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74 Mustang - Young Car With a Tradition and a Future

       The marketing and public relations efforts were prologue to the feature attraction. The real show was in Ford dealerships, and opening day was April 17, 1964.
       The excitement of that day has been compared favorably to the hysterical introduction of the Ford Model A 37 years before, when in some cities fireman had to be called to hose clamorous crowds.
       Ford dealerships this time were so swamped with people trying to see and sit in the new car that dealers had trouble writing orders. One dealer in Chicago had to lock the doors of his showroom because so many people tried to crowd in he feared for their safety. A dealer in Pittsburgh couldn't take a Mustang off a wash rack because of the press of people around it.
       Several dealers had live Mustangs in corrals in front of their showrooms.
       At a dealership in Garland, Texas, 15 would-be buyers bid on the same Mustang and the successful bidder insisted on sleeping in the car so that, as he put it, "they won't sell it out from under me before my check clears in the morning."
       A Chevrolet dealer in northern Michigan put a pile of horse droppings in front of his dealership with a sign, "Mustang Was Here!"
       More than 22,000 Mustangs were ordered from Ford dealers during the public introduction weekend, and a record four-million persons visited the showrooms.
       The favorable reaction to Introduction Day carried over and was strongly sustained. Within four months more than 100,000 Mustangs had been sold, and the car had taken its place among the top five automobiles in sales volume. The market that had been looking for a specialized car had found it.
       It was now essential to learn everything possible about the average Mustang buyer. Information on buyers was needed in order to gauge the full potential of the market and to assure that the car was an enduring concept and not a passing fancy.
       Statistics traced a significant picture. More than half of buyers were in the 20-to-34 age bracket. This fact helped confirm the early observations of market researchers on the growing importance of young people in the marketplace.
       On the other hand, it was reassuring to note that about 16 per cent of Mustang buyers were between 45 and 54. This was a clear indication that the attraction of the car was not limited to the younger set.

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