Because PR events rule.
Ford wanted to do something grand for the inauguration of its latest business unit, the Middle East and Africa branch. The idea was simple: Send a team of six engineers from Dearborn to Dubai with a yellow Mustang in tow. Upon arrival, they headed to the base of Burj Khalifa, currently the world’s tallest building. After carefully separating the car into six sections, the parts were transferred to the 112th floor using the building’s elevators. Approximately 12 hours later, the Mustang was reassembled.
The PR event was enough of a big deal for Ford Executive Chairman, Bill Ford, to attend. Ford’s regional headquarters is located in Dubai and the plan is to soon launch the Focus, Fusion, Lincoln MKC, and of course the Mustang, in the Middle East and Africa. A V8-powered Mustang in the Middle East. Not at all ironic.