Mustang Mach-E outperforms ‘real’ Mustang in 2024

The collapse in sports car sales in the fourth quarter provoked a sensation: at the end of 12 months, the crossover was higher in the “blue oval” ranking! Last year, Ford sold 44,000 traditional Mustangs (-9.5% compared to 2023). At the same time, sales of the Mustang Mach-E reached 51.7 thousand units (+26.9%), and analysts believe that the gap will grow in 2025.

Before the start of the year, it was difficult to predict the decline in sales of the classic Ford Mustang, because the main competitors (Dodge Challenger/Charger and Chevrolet Camaro) were removed from the assembly line. However, huge markups on pony cars and the lack of basic versions from dealers led to a drop in demand.

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The success of the Mustang Mach-E is explained by cheap leasing: renting an electric car is much more profitable. Buyers were also attracted by the price reduction: the crossover fell from 42 to 38.5 thousand dollars (excluding tax benefits). It’s interesting that the battery-powered crossover is older than the pony car: it debuted in 2021 and hasn’t actually changed all this time.

Ford marketers have a lot to think about, as the classic Mustang posted one of its worst sales results in its 60-year history. However, the F-Series pickup trucks are still making money in the portfolio: over the year, all modifications sold 765 thousand units (+2%), and the total number of Ford vehicles sold increased by 3% to 1.974 million units.

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