The Ford Mustang was built in Detroit, introduced to the world in New York and, according to a new exhibit on the border of downtown and Boyle Heights, romanticized by Los Angeles.
Part advertisement, part history lesson and part playground, “American Icon: A Mustang Immersive Experience” uses theme park-inspired trappings to celebrate a work of mechanical artistry. The car — first introduced in 1964 at the New York World’s Fair as a sporty, compact coup with just a little bit of an edge — is given a hero’s treatment. Inside the warehouse-like Ace Mission Studios, “American Icon” tracks the Mustang’s evolution from the suburban garage to the race track, and uses projections and a 4D theater experience to transform what could have been a showroom experience into something built more for a video game.
With installations focused on the fabled, traffic-free, open road “freedom” that car manufacturers like to so often tout, there’s something quaintly old fashioned here. The Mustang is presented as a car for young couples on the go, optimistically envisioning an America when home and car ownership were a given.
In that sense, it’s a car enthusiast’s fantasy. But can it inspire a new generation of car dreamers, especially at a time when some data indicates younger audiences may be holding off on a car purchase?
While no cars are for sale at “American Icon” — there is an assortment of specially branded Mustang merch, however, much of it nostalgically focused on 1964 — such an immersive endeavor makes sense, says researcher Jason Jordhamo, a marketing director for Polk Automotive Solutions from S&P Global Mobility. Enticing audiences today, he says, involves a more personal touch than a big TV ad spend or a sponsorship deal.
“It’s less time in the dealership,” Jordhamo says of reaching younger consumers, especially Gen Z. “Those traditional things have to be let go of.”
Jordhamo notes that new vehicle registration among those aged 18-34 has dipped about 2% in recent years. Anecdotally, he cites a multitude of factors, ranging from growing environmental consciousness — hybrids and electric vehicles are big with the age bracket — to the ease of rideshare, especially in major cities.
But there are other causes for concern. “There’s a lot of things that are challenging in that space,” Jordhamo says. “One is affordability, which is huge. The cost for purchasing a vehicle — the monthly costs — have gone up 30% since the beginning of this decade. And the average loan payment nationally has been over $750 all calendar year.”
Immersive experiences, which typically denote either some level of participation on the part of the guest or attempt to envelope the attendee in all-encompassing imagery, are common in Hollywood and often seen as a way of reaching a younger consumer weaned on interactive entertainment. They’ve been utilized heavily by studios such as Netflix for pop-ups themed to “Arcane,” “Squid Game” and more, but brands and personalities as varied as the Catholic Church, McDonald’s and even Mariah Carey have gotten in on the experiential action. Car companies, too, have dabbled, be it partnering with video game franchises such as “Gran Turismo” or “Rocket League” or, as Ford already does, offering real-life experiences such as off-roading in a Bronco at various U.S. locales.
“It’s more than just steel and rubber,” says Ford’s communications director Mike Levine when asked why Mustang was pegged for such an experience. “Mustang’s impact on America should be appreciated like an art exhibit.”
Seated before a crisply, powdered blue 1965 Mustang on a turntable, the exhibit’s first major room comes alive to simulate movement as the surrounding four walls use projections to place us on idealized versions of Venice Beach and Route 66. The glimmering rhythm of Martha and the Vandellas’ “Nowhere to Run” sets the tone as visions of cruise culture innocence aim to make us feel as if we’re on a ride through Southern California. All that’s missing to complete the mood is someone to deliver us a milkshake.
Levine says Los Angeles rather than Detroit was chosen as the first of a planned many stops for “American Icon” in part due to the city’s iconography, pointing to historic drives such as Pacific Coast and Angeles Crest highways as scenic backdrops for our car-focused culture. While experiential marketing is all the buzz in recent years, Levine says this is the first installation of its kind for Ford.
“So far, so good,” said Enzo Sanchez, 22, when asked on a recent weekday if he was enjoying “American Icon,” which culminates in a 4D theater experience that serves as a mini motion simulator. Expect to get splashed with a drop of water as the smell of burning rubber fills the room. The mini film — about five minutes — has Mustang drivers saving a post-apocalyptic world from a rogue AI. “Terminator,” but if Mustangs came to the rescue.
Sanchez, named after famed racer and entrepreneur Enzo Ferrari, comes from a car enthusiast family. His father pointed to a wall dedicated to appearances of the Mustang in popular culture, and singled out a framed portrait of Johnny Mathis’ LP “Those Were the Days,” which features the automobile, and said he would have to track down a copy.
“It just transports you,” Sanchez says of his love of the Mustang, adding that he first became aware of “American Icon” on a recent trip to mid-Wilshire’s Petersen Automotive Museum, which helped curate the exhibition. Sanchez noticed one of its famed 1967 Mustangs, the so-called “Eleanor” from “Gone in 60 Seconds,” was absent, and when Sanchez inquired as to its whereabouts, he was told that it would be popping up at “American Icon.” The vehicle shares space with Mustangs from “The Mary Tyler Moore Show,” “Kick-Ass” and “Transformers” at the exhibition.
The Mustang, says Ford’s Levine, has been among the most popular movie vehicles, adding that “Gone in 60 Seconds” showcases the car as much as it does the city of Los Angeles. He, too, has seen the headlines that proclaim Gen Z is shifting away from car ownership. For now, he says, he isn’t concerned.
“I heard the same thing about millennials, who weren’t going to buy cars,” he says. “As a parent of two Gen Z children, they love cars. Their friends have cars. They want something they can enjoy.”
And as Ford bets on with “American Icon,” they want something they can experience.
“This is a different way to reach a Gen Z customer that is very much looking for or has seen engaging content online,” he says. “And when you come in to do that experience, it’s really every sense. When you do the 4D ride, it is every sense. You smell. You feel it. You hear it. You see it. And when you’re immersed on that level, you put the phone down.”
And that, of course, is an essential rule to enjoying the road.
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