If there is a car that can be said to be a classic piece of Americana, the Ford Mustang is it. For decades the Mustang has enjoyed unparalleled popularity. They say necessity is the mother of invention, well the Mustang was created with a great need to boost poor sales and compete with rival car companies and Ford put together the right mix of design and marketing to come out on top.

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. While his idea was initially rejected, he eventually talked management into going along and soon design was under way. 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. The campaign was one of the most successful launches in American history, with over a million Mustangs sold in its first year and a half on the market (during which time it was upgraded to a four-seater).

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. Although they didn't have the "look" of previous Mustang Generations, being a bit smaller and with softer lines, this Mustang had a roomier interior that could now seat four people in relative comfort. This generation also was given a 302 with a superior camshaft along with an updated exhaust system and new valves. From a performance standpoint, it was actually the best Mustang to-date and was one of the fastest cars in the country.

But the third generation Mustang didn't catch the consumers eye the way previous Mustangs had, so Ford redesigned it with the goal of restoring the heady sales-figures of earlier generations. With a new sporty look, they offered the Mustang to the public once again and they were not disappointed. The new Mustangs were almost a perfect hybrid of the earlier models in look, and included all the innovations in the guts that had made the Mustang a reliable performance car.

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.

Alex consults for a hobby shop offering diecast model cars as well as highly detailed Mustang pedal cars for kids.