The popularity of tattoos has turned body art into a fashion statement – especially among Millennials – and Ford is taking the trend one step further by offering car buyers a quick and inexpensive way to express themselves with tattoos for the new 2012 Ford Focus. From geometric patterns and racing stripes to whimsical imagery like splashes and swirls, customers will soon be able to choose from more than 200 unique vinyl wrap tattoos to find a design that reflects their personality.
“Millennials have a very personalized, artistic side to their lifestyle, and their vehicle is a very important part of that,” said KC Dallia, Focus brand manager. “With its striking front end, sleek profile, dramatic rising beltline and athletic stance, the Focus provides the perfect canvas for customization.”
Sheryl Connelly, Ford Global Trends and Futuring manager, says the migration to vehicle tattoos is a natural progression of the tattoo craze.
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 of a desire not to be lost in the masses,” she said. “People are personalizing everything – cell phones, computers and clothing – and it’s no different with automobiles. Ford Custom Graphics developed for the new Focus will range in price from $120 to $470 and can be easily removed, providing younger customers with an economical way to “grow with their car,” says Connelly. “People are holding on to their vehicles longer, and the way we identify ourselves today may not be the way we want to express ourselves tomorrow,” she said. “Customers can easily change the tattoos as their life situation and style evolves.”
All of the tattoos are made with 3M Scotchprint® Personalized Vehicle Graphic Film plus a clear graphic protection layer. They are professionally installed at Ford dealerships and include a three-year/36,000-mile limited warranty.
Original Wraps Inc., a provider of on-demand custom graphics to the automotive industry, developed the tattoos and the website for Ford. According to the company’s chief executive officer Tom Stemple, the tattoos offer customers the look of custom paint at half the cost.
“Another important benefit is that the tattoos are made to order. We don’t manufacture any graphics until they are purchased,” said Stemple. “That gives us the flexibility to keep updating the designs to give customers fresh new ideas to choose from.”
Custom Graphics are currently available for the Ford Mustang, F-150, Explorer and Fiesta. Because orders are processed at individual dealerships throughout the country, there is no way to track how many tattoos have been sold, but consumer response to the site has been strong with an average of 15,000 unique hits per month.
Focus graphics are expected to be online in mid-January.