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Ford's New Mustang's Advertising Strategy Is All About the 'Visceral'

Ford's marketing strategy for the Mustang is all about the car's "visceral" feeling.

It's not really done through traditional television advertising. No commercials. 

"Mustang has been in thousands of movies and games and television shows," said Jim Owens, performance marketing manager at Ford Motor Co. (F) - Get Ford Motor Company Report

But it isn't all just done through media. The idea is to get people to feel the sensation of driving the car, which is can only be done through getting people to actually experience that in real life. "What we like to do for our advertising and marketing is to actually get people to be behind the wheel of the car to feel that visceral performance that this vehicle can deliver," Owens said. Many times, Ford rents out road courses and then invites people to come to the road course to try out driving the car. 

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"You need to come in and see it, enjoy, sense it, and see how it makes you feel, because it's going to make you feel differently than it's going to make me feel," Owens said. 

RelatedI Don't See Ford's Stock Accelerating Anytime Soon

Ford also just announced a $1 billion investment into its Chicago plant, adding 500 jobs. See TheStreet's interview with Ford's Executive Vice President of Global Operations, Joe Hinrichs, here

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