It is not uncommon for non-automotive brands to utilize cars to promote their businesses. Oscar Mayer, for example, famously utilized a hot dog-shaped vehicle known as the Wienermobile. Similarly, Domino’s Pizza delivered its pies with the A2 Aerocar in the 1980s, and Birds Eye, a frozen foods brand, created the Pea Car for a TV commercial.
In its latest campaign, McDonald’s is taking a more subtle approach to car branding to celebrate changes to its classic burgers. Rather than employing bold and intrusive marketing materials, the company has tastefully customized a new vehicle for one of its mascots, the Hamburglar. The vehicle in question is a 1970 Plymouth Barracuda, modified by Sean Smith Designs to match the beloved character’s black-and-white striped outfit. It has been aptly renamed the “Burgercuda.”
Sean Smith Designs is renowned for its exceptional work on classic American cars. The workshop has previously modified vehicles for celebrities and movies, with notable builds including a Roadrunner restomod for Kevin Hart and a Dodge Charger for Fast and Furious 9.
For McDonald’s marketing campaign, the team at Sean Smith Designs collaborated with Fusion Motor Company and Sew Cal Rods & Upholstery to create the burger-themed Plymouth Barracuda. The result is an eye-catching muscle car with specific details inspired by the Hamburglar. In addition to the red, white, and black color scheme, the car features hubcaps designed to resemble sesame seed buns, a spare tire styled as a giant cheeseburger, and a discreet McDonald’s logo in an old-school font on the front grille. The hood scoop bears a “Robble” marking, and the license plate reads “RBL RBL” in red letters, further emphasizing its connection to the Hamburglar.
The interior of the car is just as attention-grabbing, with a color palette that matches the exterior. The front and back seats are adorned with black and white stripes, reminiscent of the mascot’s prison uniform. The most notable modification inside the car is a hidden burger warmer located in the center console. Additionally, there is a burger holder and cupholder on either side of the customized shifter, and the steering wheel features an embossed McDonald’s Arch logo.
As this car is a one-off creation for McDonald’s advertising campaign, no technical details have been disclosed. However, it is worth mentioning that the legendary 1970 Plymouth Barracuda was available with various engine options, including the 440-cubic-inch and 426-cubic-inch Hemi V8s.
To engage fans, McDonald’s has placed a QR code on the rear quarter panel of the Burgercuda. Those who spot the car in the wild can scan the code for a chance to win Hamburglar-themed merchandise or free burgers.