Ford plans annual output of 25,000 of the roadsters and believes demand is strong enough to sell out the first two years' production. There's a huge halo effect. The new model incorporates modern design and influences from the 1950s models. The beauty of the Thunderbird is that it's based on an existing platform, so the cost of developing it is relatively modest.
People see it and there's an emotional response.
They have risen 9.4 percent this year.