PUBLIC RELATIONS PLATFORMS
Efforts to rediscover The Mustang Generation, as outlined below, can be another key to people's identification with the 1974 Mustang.
- Establish the '74 Mustang as a new import fighter. While the share of U. S. car sales gained by imports declined in 1972 for the first time since 1965, sales of small, sporty imports increased again in 1972 as they have every year for the past decade. (See chart in Automotive Times section.) The 1972 sales figure is approximately 311,000, up from 254,000 in 1971, and the projection for 1973 is 378,000. This surge in sales is attributable at least partially to lack of challenge by domestic cars designed specifically for the market need of being met by the small, sporty imports. The '74 Mustang will take up the import battle on a flank unprotected by Pinto, Vega and Gremlin. It is the new import fighter, and as such will be a timely news story.
- Emphasize Mustang's jewel-like quality. The new car will be a pace-setter for the fine road cars of the world. Its jewel-like finish - from the fit of its exterior moldings to the lavishness of its interior trim - can be the subject of a variety of feature articles.
- Establish Mustang's new price as an advantage. As with the original Mustang, the 1974 will go to market with a price unexpectedly low, if the correct point of view is established. Compared with the fine, sporty imported road cars it equals or excels in many ways, it is price "unexpectedly low" at its projected level of uner $2,700. In market research clinics, people asked to guess its value have tended to overestimate by up to $1,000. Compared with the value offered by the 1965 model Mustang, and taking into account nine years of inflation plus addition of government-required safety, emissions and damageability equipment, a base price tag under $2,700 again is unexpectedly low. However, one important factor, as auto and business writers will view the 1974 Mustang, is that it is much smaller and lighter than the 1973 version. If its base price can be kept lower than the 1973's base price, then the new car's value story can be presented much more positively and effectively.
|
