New Mustang exhibit features Hollywood cars and immersive sensory technology

Ford Motor Company has unveiled a new way to experience one of America’s most iconic cars.

The automaker on Saturday opened a limited-time “American Icon: A Mustang Immersive Experience” exhibit in Los Angeles that features visual effects and Hollywood vehicles to celebrate six decades of Mustang production.

Inspired by popular immersive art exhibitions, the experience takes visitors through a sensory journey of Mustang history and cultural influence, according to Ian Cohen, head of creative and content for global communications at Ford Motor Company.

“It’s almost become this beautiful experience to say, ‘Hey, can we do an immersive experience and use the car as the center of the story?’” Cohen told FOX Business.

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Housed at Ace Mission Studios in Los Angeles, the exhibit begins by recreating the garage, where a video about the Mustang’s origins is shown.

The garage door then opens to reveal a vintage blue Mustang, according to Cohen.

From there, the room turns into a large-scale visual experience.

“One minute you’re on the beach and the waves are hitting you. The next, you’re on an assembly line,” Cohen said.

Inspired by iconic art galleries, this experience takes visitors on a sensory journey of Mustang history and cultural influence. (Ford Motor Company)

In another room, visitors encounter a Dark Horse Mustang, surrounded by simulated driving along California highways.

“We had to put seats in because people, during the test, were feeling very nauseous… because they felt like they were in a car moving down the highway,” Cohen said. “You’re at eye level when the car is on the turntable, and it’s taking you to the roads of California.”

The experience also features Mustangs from Hollywood, including those from the films “Gone in 60 Seconds,” “Transformers” and “The Mary Tyler Moore Show.”

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The experience ends with a tour narrated by Anthony Mackie, Marvel’s Captain America, that engages all the senses. (Ford Motor Company)

“We partnered with the Peterson Museum and acquired cars on loan from Hollywood movies,” Cohen said.

The experience concludes with a sensory journey narrated by Marvel star Anthony Mackie.

“The seats are shaking, they’re shaking, they’re rolling, they’re smelling gas and ice and rubber,” Cohen said. “You hit a puddle – the water hit you.”

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A ticket for “American Icon: A Mustang Immersive Experience” costs $35. (Ford Motor Company)

“I’ve been a Mustang fan since I was a kid, so I’m excited to be a part of American Icon,” Mackey said in an Instagram post. “From a bold origin story, to the iconic Mustangs, to a thrilling 4D ride – you’ve never experienced America’s most popular sports car like this!”

Cohen added that some of the early reactions to the exhibition have been emotional.

“Almost everyone has a Mustang story,” he said.

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A ticket for “American Icon: A Mustang Immersive Experience” costs $35. The exhibition continues until February 2026.