MUSTANG MACH-E Brand Book
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© 2021 Lily Li
Design Consultation Roger Muller ADV 370 Brand and Branding Academy of Art University All content for Ford Mach-E: Brand Guidelines was conceived, designed, and produced by Lily Li. Photography provided by Unsplash.com. License the book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the United States of America.
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TABLE OF CONTENTS 06
Key Words
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Hoopla
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SWOT
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Global Brand
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Creative Brief
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Key Ideas
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True Lines
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Looking into the Future
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Demographics
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Advertisement
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KEY 6
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WORDS Smooth Powerful Engineered Futuristic Progressive
Distinctive Supercharge Efficient Modern Astonishing
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S W O T
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WEAKNESSES STRENGHT
Product Fails “recalls” More Emerging markets like Polestar Failing mass production American cars have a poor reputation in comparison with German & Japanese Ford relies solely on the American and European market Most people do not consider buying EV’s
Brand Value New technologies Strong American market Strong dealership network Growing demand Eco friendly Smooth driving Customizable
OPPORTUNITY Expansion (globally) Improve vehicle dynamics Global Automotive Opportunity Electric car Fresh in the market Show Mach-e fanbase how great this car is Advance tech like self-driving The market for cars is growing and expanding Uber, Lyft, other similar companies can create a new market for the cars.
THREATS Environmental Regulations Global Economy A lot of car Competition Harder to reach the younger population Costumers still prefer gas or hybrid There are other better EV’s in the market Costumers will take into account “charging”
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C RE AT I VE BR I E F
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Why does our client need to advertise? The electric car industry is a very competitive industry. That’s why Mustang Mach-E has to advertise in order to stand out. Mach-E needs to advertise Mach-e’s new modern design, its sustainability, green & futuristic vehicle.
What are the most insightful things we know about them? Ford is an American company, Ford has been researching and making its cars technologically unique and most importantly, Ford cares and is conscious about the environment.
What is the advertisement going to accomplish?
What is the most effective message we can tell them?
Connect with an audience that already loves or thinks about Ford as a brand themselves, meaning the current market. This can be achieved by proposing sustainability, which is something that most companies are aiming for.
Ford’s design legacy is futuristic, they always try to innovate and bring more opportunities for its drivers.
Who are we going to connect with?
What else is there to know that supports this message?
Ford’s current loyal customers who care about the planet & green cars.
Ford cars are adventurous, technological, and very powerful vehicles in their own way.
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T R UE LI N ES 14
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ENGINEERED HIGH-PERFORMANCE
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DE M O G RA P H I CS
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DEMOGRAPHICS
Who
Why
Early Electric vehicle buyers. People who want to buy their first electric vehicle, after driving all gas vehicle, they feel like they want to purchase an electric vehicle because this will help the environment. This demographic is usually, people who work in the STEM field, and are usually people who got a gasoline car as their first car and now that they have earned enough money, they want to upgrade to an electric car.
Because this target demographic cares about innovation, the greater good, and wants to invest in a more green/eco-friendly product because they are conscious about the future they arebuilding. This target’s demographic salary is the upper-middle (Middle-income range) around 100k to 120k. The class who can afford to go to whole foods, buy fancy coffee, dinners at Nobu without worrying about their expenses.
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HOOPL A MACH-E BRAND BOOK
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American brand Mustang Mach- E x Italian leather Collab
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American brand Mustang Mach- E x Africa’s Big seven
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SOUTH AFRICA
G L O B A L BR A N D
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South Africa
Specialty Equipment and Accessories.
Take the Ford Mustang Mach-E brand global. Choose a country and think of three ideas that will introduce the Ford Mustang Mach-E to a new culture
Over the past nine years, accessorizing and improving vehicle performance has grown from a hobby to a full-fledged culture of fierce competition. In the race to individualize and distinguish their vehicles from others, enthusiasts are constantly looking for innovative and genuine specialty components and accessories, regardless of price. A constant need to distinguish and individualize vehicles creates opportunities for the U.S market.
