If there is a car that can be said to be a classic piece of Americana, the Ford Mustang is it. This vehicle has remained popular for decades. Born out of a need to compete with a rival company's model and to boost sagging sales, the success of the Mustang is due to the right combination of media savvy, great entrepreneurship, and marketing brilliance.
The Concept
Ford wasn't doing well in the year 1964. With the development of the Corvair Monza, Chevrolet had taken a significant lead in sales. With the greatest success of the Ford Falcon squarely in the past, the Ford Motor Company knew they needed something new. Ford pinpointed the style and character of the new Chevy cars as their reason for their success and set out to answer back with a little of their own.
Lee Iacocca stepped up to the plate and suggested the new vehicle be designed by the people. At first, upper management at Ford rejected the concept, but eventually Iacocca won them over and soon after the car began its design stage. In order to reduce costs on the development, the Mustang used many parts that were originally included on other car models, notably the drivetrain that was found in both the Fairlane and the Falcon. It came in two-seater models, coup or convertible.
The Campaign
To launch their new car, Ford put together an extraordinary advertising campaign. Ford debuted the Mustang at the World's Fair in New York on April 17, 1964. Within two days the advertisements were all over U.S. television. With over a million sold in its first 18 months, the Ford Mustang enjoyed one of the most successful launches in the recorded history of marketing. The success was so overwhelming that Ford even developed a four-seater to add to the Mustang line.
One of the largest perks of buying a Mustang was that every car was built-to-order and each soon-to-be-owner could choose from a long list of options to include on their new car. Some of the options included power steering, power train combinations, air conditioning, and a high performance engine. It was the first car to include so many different options to the buyer, and the strategy was profitable for both manufacturers and dealers.
New Models
The '64 to '66 Mustang models were built with a sports car look, including long hoods and shorter rear units. Interiors were also designed along sports lines, with a small backseat and two seats in the front.
1967 and 1968 Mustangs had a larger grill than the original models, and also a widened hood that was more aggressive looking and a better reflection of the engine units.
1969 and 1970 Mustangs were longer than the previous models, and were also heavier. In addition, the headlights of the Mustang were now housed inside the grill instead of protruding.
'71 to '73 saw the heaviest Mustangs to date put on the market.
The second generation of Mustangs saw a return to the appearance of the original model, but with important innovations in the guts. Rack-and-pinion steering was an important part of the system that was manufactured from 1974-1978.
The third generation of Mustang was also the longest incarnation of the car in terms of production. While it lacked the cosmetic appeal of the other generations (being smaller and with softer lines), this model had a complete reworking of the interior so that four people would fit in it comfortably. With a 302 with a better camshaft and new valves as well as an updated exhaust system, the third generation of Mustang was the best from a performance point of view, being one of the fastest domestic cars available in America.
The fourth generation of Mustang was designed to get the car back to the sales numbers it had enjoyed in previous years. The manufacturers relied on a return to the sporty look to accomplish this, and the move paid off. Ford had successfully melded the look of earlier generationg with the superior parts and performance of the third-generation Mustangs to create one formidable machine.
With the 2005 redesign, the fifth-gen Mustang has gone retro. Like sleeker versions of their 1960's era predecessors, these Mustang continue to shine for a new generation of Americans. | | Author Info: Alex consults for a hobby shop offering diecast model cars as well as highly detailed Mustang pedal cars for kids. |
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