Word: mustangers
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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...
...economy theme is just as pronounced in the Javelin ads. Aimed at the burgeoning youth market, they tackle Ford's successful Mustang head-on with the pitch that the Javelin, while similarly priced (about $2,500), offers such values as contour bumpers, bigger engines and more leg room. To dramatize the car's jumbo gas tank (19 gallons v. the Mustang's 16), one television commercial shows a gang of toughs-"Hey hood, look at the hood!" their leader shouts-siphoning petrol from a parked Javelin. A magazine ad goes even further in highlighting the Javelin...
Ford Division's advertising chief, John Morrissey, professes to welcome the Javelin campaign, insists that "I'll take all the Mustang exposure I can get." Nonetheless, other Ford executives have made no secret of their unhappiness with Wells, Rich, Greene, particularly over a statement by the agency's blonde president, Mary Wells, that the American Motors campaign was directed at people who "think that Detroit is fleecing the public...
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...
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...