Still The Ultimate Boomer Car

by David Menzies

If there’s any one car that owes its birth – and, indeed, its continued existence – to the ascent of the baby boom generation, then that car is the Ford Mustang.

On the auction circuit, certain Mustangs manufactured in the mid-’60s and early ‘70s now command six-figure bids. Meanwhile, the current heavily retro-influenced Mustang, introduced in 2004, has proven to be a much-needed bases-loaded home run for Ford. And, earlier this year, the remake of “Knight Rider” debuted. Gone is the now-defunct Pontiac Firebird Trans-Am that played K.I.T.T. in the original series; in its place is the 2008 Ford Shelby Mustang GT500 KR (King of the Road) – the most powerful (540-horsepower) Mustang to ever roll off a Ford assembly line.

Although introduced in 1964, the Mustang has roots that can be traced to 1960 when the Ford Motor Company was reeling from the financial and critical disaster that was the Edsel (1958-’60). Ford was looking to rebound in a big way. But instead of espousing a bigger-is-better mindset, Ford executive (and future Chrysler CEO) Lee Iacocca pushed his colleagues (and a lukewarm Henry Ford II) to go in the opposite direction: namely, develop a car that was relatively small, sporty and affordable.

Meanwhile, Ford’s market research team recognized that a demographic tsunami was about to hit North America: namely, the first wave of the so-called “baby boom generation.” As Iacocca notes in his self-titled autobiography: “Millions of teenagers born in the baby boom that followed World War II were about to surge into the national marketplace. … Young adults between eighteen and thirty-four would account for at least half the huge increase in car sales that was predicted for the entire industry during the next ten years.”

Ford’s mission: engineer a car that would specifically appeal to the baby boom generation – in other words, the “anti-Edsel”. But it had to be done right. To avoid being perceived as a “poor man’s Thunderbird,” even the base model Mustang would be well-equipped. The Mustang had to be small but not too small – like the sporty cars found in Europe at the time. And the sticker price could not exceed $2,500.

It was a tall order. Ford was able to pull it off by piggy-backing the Mustang on the Ford Falcon platform. This strategy allowed the Mustang to share already-developed engines, transmissions and axles, building the Mustang for only $75 million. A new car developed from the ground up would have cost $300 to $400 million.

Ford sank a small fortune into advertising. The gambit paid off. When the Mustang debuted on April 17, 1964, Ford dealerships were literally mobbed. One Chicago Ford dealer had to lock his showroom doors.

Mustang Mania had arrived. The car received rave reviews, even from the critical Consumer Reports, and the ‘Stang was featured simultaneously on the covers of Time and Newsweek – a public relations coup. Ford converted additional plants in California and New Jersey to keep up with demand. In the first two years, the Mustang generated a staggering profit of $1.1 billion (in 1964 dollars).

Merchandising spinoffs followed, as everything from Mustang logo-festooned sunglasses and apparel to children’s toys hit store shelves. The Mustang would emerge as a pop culture hit, too. According to www.mustangsource.com, Mustangs have been featured in more movies than any other car model, alphabetically from “Ace Ventura: Pet Detective” to “When Harry Met Sally.”

The first appearance was in the 1964 James Bond classic, “Goldfinger”. But the ultimate star turn for the Mustang was “Bullitt”, wherein a 1968 Mustang GT 390 Fastback goes up against a Dodge Charger R/T on the hilly streets of San Francisco in perhaps the best car chase ever filmed. So popular is that 10-minute scene Ford is now offering a new Bullitt version of the 2008 Mustang GT to coincide with the 40th anniversary of the film. Rumor has it a remake of “Bullitt” might get the green light, too, with Brad Pitt in the Steve McQueen role. If so, an appropriate car awaits.

Of course, the Mustang saga has not been without its pitfalls. By the early ‘70s, Ford had made the Mustang eight inches longer, six inches wider and nearly 600 pounds heavier. In 1966, Ford sold 550,000 Mustangs; by 1970, sales nosedived to 150,000.

The car was eventually slimmed down again for the 1974- ’78 run and renamed the Mustang II. While sales rebounded, this Mustang – based on the Pinto platform – clearly lacked the magic of the original pony car.

Most observers concur Ford didn’t truly recapture Mustang lightning in a bottle again until 2004, when the superb ‘05 Mustang was introduced. Featuring retro lines inspired by the ‘60s models and power to spare, the car has proven enormously successful for Ford, at least in part because it appeals so much to boomers.

What lies ahead for the next generation Mustang? It’s impossible to say. Ford, like most automotive companies, does not speculate about future product offerings. But one thing is certain: Ford can ill-afford to rest on its laurels. In the months ahead, similar retrothemed domestic sport coupes targeted at the Mustang’s demographic will be unveiled by Chrysler (Dodge Challenger) and GM (Chevrolet Camaro). For consumers, it’s like the 1960s all over again as myriad muscle cars vie for our affection. Enjoy!

David Menzies is a freelance writer specializing in automotive reviewing (www.davidmenzies.ca). A baby boomer himself, David currently drives a much-loved, trusty Honda Prelude.