 7, 6:00 am ET

Real Men Inspire and Drive Today's Fragrance Market
-- Available Nationwide Beginning July 2007 --

NEW YORK--(BUSINESS WIRE)--Aramis and Designer Fragrances, a global leader in the Prestige Fragrance industry and a division of a subsidiary of The Estee Lauder Companies, announces its partnership with Ford to introduce Mustang, a new men's scent that embodies the spirit of today's man: strong, confident and driven. Mustang, the new fragrance for men will launch in July 2007 to retailers nationwide and rollout to mass merchandisers and chain drug stores in August 2007.

Source: The Estee Lauder Companies Inc.
"We are so excited to be launching a fragrance with Mustang, an American icon that today holds international recognition and an undeniable established reputation. This fragrance will bring the Mustang man to life while remaining true to the core values and classic tradition of the Mustang brand," states Robin Mason, Vice President, Global Marketing for Aramis and Designer Fragrances.

The Mustang fragrance exemplifies the allure of the Mustang man - bold, daring and legendary. The cologne opens with the bright bold aroma of lavender, ginger and lemon. The heart of the fragrance, a fusion of pipe tobacco and cedarwood, evokes a daring ruggedness. The legendary masculine notes of amber, fir balsam and patchouli complete the fragrance, giving the scent an appealing aura for all men.

"Today's man has a presence that is strong and confident with an innate masculinity that does not go unnoticed. He's a guys' guy, yet is both modern and authentic," says Trudi Loren, Vice President, Corporate Fragrance Development Worldwide for The Estee Lauder Companies. "Mustang captures these qualities by infusing a blend of warm ingredients into a dynamic signature scent."

"Aramis and Designer Fragrances is a global leader in the industry and we are proud to partner with them. The fragrance they have produced will be a natural extension of the Mustang brand, which has been and continues to thrive as an aspirational American icon for over 40 years," states John Nens, Director, Global Brand Licensing, Ford Motor Company. "It is a great partnership when you can bring together two companies that are so strongly rooted in American culture as our two companies."

The bottle and packaging created for Mustang complete the vision of the new scent. The bottle is simple and sleek, but masculine in shape. It has a graphite cap and collar with a silver hot stamping and the Mustang Pony logo on the label. The outside packaging is a graphite metal reusable "Collector's Tin" with the iconic Pony logo.

Beginning in July 2007, Mustang, the new men's fragrance, will be sold in the U.S. The Mustang fragrance line includes: 1.0oz/30ml Cologne Spray (SRP: $20); 1.7oz/50ml Cologne Spray (SRP: $25); 3.4oz/100ml Cologne Spray (SRP: $32). The Mustang scent will also be available in a 3.4oz/100ml After Shave (SRP: $25).

Aramis and Designer Fragrances, a division of a subsidiary of The Estee Lauder Companies Inc. creates and markets fine designer fragrances and skin care under the Aramis and Lab Series names and under licenses for Donna Karan, Tommy Hilfiger, Michael Kors, Kiton and Missoni. The Estee Lauder Companies Inc. is one of the world's leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products. The Company's products are sold in more than 130 countries and territories under well-recognized brand names, including Estee Lauder, Clinique, Prescriptives, Origins, M--A--C, La Mer, Bobbi Brown, Tommy Hilfiger, Donna Karan, Aveda, Jo Malone, Bumble and bumble, Darphin, Rodan + Fields, American Beauty, Flirt!, Good Skin(TM), Grassroots, Sean John, Daisy Fuentes, Tom Ford Beauty and Coach.

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles in 200 markets across six continents. With more than 280,000 employees and more than 100 plants worldwide, the company's core and affiliated automotive brands include Ford, Jaguar, Land Rover, Lincoln, Mercury, Volvo, Aston Martin and Mazda. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.fordvehicles.com.

Mustang is one of the greatest automotive sales success stories of all time. Nearly one out of every two sports cars sold in the United States is a Mustang, and remains one of the hottest-selling cars in America. It's also America's best-selling convertible.