The Ford Mustang Pony Car - A Legacy From Auto Marketing

The Ford Mustang was one of the most pivotal cars in the
American Sports and Pony Car sales and marketing as well as
being an icon of the "Youth Generation". Sports, fast and very
important inexpensive and affordable how did it come about?

It can be said that by the time that Robert F. McNamara came to
leave the Ford Motor Company in the year of 1960 he had ensured
that not only was it in good financial state but just as
importantly he had laid the tools and resources from which the
Mustang was to emerge. Mr. McNamara was the one of the pillars
who introduced and developed the concepts of statistical
analysis in the day to day working and planning of American
enterprises. This came directly from his academic background,
was applied to the American effort in the Second World War and
later directly to American business. The famous "Whiz Kids" who
had such a major effect on the American business climate and
efforts were directly his progeny.

Mr. McNamara joined the Ford Motor Company as president. The
story is told that this was at the urging of his friend that
instead of a return to academia and Harvard University that
"they should join and work for an American company that was in
"Big Trouble". Apparently on the front cover of the then
dominant respected magazine of the time "Life Magazine" was the
cover and lead story of the woes of the family run Ford Motor
Company.

One of the first things Mr. McNamara did as head of Ford was to
inquire about the "statistical and research department"., find
that one did not exist , and then work directly towards the
creation of that very department in a major and substantive way.

At that point in time Americans drove big cars that were of
American origin only.

General Motors was the dominant and profitable major market
force. Ford was in tough times both in sales, profit and market
penetration. When McNamara asked "research" about those "little
German cars "(meaning the Volkswagen Beetle), he was told that
this was an "economy car" with little sales in their American
market. The term "economy car" as well implied low cost and low
profit to the auto maker. In essence why bother. McNamara's
answer to "research" was "found out about it anyway".

What transpired was the astonished report back to the chief from
the research department staff that "We thought that this was an
economy car. But all kinds of people and people with money -
doctors, lawyers and engineers are buying this car. It's not
only an economy car".

As a result Ford recognized and served a very profitable market
niche. Instead of directly competing and fighting with an
entrenched market leader, which often entails costs both in a
great amount of marketing costs and reduced purchase prices (and
profits) in order to sway buyers over from the other products,
Ford entered this mid sized car market with its products the
"Ford Falcon" and its upscale sister the "Mercury Comet" and in
the Canadian marketed as the "Frontenac". Interestingly enough
if you chance on a vintage Ford Falcon or Comet, in 2008, what
was then perceived as a "small car" now seems as a very
reasonably sized car now.

What is important about all of this is the Ford Falcon directly
laid the groundwork for the Mustang and its success. The work
and costs had mainly been done for the Mustang. The Mustang had
a ready made platform upon which to base. Even the dash of the
Mustang and the Falcon are identical, the basis of the Mustang
had already been developed, paid for and tested for durability.
Since a lot of the costs had been developed and paid for the
Mustang could not only be brought out to market rapidly, it was
at the time a very reasonably priced car. Of course the Mustang
had a much larger engine and more pep for the kids and the
beach. It was not a more stogy family car but rather the first
developing entry as an affordable youth Pony Car. The sales and
lore of the Ford Mustang was so great that it is said that one
donut shop owner put a sign in his window that "Our donuts are
selling as fast as Mustangs".