The Pink Car Comeback

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The Company:

Known around the world for developing the Model T, the first mass produced car in 1908, I'm choosing the iconic American automaker Ford Motor Company as the subject for my project. Though I have never owned a car made by Ford, I am familiar with the brand and can respect the legacy the owner has created. The Model T was made " to be affordable, simple to operate, and durable," and "allowed the world to move towards a more urban way of life (Ford Motor Company, n.d.)." By the early 1920's, "more than half of the registered automobiles in the world were Ford," with "more than 15,000,000 Model T’s built and sold (Ford Motor Company, n.d.)." Based out of Dearborn, Michigan, Ford is a great example of an American success story. It is a household name because its innovations have revolutionized how people live life. Being able to travel opens up so many opportunities. The company has had a great impact on our society and economy, so I'm excited to learn more about it through this research project.

The Product:


The product I am proposing is that Ford launches a limited time offering of pink paint for its Mustangs. This might fly in the face of the famous quote from Henry Ford, "Any customer can have a car painted any color that he wants so long as it’s black,” but that policy was in place to increase the efficiency and uniformity of the mass produced Model T (Ford Motor Company, n.d.). The current offerings for the 2022 Mustang are shadow black, oxford white, iconic silver metallic, race red, rapid red metallic, atlas blue metallic, grabber blue metallic, cyber orange metallic, dark matter grey metallic, mischievous purple metallic (late availability due to supply issues), eruption green metallic (late availability due to supply issues), carbonized grey metallic, brittany blue metallic (late availability due to supply issues), fighter jet gray (extra cost), and code orange. Adding mystic magenta to the mix could prove to be quite profitable for the company. Research will be conducted on consumer tastes and preferences through historical purchase data as well as through current surveys and focus groups. Ford has released limited pinkish mustangs before. In 1967, "they came in two shades: Dusty Rose or Playboy Pink (Woodyard, 2013)."
More recently in 2008, Ford created the Warriors in Pink package where only 2,500 pink accented Mustangs were built, and "the sale of each went to helping fight breast cancer through donations to the Susan G. Komen Race for the Cure charity (Neff, 2007)." Looking at the success of these past campaigns may help determine if this market is worth pursuing further. As for current surveys, they will mostly be targeted towards women ages 21-45 with annual median household incomes of 80k or greater. Surveys will not be exclusively for women though, as we want to avoid gender stereotyping.  

 Further research includes looking at competitor companies that have launched pink cars such as Jeep. Their business model "typically phases unique and special edition colors in and out as they keep a core group of hues available each year. But the Tuscadero Pink hue attracted about 30,000 orders. It was supposed to go away in December, but now it’s sticking around for 2022 (Barfield, 2022)." This data shows a proof of concept and that Ford should consider entering the market while it's hot with its own iconic pink vehicle.

References:

Barfield, A. (2022, January 4). The Tuscadero Pink Jeep Wrangler Is Too Popular to Drop. MotorBiscuit. https://www.motorbiscuit.com/tuscadero-pink-jeep-wrangler-popular-drop/

Ford Motor Company. (n.d.). THE MODEL T. https://corporate.ford.com/articles/history/the-model-t.html#:~:text=The%20Model%20T%20was%20introduced,of%20manufacturing%20the%20universal%20car.

Neff, J. (2007, December 18). Galpin builds special Warriors in Pink Mustang for charity. AutoBlog. https://www.autoblog.com/2007/12/18/galpin-builds-special-warriors-in-pink-mustang-for-charity/

Woodyard, C. (2013, October 21). Orange? Pink? Ford Mustang has colorful past. USATODAY. https://eu.usatoday.com/story/driveon/2013/10/21/ford-mustang-colors/3145215/

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