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

In 1964, the Ford company was experiencing a downswing. Although it had experienced good sales with its Falcon model in years past, Chevrolet had pulled ahead in sales due to its development of the Corvair Monza. Ford wanted an answer to the Chevy's character and style, which were its key selling features.

In stepped Lee Iacocca, with an idea to create a car that could be designed by the people. While his idea was initially rejected, he eventually talked management into going along and soon design was under way. To keep development costs down, the new vehicle was to use as many parts from existing Ford car models as possible including the drivetrain, which would be that of the Falcon and the Fairlane. This new Ford automobile, dubbed the Mustang, would be available as a two-seater, convertible or coup.

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. With over a million sold in its first 18 months, the Ford Mustang enjoyed one of the most successful launches in the recorded history of marketing. The success was so overwhelming that Ford even developed a four-seater to add to the Mustang line.

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. Air conditioning, power steering and a high performance engine were all offered, along with different power train combinations. 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.

Third generation Mustangs were produced longer than any other generation of the vehicle. 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. With a 302 with a better camshaft and new valves as well as an updated exhaust system, the third generation of Mustang was the best from a performance point of view, being one of the fastest domestic cars available in America.

The fourth generation of Mustang was designed to get the car back to the sales numbers it had enjoyed in previous years. 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.

Ford bought in to the popularity of retro in a big way with the fifth generation of Mustang which hit the market in 2005. The latest Mustang models are much more similar to the '60s styles than any other generation, only with the sleeker lines that the 21st century finds so appealing in all matters of decoration. The Ford Mustang is forever history in the making.