Over 50 years ago, in 1965, the Ford Motors Company was literally innovating on the edge – the edge of the Empire State Building in New York City. After much enthusiasm following the 1962 debut of its Ford Mustang model, the automaker sought to display one on the 86th floor of the Manhattan landmark. Engineers had to disassemble the white convertible and bring it up an elevator piece by piece. The stunt generated sales of over 1 million cars in the first 18 months of its existence. Dubbed an “American Icon” by many car enthusiasts, Ford Motors set the example for automakers in the late 20th century. Yet, in the early 2000s, it was no secret that the company had to overcome numerous missteps and face industry issues head-on. Ford’s incredible transformation over the past decade has been nothing short of inspirational. Following the company’s positive internal reconfiguration, Ford has announced a throwback marketing tactic powered by VR technology that continues to stand out from the competition.
In early April, Ford Motors Company announced a high-adrenaline virtual reality experience that transports individuals to the top of the Empire State Building where they can assemble a photo-realistic Ford Mustang sports car. The technology behind this immersive VR experience comes from Dassault Systèmes’ 3DEXCITE, powered by the 3DEXPERIENCE platform, which creates real-time, high-end visualizations for powerful product experiences. 3DEXCITE provides the tools for manufactures to reach their customers using cutting-edge visual and virtual technologies
Ford’s “Mustang over Manhattan,” in New York City, is an installation open to the general public that allows them to experience 1965’s iconic moment. This exhibit offers a complete virtual reality experience, which features a virtual Mustang in high-end 3D, being explored and assembled by each visitor in real time. City natives and tourists are invited to visit the 86th floor of the Empire State Building where they can put on an HTC Vive head mounted display and digitally immerse themselves in a virtual image of a Ford Mustang. According to Dassault Systèmes press release,
visitors begin the ascent to the top where they are guided to reassemble a Mustang that has been dissected into three parts, as Ford did in 1964 in order to physically place the Mustang on the building. Visitors then have a 360 degree view of Manhattan — one that includes a fully assembled, bright yellow Mustang. Users can also “walk out” on a narrow plank that juts over the edge of the building.
Ford’s innovative effort to bring new excitement around its iconic brand comes in response to growing competition from vendors who are increasingly offering cars designed with new transportation experiences in mind. Nowadays, it’s easy for anyone to go online or into a dealership to “customize” a car. Virtually building a car, on the other hand, is a fresh approach to marketing the Ford brand, which has been executed successfully. By inviting potential customers to physically experience something cutting-edge, Ford sets the precedent for the automobile market.
