Ford first launched its custom vinyl graphics Web site in November through a partnership with Original Wraps. The site offers graphic designs, including flames, flowers, and ninja blades, for the entire lineup. The graphics were first highlighted on the fledgling Fiesta subcompact but Ford wants customers to know that each vehicle will have nearly 50 different available designs each, in a wide variety of colors and sizes.
"Ford knows that customers want a vehicle to be all their own," said Jim Abraham, Ford's Licensed Accessories manager. "The Ford Custom Graphics website complements our strong accessory portfolio and enables customers to put a personal stamp on their vehicle."
The Web site in question -- www.fordcustomgraphics.com -- currently only features a configurator for the Fiesta but the F-150 and Mustang versions are expected to come online shortly, with the rest of the lineup still to follow. The commercial-vehicle customizer allows consumers to add vinyl to the Transit Connect while the Super Duty and E-Series full-size vans and cutaways look to be future options.
"Vinyl wraps are typically half the cost of custom paint work," said Tom Stemple, Original Wraps CEO. "Another advantage is that they can be easily removed if the customer wants a new design or decides to sell the vehicle. Paint is permanent, and custom-painted vehicles are often much more difficult to resell."
If you're looking for flames or stripes for the F-150 and Mustang or flowers and bubbles for the Fiesta, Ford has tailored the graphics for each vehicle's target customer base. The graphics utilize 3M Scotchprint On-Demand vinyl and are dealer-installed accessories. Three-year/36,000-mile limited warranties come standard with the vinyl packages.
"The one-size-fits-all model isn't really relevant to today's consumers, and it's not necessarily a desire to stand out from the crowd. It's more a desire not to be lost in the masses," said Sheryl Connelly, manager of Ford Global Trends and Futuring. "People are personalizing everything -- cell phones, computers and clothing -- and it's no different with automobiles."