http://www.carscoops.com/2014/10/for...-staff-to.html
Quote: Melanie Banker, Mustang marketing manager put it simply: "The EcoBoost engine is a whole new proposition that we don't have today," and well, people just aren’t accustomed to it. She did say, though, that through clever use of ads, they can steer buyers’ opinions in the right direction - "People look forward to Mustang advertising. It's usually pretty fun. We're selling dreams."