Ford is taking a different approach to gathering reactions to its latest Mustang variant, sending the Mustang Dark Horse SC on a 3,200-mile road trip months before the supercharged sports car reached the market.
Todd Willing, head of design at Ford, used the cross-country journey to observe how people responded to the car in real-world settings, rather than relying solely on traditional focus groups.
Ford Takes the Mustang Dark Horse SC on the Road
According to Ford’s in-house blog, From The Road, Willing took the Mustang Dark Horse SC on a cross-country tour inspired by the Japanese concept of gemba, which literally translates to “the actual place.”
In this case, the goal was to experience the Dark Horse SC from “the actual place” where its owners might drive it, from wide-open Midwestern freeways to winding canyon roads.
During the trip, Willing visited three Ford retailers, including two Phil Long Ford locations in Colorado and Team Ford in Las Vegas.
The visits were unannounced. Willing would walk into each dealership, introduce himself to the staff and then reveal that a Mustang Dark Horse SC prototype was waiting in the parking lot.
Within minutes, employees from the dealerships’ sales, service and parts departments would gather outside to get a closer look at the supercharged sports car.
Ford Collects Feedback From Dealers
The dealership visits gave Willing an opportunity to hear directly from people who regularly speak with Ford customers.
Dealers shared what excited their clients most about Ford and what kept them loyal to the brand, providing real-world feedback for the company’s head of design.
The Mustang Dark Horse SC Draws Attention on the Road
The Mustang Dark Horse SC also attracted attention away from Ford dealerships. Willing said people approached him at every gas stop, while drivers on the highway would catch up to the car and honk or wave to show their excitement.
He even received a thumbs-up from a Corvette driver. Another motorist traveling behind a “competing performance vehicle” asked a series of questions about the Dark Horse SC.
Early Reactions to the Supercharged Mustang
The reaction was similar during a separate drive in the Mustang Dark Horse SC. Throughout the day, the car drew admiring looks, enthusiastic waves and headlight flashes wherever it went.
The response reinforced the positive impressions of the car’s bold new design and its guttural exhaust sound.
More details are set to arrive Tuesday, September 29, when the first drive of the Mustang Dark Horse SC is published.
