Word: mustangers
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Dates: during 1960-1969
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...Virile Mustang...
acocca's Mustang...
...Shrine. Having been burned so badly with the ill-fated Edsel, whose styling it unaccountably failed to market research before its introduction, Ford this time conducted 14 studies on the Mustang, ranging from interviews with Monza owners to name and pricing studies. Its staff of 20, the industry's largest, found, among other things, that the car's outside appearance ranks first with the under-25 crowd and that four seaters are preferred 16-to-l among sports-car owners...
...auto executives still rely principally on their own intuition, using market research only to back it up-as Iacocca finally did in the case of the Mustang. "There are a lot of markets out there," says Iacocca, sweeping his hand at the panorama of flat Michigan countryside that he can see through the glass wall of his fifth-floor office. "My most important role here is to tell my top management how I view these markets, and how we want to respond to them. When I am finally convinced that there is a market for a new kind...
When it came to selecting a name for the sports car, Iacocca discarded Cougar and Turino, before settling on Mustang. A holdout until the end was Henry Ford, who wanted to call it the Thunderbird II, to borrow from the Thunderbird's prestige. Ford is not always so tractable, of course, sometimes settles arguments in his favor by simply saying: "Don't forget, my name is on the building." One such case was his insistence, after sitting in a mockup of the Mustang, that the rear-seat leg room be increased an inch. Iacocca and his men complained...