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74 Mustang - Young Car With a Tradition and a Future

THE AUTOMOTIVE TIMES
Signs of basic economic strength? Yes, and reasons for the rapid expansion of the U.S. car and truck market. As car sales increased in the early 1970's, the share gained by imports declined in 1972 for the first time since 1965. A number of factors entered into this decline. Detroit's newest mini-cars - Pinto, Vega and Gremlin - sparked the containment. A shift in price advantage also hit the imports in their area of strongest appeal. Ford Motor Company's share of sales has continued to grow. Ford Division, second strongest division in the industry, holds market leadership in four of the seven categories in which it competes. Its leaders are: Mustang, still dominating the small specialty market Pinto, top-selling subcompact, either domestic or foreign Torino, leading the intermediate segment which has become strongest in the marketplace Thunderbird, leader among medium specialty cars Long-term, the picture is even brighter. A 1970 Ford study entitled "Project 80" set out to project the 1980 U.S. environment; predict its impact on transportation, cars, the new-car market and the U.S. auto industry; assess its implications for Ford Motor Company; and recommend appropriate company actions and responses. Among Project 80's conclusions: Though America's population will rise 19 per cent by 1980, auto travel will increase by more than 40 per cent, principally because of suburbanization and affluence. Americans will depend even more on the automobile for most daily activities. Public transportation will improve, but will have little impact on auto use. U.S. new cars sales in 1980 will number about 15 million units. (A more recent Ford Division study put the number at about 12.5 million - still anticipated to be the best ever.)

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