PCGCampbell Special Vehicle Team

Ford had a better idea: Power up two of its existing vehicles and peddle them to the pedal-to-the-metal crowd. The purpose was to create a vibrant new offshoot brand from the existing Mustang and F-150 and have the high-performance halo of these two models cascade down on the entire Ford line.

Ford had this concept and a name in mind, Special Vehicle Team (SVT), in 1991 when it asked PCGCampbell, “If we build them, can you get them to come?” The answer was easy. We jumped at the opportunity and into the driver’s seat.

Before helping Ford launch the SVT brand, PCGCampbell’s tasks included developing a sleek logo (italic lettering to denote speed and chrome for upscale), training dealers and launching a massive public relations effort.

PCGCampbell did its consumer homework and told Ford that its SVT models should have greater performance than the regular Mustang and F-150. We said the vehicles should have more “go” than “show” with reinforced sports-car suspensions, braking and handling with minimal cosmetic changes. We recommended limiting the dealer body and putting a cap on production to give SVT owners a sense of exclusivity. And we recommended pricing SVT vehicles significantly less than their European sports-car rivals.

PCGCampbell’s SVT involvement went way beyond the traditional scope of an agency’s role in integrated marketing. We helped develop and define the products based on what the target customer would demand. PCGCampbell recruited Ford dealers from the 4,600-member network through collateral materials and a designated hotline.

Before the vehicles went on sale, PCGCampbell launched a massive public-relations program, targeting the new vehicles with key automotive enthusiast media. We conducted a series of “personal contact” tours that included ride-and-drives on the winding and twisting courses that automotive journalists love. Stories about this exciting new SVT brand rippled through the media.

Once the SVT owner body reached the mid-five-figure range in 2001, PCGCampbell staged the “SVT Experience” event. SVT owners and potential owners saw SVT vehicles being built and went to racetracks. These enthusiastic SVT drivers became charter members of the SVT Owner’s Association (SVTOA) and received a PCGCampbell-produced bi-monthly magazine.

Over the course of 11 years, Ford sold 143,000 SVT vehicles and expanded the program to include two more models. The SVTOA reached a peak of 40,000 members. When the program ended in 2006, the membership was converted to the Team Ford Racing Club, which in March of 2006 had 100,000 members.