As the Ford Mustang approaches its 50th Anniversary, on April 16, 2014, market forces are reshaping both the auto industry and the products it produces. During the 2010 Paris Auto Show, J Mays, Chief Creative Officer for Ford, took time to answer vehicle design questions from Facebook participants.

Some of the questions dealt directly with the future of the Mustang and Mays’ responses are illuminating – to a degree.

“…we simply can’t do an evolution of the 2005 – 2010 cars.”

Faced with government-mandated targets for 2020, Ford has to move all product lines in that direction. If Mustang sales eventually recover to June, 2008’s mainstream levels, there is little possibility that any mileage deficit can be buried within the Corporate average. Ford’s recent EcoBoost and direct injection technologies have a lot of room to run yet and are almost guaranteed to play a role in future cars.

“…we have to signal that the Mustang has another 50 years of life left in it.”

Aside from confirming that the Mustang will not be absorbed Borg-like into the company’s global DNA bank, this long term view clearly recognizes the brand equity that has developed in the nameplate. Whatever the Mustang may look like 50 years from now, it will likely retain the core values that made it an undeniable force in the marketplace – cheap power, individual customizability and distinctive style.

“…we’re going to have to take a bit more of a stretch with the car…”

While the brand’s core values should remain in place, how they are achieved is clearly open to interpretation. For example, if the V8 engine goes by the wayside, replaced by a 400-hp V6, the pointless bleating – while expected – is likely to have little impact on future directions. Could there be more? Bet on it.

Downsizing of the current model has to be in the cards to reduce weight and improve Corporate fuel economy. We’ve come a long way from the 2518 lb. kerb weight of the 1979 Mustang. It’s time to call Jenny. Whether reductions are achieved by downsizing or advanced materials or a combination of both, performance improvements come along for free. There is no excuse for not doing this in the next iteration of the Mustang.

“Approaching 2013, you’ll see a very cool Mustang.”

Ford’s product design cycles have been shortened to 37 months, or perhaps a little less these days, so the next Mustang is probably just in the outline phase. However, one could infer from this statement that a Mustang concept car or two, may surface at the 2012 LA Auto Show. As for what “very cool” means, that will be subject to intense speculation in the meantime.