Q. How is Ford leveraging its status as Manufacturer of Show?

A. We're going to take SEMA to another level.  The show has always been a business-to-business event.  It's for people in the aftermarket industry who are looking at buying products to use for their customized builds, people who are manufacturing products who are looking to sell them to people who build cars, or people in the retail channels.  The event has never been open to the public.

But in 2009, as part of our agreement with SEMA, we are changing that.  Ford is going to bring in 1,000 "Friends of Ford." These are people we have engaged in a number of different ways. They are enthusiasts, club members, loyal Ford owners, opinion leaders and people who tend to be involved in things like forums and blogging.  We're finding them by working with the Ford Performance/Enthusiast Groups, the Phoenix Region, the Mustang Communications and Digital Team, and our various car clubs.  We are also partnering with Source Interlink Media to support online magazine Web sites through which visitors can enter a sweepstakes to attend the SEMA Show and be an associate editor.

Q. Why is Ford inviting 1,000 people to the show?

A. We're looking to connect with enthusiast owners and spread our message through social media.  We hope the "Friends of Ford" will post to YouTube, Twitter, Facebook and other such tools.  We are going to set up a bloggers lounge with terminals, T1 lines and beanbag chairs to make it convenient for them to publish their material.

We also are going to take over the proving grounds at SEMA with Fiesta Movement all the time.  Our friends will be able to drive European-spec Ford Fiestas and provide their comments.

In addition, Ford has secured space in front of the convention center for a "Cruising Legends"' lot.  We asked all of the Ford car clubs to nominate vehicles for display.  The winners will be invited to park their cars in one of 75 spaces.  

Q. What will Ford be displaying inside at the SEMA Show?

A. We'll have about 40 vehicles on display that are tied to a common theme of "Powered by Ford."  One of our challenges is communicating all of our powertrain news at auto shows.  SEMA gives us an opportunity to do that.  Our layout will include 11 engines on display, from the historic Ford Flathead V-8 to our new EcoBoost, hybrid and PowerStroke engines.  We'll also have race engines on display.  We are starting with the 'motor' part of Ford Motor Company and going from there.

Part of the attraction of Ford is that we do SEMA differently than everyone else.  We are very supportive of transferring technology to the aftermarket. That's why the bulk of our vehicles on display are Ford production vehicles that have been modified by SEMA members.  Other manufacturers will display accessories that they've put on their vehicles.  We take a different approach. We want SEMA members to create products for our vehicles.  In fact, the glass roof for Mustang was first seen on a vehicle produced by a SEMA member. 

Q. Is Ford doing anything else unique at the SEMA Show?

A. We are working with Galpin Auto Sports to build a Mustang at center stage in three days.  We're going to start with a 1969 Mustang body shell, which is a licensed product through Ford Component Sales.  All of the parts will be placed along the stage and used when needed.  Friday, Nov. 6, at about 1pm Las Vegas time we're going to fire it up and drive it away. 

We'll also engage the more than 100,000 SEMA attendees with interactive elements from our auto shows, such as the Raptor Simulator and technology displays, plus conduct autograph sessions with industry "living legends."  Our 2009 lineup includes John Force, Ashley Force Hood, Parnelli Jones, Carroll Shelby, Chip Foose, Vaughn Gittin, Jr., the Galpin Auto Sports "Pimp My Ride" Team and more.