Ford Mustang 40th Anniversary

In the Beginning
It was as unlikely an inspiration as any--circa 1961, Ford Division General Manager Lee Iacocca jealously eyed healthy sales of a sporty version of archrival Chevrolet's rear-engine Corvair. The Corvair Monza offered bucket seats, a floor shift, and clean Euro-inspired design. And the Chevrolet was attracting a new kind of buyer, one looking for something distinctively styled, small, maneuverable, and fun to drive. Ford had nothing like it.

As the 1960s dawned, the demographics of America were changing rapidly. The surging Baby-Boom generation, born into the optimism and rising expectations following World War II, was approaching its car-buying years. Social mores and attitudes were changing, moving away from the pragmatic conservatism of the 1930s' Great Depression and the sacrifices of a world war.

Ford needed new product to satisfy this thirst for a vehicle in tune with a more youthful lifestyle. Such a product could be targeted at four diverse market niches: the sporty set seeking a hot set of wheels; young buyers with very little to spend; women seeking easy-to-drive, easy-to-maintain transportation; and two-car households with some extra discretionary cash to spend.

Easier said than done.

Looking for that certain something, Iacocca directed his product planners to develop a "Special Falcon," a fun-to-drive, stylish car that would weigh 2500 pounds and sell for $2500. Simultaneously, Iacocca suggested a design contest for a new four-seater car, involving teams from Ford, Lincoln-Mercury, and advanced Corporate studios. A rendering by one Gale Halderman--showing a long hood, short deck, and sharply chiseled lines--caught everyone's eye. Planners figured out how to package Falcon and Fairlane mechanical components into the car's new proportions. A number of names were considered for the new car, including Puma, Cougar, Torino, and Bronco. Eventually the Mustang moniker won out, and the car's galloping-horse logo was developed from Frederic Remington's "Great Pictures of the Old West."

The company was still reeling from the embarrassment of the Edsel. But the compact Falcon and intermediate Fairlane sedans had been successful in opening new segments to buyers wanting more sober Fords of a smaller size. Could there be another mass segment out there based on fun and lifestyle?