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74 Mustang - Young Car With a Tradition and a Future
THE 1974 MUSTANG

       The company that gave the public so many firsts in recent years made a bold new decision.
       Once again, Ford had listened.
       As it had done a decade before, the company had researched and defined a market demand largely unheeded by other domestic automotive firms, and being met only partially by foreign auto makers.
       The decision was not a cross-your-fingers move. It was well-rooted in market potential studies, buyer attitude surveys, market segmentation analyses and an encompassing look at the future role of the auto in America's transportation future.
       The decision was made to build and market a new-concept Mustang.

       It would be smaller - not merely smaller than the 1973 Mustang, but smaller in some dimensions than the one introduced in 1964.
       It would not be a spartan mini-car, but rather a finely detailed automobile with the luxury appointments of far more expensive European road cars.
       "The move to make Mustang smaller directly is contradicting what the industry has been saying the past several years," noted Sperlich.
       "We're now saying that bigger is not always better...that drag strip cars had their day, but sporty car buyers today prefer a little pep with a lot of agility. Our new Mustang is based on the premise that what people want in place of an oversized, overweight, fairly costly 'sporty compact,' is really a small, stylish, economical, nimble, fine car.
       "Though buyers find some of these features in the subcompact Pinto and compact Maverick, the new Mustang will offer worthwhile bonuses in design, ride qualities and luxury appointments," he said.



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