In 1963, planning for the Mustang begin in earnest. To be built on the Ford Falcon's unibody platform, the Mustang was discussed at length before a single sketch was ever drawn. The all-consuming goal was to make a car that looked like no other. With a sweeping hood, sculptured flanks and short rear deck. With those design cues, the Mustang would be set apart from all competition.
According to some, the Mustang was established as a response to GM's Corvair Monza and the defining ideas for it were committed to paper beginning in late 1961. Reportedly, it was Lee Iacocca - not Henry Ford II - who determined that the car would be a four-seater, because of the economic failure of the two-seat Thunderbird in 1955.
However, the commercial success of the Ford Falcon contributed significantly to the Mustang plan, as it became evident that smaller cars had become more acceptable to the American public. Through forty-six years of tough competition from Chrysler and General Motors, the Mustang remained in continuous production while the others came and went and came again...
For fun, we look at some of the advertising that supported the launch and early years of the most successful and enduring North American automotive nameplate ever produced.
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Ford Motor Company
1964-1965: Officially launched on April 17, 1964, Ford's Mustang became the Official Car of the Baby Boom. It was a fortuitous accident of timing and a result of brilliant product planning. This sleek, stylish model launched the pony car genre with a staggering 417,000 sales in its first year.
A Fastback version debuted on Oct. 1. Standard equipment included floor shift transmission, full wheel covers, padded dash, bucket seats and carpeting. Base MSRP was $2368, shipping extra.
1966: Much to both the buyer's and collector's delight, Mustang was "refreshed" annually. For 1966, thin bars replace the honeycomb grille texture, leaving the galloping horse to float in its chromed rectangular corral.
1967: Different everywhere except in its chassis, inner structure and running gear, the Mustang 2+2 goes from a semi-notchback to a sweeping full fastback roofline. Separate triple tail lamps, a longer nose, and a bigger grille are also added to promote a more aggressive stance. The Mach 1 concept teases the design direction of the production 1967 Mustang 2+2 Fastback. The concept features large rear-body scoops, racing style flip-open fuel doors, four exhaust ports, and mag wheels. The front end is changed several times to create a more traditional Mustang look.
1968: Mustang GT is given a unique look, highlighted by striking C-shaped body stripes. Styled steel wheels with a slotted disc pattern is stock on GTs. The 1968 fastback is virtually unchanged save new side marker lights.
1969: A "steed for every need" is launched with the creation of special models to complement the all-out muscle car. An extra pair of headlights is set within the grille and the taillights were no longer recessed.
1970: The success of the BOSS 302 in Trans Am racing prompted the release of a road going version for enthusiasts and one of the most successful special edition Mustangs ever.
1971-1973: The entire Mustang lineup gets longer and wider—the biggest Mustang ever. The freshening includes a stronger front appearance thanks to a new bumper and honeycomb grille with pony logo, a NACA-style ram-air hood scoop and Magnum 500 wheels.
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The Classic Years in Mustang Advertising
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