Captain America Mustang
A Mustang turned into rolling artwork during one of the strangest periods we have lived through — created to make people smile, lift spirits and give XtremeX something completely different.
The Captain America Mustang came from a very different moment in the XtremeX story.
COVID had arrived, lockdowns had become part of life and the world felt considerably heavier than it had before. We wanted to create something deliberately fun — a car that could make people stop, smile and forget about everything else for a little while.
So naturally, we bought a Mustang and decided to turn the entire thing into Captain America.
This was never supposed to be subtle. An American company created the custom design and the car was fully wrapped to become a piece of rolling superhero artwork. The idea was to build an experience around something positive, colourful and instantly recognisable at a time when people could use a bit more of that.
Something Positive In A Strange Time
The idea was bigger than simply adding another car. During lockdowns and all the uncertainty surrounding COVID, we wanted something that could lift the mood. Captain America gave us a theme people instantly understood and a reason to create something colourful, fun and completely unlike the rest of the XtremeX garage.
It Became More Art Than Experience
The Mustang was extremely well received and people loved seeing it. But there is a difference between loving a car and regularly buying an experience in it. Over time it became clear that the Mustang was almost more successful as rolling artwork and an event car than it was as one of our core passenger experiences.
Not designed to blend in — the Captain America Mustang was built to be seen.
People Loved The Car. That Didn't Automatically Make It A Best-Selling Experience.
The Mustang was a lot of fun and its reception was incredibly positive. At events it attracted attention immediately, people wanted photos with it and the Captain America theme gave it a personality completely different from anything else we had operated.
But just like the Aston Martin taught us in a different way, enthusiasm around a car does not always translate into enough bookings.
The Mustang became another learning curve for XtremeX. We had created something people genuinely liked — but the experience itself was not popular enough to justify keeping the car indefinitely.
After around a year, we decided it was time to let it go.
One of the Mustang's best chapters came away from normal rides — using the car at Armageddon to help raise money for child cancer.
Where the Mustang really came into its own was in the way people reacted to it outside the normal passenger experience.
One of the highlights was our Armageddon event, where the Captain America theme made perfect sense and gave us an opportunity to use the car to help raise money for child cancer.
That part of the car's story probably says more about it than sales numbers ever could. It was approachable, fun and something people of all ages could connect with.
Ultimately though, XtremeX has always had to listen to what customers actually choose to spend their money on. The Mustang was memorable, incredibly photogenic and genuinely loved — but it was not strong enough as a core experience to stay in the fleet long term.
We had our fun with it, learned from it, did some good with it and then moved on to the next chapter.
Stories From The Captain America Mustang
The Mustang produced some of the most colourful moments in the XtremeX story. We'll build each of these out as its own chapter.
Why Captain America?
COVID, lockdowns and the decision to build something unapologetically fun that might give people a reason to smile during a difficult period.
Building The Captain America Mustang
From the decision to theme the car through to the custom American design and full wrap that transformed an ordinary Mustang into something completely unique.
Armageddon & Fundraising For Child Cancer
One of the best uses of the car: bringing the Captain America Mustang to Armageddon and using the attention it created to help raise money for child cancer.
When A Car Becomes More Art Than Experience
People adored looking at it, photographing it and seeing it at events. Turning that enthusiasm into regular experience bookings was a very different challenge.
Knowing When To Let It Go
After roughly a year in the garage, the numbers and customer choices told us what we needed to know. It had been a great experiment, but it was time for the garage to evolve again.