Cars and Drivers

Mustang Sales Crater as New Versions Launch

Douglas A. McIntyre

Published: January 17, 2017 1:25 pm

Last Updated: January 12, 2020 3:48 pm

Sales of Ford Motor Co.’s (NYSE: F) Mustang sports car were poor last year. They fell 13.4% to 105,932. December was worse, with sales off 19.2% to 7,064. Ford has released new versions of the Mustang in hopes of flattening the fall-off, or even reversing it.

Ford may have added too little, demonstrated by the list of upgrades to the 2018 Mustang. Most are pedestrian by today’s standards for new cars. Their primary list:

Sleeker design: New Mustang features a more athletic look, with new front and rear-end design that deliver a leaner and meaner look and refined aerodynamics

More advanced technology: New Mustang technologies include a 12-inch all-digital instrument cluster that you can customize your way, MyMode with memory function that remembers your driving preferences for the next time you drive, and new driver-assist features such as Pre-Collision Assist with Pedestrian Detection for increased confidence behind the wheel

Improved Performance: Powerful engine upgrades, plus an all-new available 10-speed automatic transmission give Mustang even more performance, while available MagneRide™ suspension offers optimum handling; optional active valve exhaust affords complete auditory control – let the engine roar, or not.

Many sports cars could claim an athletic look, since that is fundamental to the category’s appeal. The chance to customize instruments is also not rare, nor are the driver-assist features, which are slim by comparison to many cars introduced in the past two years. The Mustang already had a selection of engines, modestly powerful to very powerful, as well as suspension and handling. All of its competitors would make the same claims.

Auditory control — that’s another matter completely.

The upgrades likely are insufficient to reverse the drop in sales.