Poverty in the country. Nearly half the adult population of South Africa lives in poverty. According to the Department of Statistics in South Africa, they say that “Approximately half (49,2%) of the adult population were living below the upper-bound poverty line (UBPL).” which means that it could be hard to introduce a brand that is expensive to a population that might not have the means to afford something luxurious. Moreover, we need to look at the external factors like infrastructure, access to electricity, we have to remember that introducing EV means that we need to have a good infrastructure to be able to charge the cars.
The automotive market in South Africa. South Africa’s automotive growth in 2020 is up in the direction and performance of global markets. South Africa’s main automotive partners are Germany, U.S, and Japan. Although, South Africa’s biggest domestic automotive industry in Germany. According to the international trade administration of the United States, their article South Africa country commercial guide Says that “ the Total automotive trade between South Africa and Germany amounted to $9.53 billion.” which actively demonstrates that this could be a competitive market for ford mustang Mach-e.
Opportunities South African specialty equipment and accessory wholesalers and retailers constantly seek to expand their product range and welcome opportunities to establish distributor/agent agreements with U.S. firms.
The market of Electric vehicles in South Africa The market of EVs in South Africa does not enjoy the popularity as it does in Europe or the U.S, part of this reason is the cost. Moreover, other countries’ governments encourage people to purchase EV, whereas, in South Africa, the government does not incentivize people to buy EV’s making them way more expensive than oil cars. But it has not stopped the EV market. Carmakers like BMW, Jaguar, Porsche, Mini Cooper, Audi, Mercedez, have come up to the market with the EV, punting their emission-free models to eco-conscious South Africans.
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KEY IDEAS
SOUTH AFRICA’S MARKET
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Three key ideas after analyzing the market. Affordabiliy Promote Mach-e as one of the best and most affordable electric vehicles in the market in comparison to all the brands I have mentioned before (BMW, Jaguar, Porsche, Mini Cooper, Audi, Mercedez) As far as we know, these cars are twice as expensive, so there is a huge advantage promoting the Mach-e. Create a financing program with a low interest rate (car payments each month) so people are more willing to buy Mach-e in comparison to paying high-interest fees by buying any of the mentioned cars.
Customization Promote Mustangs Mach-e as customizable, personalizable, so that they can be distinguished. This will appeal to the South African culture and encourage customization enthusiasts to buy Mustang Mach-e regardless of the price.
Alliance Make an alliance or deal with the South African government to install solar panels so that people who buy these cars can use solar energy to fuel their Mach-e’s this idea goes back to what I mentioned about parts of South Africa not having a strong infrastructure and lack of access to electricity. These solar panels will help the population in other aspects of their lives by generating electricity if needed. This could be a way, Ford could get to be a popular brand in South Africa.
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L O O K I NG I N T O T H E F U T UR E
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EMERGING IDEAS
Artificial intelligence
Augmented reality
Artificial intelligence is something we see every day and is something we already use, it offers us use cases in the future. In the automotive industry, AI technologies allow for the monitoring of a driver’s emotions, gestures, and movements thereby detecting signs of fatigue or distraction and preventing accidents. while this function helps the driver, it will also help insurance companies to help identify their client's risks. AI will provide an in-vehicle experience for the driver.
Augmented reality plays an essential part in increasing the level of automation. Vehicles will slowly move from driver mode to automation mode in the near future. As an example, HUDs can present route information on the windshield of a vehicle, allowing drivers to keep their eyes on the road, projection system volume, field of view, and distance.
Similar to talking to Alexa or Siri, but in this case, your vehicle will talk to you. AI assistants will respond to voice commands to proactively guide drivers in collaboration with the vehicle’s navigation system. Ai will collect drivers' data and deliver a highly personalized experience via onboard displays.
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A D V E R TI SE M E N T 34
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Mustang Mach-E x Africa’s Big five
Protect the big 5 & get your own selected emblem. For online purchase only.
Mustang Mach-E x Africa’s Big five Protect the big 5 & get your own selected emblem.
When you purchase your car, Ford Mustang Mach-E brand will donate 5% to protect Africa’s big five, and you will get to decide which of the five emblems (African Elephant, Cape Buffalo, Rhinoceros, Lion. Leopard) you would like for your car. This is a thank you for supporting our iniciative.
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