After successfully displaying the new 2015 Ford Mustang at the top of the Empire Estate building, the American automaker decided to pull off a similar trick in Dubai with their tall building Burj Khalifa. The goal was to underscore the brand’s growing ambitions in the Middle East and Africa.
So they went to the trouble of transporting a yellow Ford Mustang Convertible to the 112th floor of the skyscraper, where Ford Executive Chairman Bill Ford hosted a live action event. Spectators were also treated to a short film depicting the 100-year old story of Ford, by showing the protagonist racing through ages via horseback, airliner, car, helicopter and jet ski to Dubai to deliver the iconic pony badge.
“Today we planted the Ford flag in the Middle East & Africa, an exciting, vibrant region that represents the final frontier for growth in the auto industry,” Bill Ford said. “We also sent a message to the world that Mustang is going global after 50 years as America’s greatest motoring icon.”
Ford has always enjoyed decent performance in the Middle East market and expects to a get a bigger share of the pie in the future as the market grows. Industry sales in Middle East & Africa are expected to grow 40 percent to 5.5 million vehicles by 2020. To meet new customer demand, Ford pledged to launch 25 vehicles in region by 2016, including the all-new Mustang debuting next year.