| The History of the Mustang | | | | New Models |
| If there is a car that can be said to be a classic piece | | | | The '64 to '66 Mustang models were built with a |
| of Americana, the Ford Mustang is it. This vehicle has | | | | sports car look, including long hoods and shorter rear |
| remained popular for decades. Born out of a need to | | | | units. Interiors were also designed along sports lines, |
| compete with a rival company's model and to boost | | | | with a small backseat and two seats in the front. |
| sagging sales, the success of the Mustang is due to | | | | 1967 and 1968 Mustangs had a larger grill than the |
| the right combination of media savvy, great | | | | original models, and also a widened hood that was |
| entrepreneurship, and marketing brilliance. | | | | more aggressive looking and a better reflection of the |
| The Concept | | | | engine units. |
| In 1964, the Ford company was experiencing a | | | | 1969 and 1970 Mustangs were longer than the |
| downswing. Although it had experienced good sales | | | | previous models, and were also heavier. In addition, the |
| with its Falcon model in years past, Chevrolet had | | | | headlights of the Mustang were now housed inside the |
| pulled ahead in sales due to its development of the | | | | grill instead of protruding. |
| Corvair Monza. Ford wanted an answer to the | | | | '71 to '73 saw the heaviest Mustangs to date put on |
| Chevy's character and style, which were its key selling | | | | the market. |
| features. | | | | The second generation of Mustangs saw a return to |
| In stepped Lee Iacocca, with an idea to create a car | | | | the appearance of the original model, but with |
| that could be designed by the people. While his idea | | | | important innovations in the guts. Rack-and-pinion |
| was initially rejected, he eventually talked management | | | | steering was an important part of the system that |
| into going along and soon design was under way. In | | | | was manufactured from 1974-1978. |
| order to reduce costs on the development, the | | | | The third generation of Mustang was also the longest |
| Mustang used many parts that were originally included | | | | incarnation of the car in terms of production. While it |
| on other car models, notably the drivetrain that was | | | | lacked the cosmetic appeal of the other generations |
| found in both the Fairlane and the Falcon. It came in | | | | (being smaller and with softer lines), this model had a |
| two-seater models, coup or convertible. | | | | complete reworking of the interior so that four people |
| The Campaign | | | | would fit in it comfortably. With a 302 with a better |
| The Ford launch of the Mustang involved an incredibly | | | | camshaft and new valves as well as an updated |
| detailed advertising campaign. Ford debuted the | | | | exhaust system, the third generation of Mustang was |
| Mustang at the World's Fair in New York on April 17, | | | | the best from a performance point of view, being one |
| 1964. Two days later, the car was advertised on all | | | | of the fastest domestic cars available in America. |
| three American television networks. The campaign | | | | The fourth generation of Mustang was designed to |
| was one of the most successful launches in American | | | | get the car back to the sales numbers it had enjoyed |
| history, with over a million Mustangs sold in its first year | | | | in previous years. The manufacturers relied on a return |
| and a half on the market (during which time it was | | | | to the sporty look to accomplish this, and the move |
| upgraded to a four-seater). | | | | paid off. The new Mustangs were almost a perfect |
| A significant selling piece of the Mustang was that it | | | | hybrid of the earlier models in look, and included all the |
| was built to order. That is, purchasers had a huge list | | | | innovations in the guts that had made the Mustang a |
| of options that they could select on the car for | | | | reliable performance car. |
| themselves. Some of the options included power | | | | Ford bought in to the popularity of retro in a big way |
| steering, power train combinations, air conditioning, and | | | | with the fifth generation of Mustang which hit the |
| a high performance engine. It was the first car to | | | | market in 2005. The latest Mustang models are much |
| include so many different options to the buyer, and the | | | | more similar to the '60s styles than any other |
| strategy was profitable for both manufacturers and | | | | generation, only with the sleeker lines that the 21st |
| dealers. | | | | century finds so appealing in all matters of decoration. |