Word: mustangers
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Dates: during 1960-1969
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Dealer supplies, of course, may well run out before the strike ends. In the meantime, Ford is offering a tempting array of old favorites and one entirely new series. For Ford's Mustang, which has triggered hot competition in the sporty-specialty-car field (see following story), the changes for 1968 are modest: one makes air scoops on the hood standard instead of optional. The '68 Thunderbird is also virtually unchanged except for the substitution of a three-person front seat for two bucket seats...
Style changes this year are far from radical; most manufacturers have opted to streamline existing models-adding a little chrome here, taking a little there. The sporty flair initiated by the Ford Mustang in 1964 is everywhere in evidence. Most of the emphasis is on the "intermediate"-more than a compact, but less than a full-size car. Says Ford Division General Manager Matt McLaughlin: "The real battleground for sales in 1968 is going to be in the intermediate field." Lincoln-Mercury is betting on its Montego line, of which two models resemble the popular Cougar. General Motors is also...
...Corp. last week made a move to get into high gear. Off the company's production lines in Kenosha, Wis., rolled the first Javelin specialty car, a handsome 1968-model entry that will put A.M.C. into the bustling youth market with such fast company as Ford's Mustang, Chevrolet's Camaro, Plymouth's Barracuda, Lincoln Mercury's Cougar and Pontiac's Firebird...
...door hardtop with swept-back body, the Javelin boasts the kind of features that the sports-minded car buyer seems to prefer-streamlined hood, bucket seats, split grille and sunken door handles. Also available are such options as a zippy 280-h.p. engine and racing stripes. Roomier than the Mustang, but with a price in the same range (about $2,500), the car itself not only stands to catch on, but, says Company President William Luneburg, its sporty look should also "give the showrooms a traffic boost" for other lines...
Tackling the Mustang. Along with its new-look Javelin, A.M.C. has sought a new look in advertising, signing on the currently hot Wells, Rich, Greene agency (other accounts: Benson & Hedges 100s and Braniff airlines), which plans to tackle the Mustang headon, with the pitch that the new car has features-contour bumpers, hand-welded roof, more leg room-that make it a swell value. A.M.C.'s brass expects the total specialty market to reach 1,000,000 car sales next year, counts on the Javelin to capture a 5% slice, or 50,000 cars. Added to American...