The fifth generation of the Ford Thunderbird is a large personal luxury car that was produced by Ford for the 1967 to 1971 model years. This fifth generation saw the second major change of direction for the Thunderbird. The Thunderbird had fundamentally remained the same in concept through 1966, even though the styling had been updated twice. The introduction of the Ford Mustang in early 1964 had, however, challenged the Thunderbird's market positioning. It, like the Thunderbird, was a small, two-door, four-seater with sporting pretensions, but it was more affordable. The Thunderbird's sales suffered. Ford's response was to move the Thunderbird upmarket.