Ford Mustang Magic – How It All Began

Ford Motor Company has sold well over 10 millionMustang was a perfect fit for the low slung,
Mustangs in the past 46 years and created 100dramatically styled vehicle, but they objected to
million more memories of youthful indulgence,an image of a World War II fighter plane as the
magical first dates and unforgettable Friday nightlogo.
cruises. Now, as the fifth-generation 2011 MustangAfter months of debate, it was decided that the
rolls off the assembly line and into Ford dealershipimage of the galloping horse best represented the
showrooms across the country, many who havefree spirit of the car and its intended buyers. To
experienced and reveled in the Mustang mystiquefurther drive home the message, the galloping
think back to how it all started.horse on the Mustang logo is shown running the
The first Ford Mustang rolled off the assembly lineopposite way that trained racehorses run around
in Dearborn, Michigan, on March 9th 1964. Aa track.
month later, on April 17th 1964, Mustang made itsAlthough purists argue that the Plymouth
worldwide debut. But, the journey from drawingBarracuda beat the Ford Mustang to market by a
board, to assembly line and to driveways allfull two weeks, American car buyers had never
across the American landscape actually beganseen or experienced anything like the marketing
many years before, in the fertile imagination of aand advertising blitz Ford created to launch the
young man named Lee Iacocca.1964 ½ Mustang.
Iacocca joined the Ford organization in 1946. The official press release announced, "Styling and
Although trained as an engineer, he soon realizedfeatures of expensive European road cars are
his personal passion and future was in sales.combined with American mass-production price,
Iacocca spent years as a field manager helpingcompact economy and traditional Ford quality in
dealers promote and sell some of Ford's mostthe Mustang – a new line of cars from Ford
undesirable products.Division of Ford Motor Company."
In 1956, his "56 for $56" campaign, advertisingFord actually previewed the showroom model
that buyers could purchase a new 1956 Ford forMustang to a continuous flow of automotive
only $56 per month, caught the attention ofreporters and buff book writers beginning in
senior management. Robert McNamara, then viceJanuary 1964. Product information and photos
president of Ford Division, summoned him toprovided by Ford were put under an embargo,
Detroit. Once there, Iacocca's sales savvy soonmeaning reporters agreed not to reveal full details
helped him lap everyone else on the executiveuntil the official public introduction.
fast track. In 1960, Ford chairman Henry Ford IIBut, the embargo didn't prevent them from filling
promoted him to Vice President and Generalpages and pages of their publications with
Manager of the Ford Division.speculation about how the new Mustang would be
Iacocca had long thought that putting a back seatequipped or what it might look like. It was all part
in a sports car would be a great idea. Heof the auto maker's plan to build buyer anticipation
reasoned that a well-styled, fun-to-drive compactand excitement to a feverish pitch during the
car would appeal to America's growing number ofthree months prior the Mustang's launch.
Baby Boomers.Ford also leaked information to some major
After a number of presentations to Ford boardpublications. In early March, the Detroit Free Press
members, the first prototype 1962 Mustang Ireceived an anonymous tip that Walter Buhl Ford
was produced. It was a mid-engine two-seatII, nephew of chairman Henry Ford II, was seen
roadster, named after the legendary World Wardriving a prototype Mustang convertible to a
II P-51 Mustang fighter plane. On October 7thluncheon in downtown Detroit. Photos soon
1962, race driver Dan Gurney drove the Mustangappeared in the newspaper, as well as in Time
I prototype over the U. S. Grand Prix course atand Newsweek.
Watkins Glen, New York.In late March and early April 1964, Life, Look,
Iacocca, however, wanted a more practicalBusiness Week, Esquire, Sports Illustrated and
vehicle, one that would be cheap to produce andThe Wall Street Journal, as well as every buff
generate volume sales. Based on his time in thebook and car magazine, included feature stories
field as a Ford district manager, he knew itsabout the all-new Mustang.
ultimate success would depend on three things: On April 16th1964, Ford previewed the car to an
great styling, strong performance and a low price.estimated 29 million television viewers with ads
After countless re-designs, the 1964 ½ Mustangthat ran at precisely 9:30 pm on all three major
emerged. The chassis, suspension and drive trainnetworks, ABC, NBC and CBS.
components were taken from the Ford Falcon,On April 17th 1964, 2600 newspapers across the
but the finished vehicle featured a long sweepingcountry ran full-page announcement ads, as well
hood, full-wheel cutouts, a functional rear seat andas lengthy feature articles. A flood of print and
high-mounted grill with a free-spirited Mustang astelevision advertising also followed, featuring ads
its centerpiece. Multiple extra-cost options gaveof how fictional wallflowers were transformed into
the buyer an opportunity to customize theirswingers once they owned a Ford Mustang. That
Mustang and also generate generous extra profitssame week, Lee Iacocca and the Mustang were
for Ford.also featured simultaneously on the covers of
Automotive legend has it that other namesboth Time and Newsweek.
considered for the first Mustang included theThe stage was now set for what would be one
Cougar, Thunderbird II, T-Bird II, Torino, Turinoof the boldest and most exciting new car
and T-5. Ford executives agreed that the nameintroductions ever conceived.