LOS ANGELES — Walk into Ford’s Mustang Immersive Experience in a forgotten corner of downtown Los Angeles and it’s an explosion of sight, sound — even aromas — all of it centered around the iconic sports coupe.

A baby blue version of the original 1964 pony car sits idle and unassuming in the middle of a giant warehouse before the walls and floor envelop visitors in 3D, surrounding them in a stereophonic, videographic storytelling experience. Enter another room, and the visitors are part of an immersive thrill ride, complete with jostling seats, whiffs of motor oil and the shriek of squealing tires.

Welcome to automotive marketing in 2025, where cars aren’t just functional hunks of metal. They are experiences waiting to happen.

“If you look at Mustang and its cultural impact, it’s more t

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