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Ford Motor Co. is bringing its portfolio of enthusiastic new vehicles – including the all-electric F-150 Lightning, Bronco and Mustang Mach-E – to the streets of downtown Austin, Texas this week for what it calls “immersive” pop up experience for consumers.
The free 10-day event, which started on Friday and runs through October 24th, is another example of automakers finding new ways to get their products beyond the revelations and presentations at traditional auto shows to potential customers.
Auto companies see such opportunities for consumers to experience new vehicles as critical as they move to technologically advanced electric vehicles that may be new to many drivers. And the COVID-19 pandemic, which resulted in the cancellation of many major auto shows over the past year and a half, accelerated some of those changes as organizers viewed outdoor events as a safer alternative to more traditional formats and automakers used to virtually unveil new cars.
For example, last month the Detroit Auto Dealers Association hosted an outdoor auto event called Motor Bella, which served as an alternative to the North American International Auto Show, was canceled two years in a row due to the pandemic and focused on giving consumers the opportunity to find new ones Experience vehicles and technologies during cruises, off-road demonstrations and laps on the racetrack. DADA plans to incorporate such experiences into the Detroit Auto Show, which is slated to return to the city next fall.
Automakers also see events like Ford’s “Built to Connect” in Austin as a way to introduce consumers to new vehicles that they may not find on dealer lots that have been left blank in recent months due to supply chain issues.
“If they have the opportunity to not just ride but maybe do something else, consumers can see this vehicle fit in better with their lives,” Raj Register, Ford’s head of global brand experiences, told The Detroit News. “So we prioritized this to give consumers an idea of what Ford has to offer and to reflect on all the revelations and launches we had over the past year during this pandemic where we had to virtually reveal things is too an opportunity for us to continue that craze, especially with some of our iconic vehicles like the Bronco. “
The Austin event is organized around three themes: Built to Electrify, Built Wild and Built Tough.
The Built to Electrify exhibition highlights Ford’s portfolio of electric vehicles, including the upcoming F-150 Lightning and the Mustang Mach-E, which launched late last year and is the Dearborn automaker’s first all-electric vehicle. Participants have the opportunity to take a zero-to-60 ride in Mach-E.
“In the next nine to ten years, nearly 50% of our portfolio will be electric vehicles,” said Register. “And many of the consumers that we reserve and even buy vehicles now are new to the brand.”
The Build Wild demonstration puts consumers in the passenger seat of Ford’s revitalized Bronco so they can experience the SUV’s off-road capabilities as it drives through sand and water and up a hill.
Built Tough highlights Ford’s truck lineup, including the new Maverick compact pickup truck and various F-150 models. It includes a demonstration of the trailer-towing assistant.
“It’s not for everyone, but we think a lot of people want to be very different with the vehicles than just walk up and see something static,” said Register.
However, Ford does not see this type of event as a replacement for more traditional auto shows: “We see it as a complement. Our goal is not to replace car shows. In this way we can meet consumers where they are. “
Ford selected Austin for the event, she said, in part because the automaker has a strong dealer network in Texas. The company recently announced that it would spend $ 90 million in Texas over the next five years as part of a broader $ 525 million investment in auto mechanic training.
Depending on how the Austin event goes, Ford could try to expand the concept to other markets in the future, Register said.
jgrzelewski@detroitnews.com
Twitter: @JGrzelewski
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https://www.detroitnews.com/story/business/autos/ford/2021/10/18/amid-auto-show-evolution-ford-hosts-immersive-pop-up-texas/8511136002/
