Yep, Mustang will have a fight on their hands with the Challenger. Yes, the Challenger will pack a knockout punch.


Interview With Ford Mustang's Marketing Plans Manager, Billy Rodrigues


by Justin Pritchard
May 28, 2007

A decades-old battle will soon re-ignite. What does it mean for Ford and its iconic Mustang?

It's not every day that a car can lay claim to having outlived its competition, but the Ford Mustang has resonated with the masses and achieved legendary status, finding success where so many others have failed.

Recently, Ford's rivals have announced plans to re-incarnate the Camaro and Challenger, and the Mustang is going to have a fight on its hands.


Billy Rodrigues - Ford Mustang Marketing Plans Manager

To help shed light on the American automakers position regarding the upcoming battle, I recently spoke to Billy Rodrigues. He's the marketing plans manager in charge of Mustang. I we spoke by phone at his office in Oakville, and talked about what makes a Mustang a Mustang, how it got to where it is now, and what the future might hold in light of the competition.

JP- The Mustang has outlived its competition, and most recently even the Camaro and Firebird were scrapped while Mustang sales kept right on going. Why do you suppose this is?

BR- Mustang is a one of a kind North American Icon. The recipe has never changed. Mustang was- and still is- all about style, looks, performance and affordability. Passionate owners help the brand too, and on racetracks and in movies it's these enthusiasts that have helped keep the car alive with their pride and passion.

JP- What sort of brand loyalty is involved in a car like the Mustang. Do most buyers already own a Ford?

BR- Statistics back up the Mustang's "one and only" status. 60% of buyers didn't even consider something else- according to sales studies. Those shopping around most commonly check out the Mitsubishi Eclipse, Mazda RX8 and Dodge Charger. Additionally, a JD Power study indicated that 22% of buyers have had a previous Mustang. Once it's in your blood, you have to get one!

The V6 is where it usually starts. It's a car that provides the aspirational image, look and feel. It's affordable performance. The GT Buyer, like the Z28 buyer, is a purist, after performance and the legendary status.

JP- Did anyone decades ago think the Mustang would still be selling strong so many years later?

BR- I think that whenever a company sets out to create a vehicle, the intent is that the brand and product will remain relevant for many years. This is true of the Stang- which remained true for its style and performance, and never deviated from its formula.

It's a car anyone can enjoy- male or female. Everybody has a Mustang story too. If you haven't had one, you know someone who did. This isn't true of the competition though. I can still remember sitting on the rear hump in my dads 68 Mustang watching a John Wayne movie at a drive in.

It's not too over the top either- because you can do groceries with it, take it to work, and so on. It's a performance car you can use every day.

JP- Undeniably, the Challenger and Camaro are going to pack a punch- not to mention fighting right in the Mustang's territory for consumer dollars. What will Mustang need to do in order to hold its ground?

BR- We'll keep doing what we've been doing since 1964: that's listening to customer, and their wants and needs of the car. This lets us continually reinforce the dream, and surprise and delight the enthusiast. The Mustang's formula works for us- and we're not messing with perfection.

JP- Does one of the upcoming competitors worry you more than the other?
BR- We watch every competitor closely. The product from Dodge and GM will have to stand on their own at the end of the day, and it's going to be the customer who decides who the winne