Sprucing up Rolex 24 for Ford

Gearing up for the 2018 IMSA season

The founder of Ford Motor Company, Henry Ford, was a racer at heart. As early as 1901, the industry leader was recorded as the winner of a two-car battle at the Detroit Driving Club in Michigan.

That racing passion and desire to win continues today as Ford ramps up its 2018 IMSA season. Our Production team is thrilled to be along for the ride, working in collaboration with Campbell Marketing to deliver a seven-tour, consumer experience at IMSA races.

In January, the spruced up, 100-by-100 Ford display was unveiled at the iconic Rolex 24 at DAYTONA. The 2018 design featured no exposed truss, high-end printed fabric panels, enhanced vehicle displays and more.

The focal point of the experience is Ford’s featured vehicle, the GT. Positioned on an inclined ramp, the GT received a custom wheel stand that stands seven-foot tall showcasing the sports car’s countless features.

The six additional vehicles (Focus RS, GT-350, Raptor, 2018 Mustang, F-150 Sport, and Escape) in the display have customized backdrops that highlight the numerous attributes of each vehicle. Each vehicle display also has new floor mats that complement the overall presentation.

The customer favorite, the “Ford Owner’s Lounge,” returned in 2018 complete with leather couches, arm chairs, pub tables and two 60-inch televisions for Ford owners to enjoy. In addition, two racing simulators, a 50-foot tower showcasing the Ford brand and a new customer center for data collection rounded out the display.