Ford Mustang Sales Fall Nearly 12 Percent To 16,917 Units In Q1 2019

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Ford Mustang sales decreased in the United States, Mexico and Brazil, while increasing in South Korea in the first quarter of 2019.

Ford Mustang Sales - Q1 2019 - United States

In the United States, Ford Mustang deliveries totaled 16,917 units in Q1 2019, a decrease of about 12 percent compared to 19,164 units sold in Q1 2018.
MODEL Q1 2019 / Q1 2018 Q1 2019 Q1 2018
MUSTANG -11.73% 16,917 19,164

Ford Mustang Sales - Q1 2019 - Mexico

In Mexico, Ford Mustang deliveries totaled 296 units in Q1 2019, a decrease of about 27 percent compared to 408 units sold in Q1 2018.
MODEL Q1 2019 / Q1 2018 Q1 2019 Q1 2018
MUSTANG -27.45% 296 408

Ford Mustang Sales - Q1 2019 - South Korea

In South Korea, Ford Mustang deliveries totaled 251 units in Q1 2019, an increase of about 164 percent compared to 95 units sold in Q1 2018.
MODEL Q1 2019 / Q1 2018 Q1 2019 Q1 2018
MUSTANG +164.21% 251 95

Ford Mustang Sales - Q1 2019 - Brazil

In Brazil, Ford Mustang deliveries totaled 97 units in Q1 2019, a decrease of about 44 percent compared to 173 units sold in Q1 2018.
MODEL Q1 2019 / Q1 2018 Q1 2019 Q1 2018
MUSTANG -43.93% 97 173

Competitive Sales Comparison

Despite the 11.73 percent decrease in Ford Mustang sales during the first quarter, the nameplate was able to take back its title as the best-selling model in its segment, with only 83 units shy of 17,000 deliveries. By comparison, Dodge Challenger sales decreased about 24 percent to 13,431 units, while Chevy Camaro sales increased 2.5 percent to 12,083 units. The Chevy was the only car in the entire segment to see a positive sales trend.

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From a market share standpoint, the Mustang enjoyed a segment-leading 36 percent share, followed by the Challenger at 29 percent and Camaro at 26 percent. All other contenders saw 3 percent share, or less.

Sales Numbers - Mainstream Two-Door Sports Cars - Q1 2019 - USA

MODEL Q1 19 / Q1 18 Q1 19 Q1 18 Q1 19 SHARE Q1 18 SHARE
FORD MUSTANG -11.73% 16,917 19,164 36% 35%
DODGE CHALLENGER -23.90% 13,431 17,648 29% 32%
CHEVROLET CAMARO +2.47% 12,083 11,792 26% 22%
MAZDA MX-5 MIATA -22.18% 1,530 1,966 3% 4%
SUBARU BRZ -6.29% 819 874 2% 2%
TOYOTA 86 -30.97% 807 1,169 2% 2%
NISSAN 370Z -34.18% 647 983 1% 2%
FIAT 124 SPIDER -29.82% 513 731 1% 1%
TOTAL -13.95% 46,747 54,327

First quarter remained a tight race between the Mustang, Challenger and Camaro. Chevy ran a 15 percent discount in March to clear remaining inventory of 2018 model year Camaros. As such, it’s unclear whether the uptick in Camaro sales is the result of increased interest in the 2019 model, which received a midcycle refresh complete with a rather controversial facelift, or the fire-sale of 2018 MY vehicles. Ford, on the other hand, is not offering nearly as big of a discount on the Mustang, though it did offer a $1,000 discount in combination with 0 percent APR on its pony.

The mainstream, two-door sports car segment contracted 13.95 percent to 46,747 in Q1 2019.

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The Ford Authority Take

Though Ford Mustang sales decreased during Q1 2019, the Mustang fared slightly better than the segment average, while remaining the segment’s best-selling vehicle.

It’s difficult to pinpoint exactly the reasons for the declining sales, but they could be related to one or any combination of the following factors:

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  • A negative market reception to the Ford Mustang’s mid-cycle facelift
  • Increased sales of competing vehicles to daily rental fleets, while Ford reduces Mustang sales to such constituents
  • Higher incentives of the Dodge Challenger and Chevrolet Camaro
  • Holdouts waiting for the launch of the new Mustang Shelby GT500

About The Numbers

  • All percent change figures compared to Mustang Q1 2018 sales, except as noted
  • In the United States, there were 76 selling days in Q1 2018 and 76 selling days in Q1 2019

More Information & Sales Reporting

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Written by Francisco Cruz

Frankie's first favorite car was a 1968 Ford Mustang, and he's had a strong appreciation for the nameplate ever since. Later in his youth he became infatuated with Eleanor, thanks to Nicholas Cage's stellar performance.

Frank's a real jokester, too.

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4 Comments

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  1. So support the Mustang, but don’t support the sedans, such as the Fusion. Fusion being one of your best selling vehicles, 250k units when you supported it. Tell the world your American car division is out of the car business, and you are a truck/SUV/CUV manufacturer a la Isuzu, and watch Mustang sales plummet. What a surprising development.

  2. Sales were up for April vs last April.
    Mustang is trying to be two cars in one… sports car and muscle car. The throaty V8 is there, but the body design is more meek and sleek where it needs to be bold and badass!
    Let Lincoln have a sports car, and let the Mustang be a muscle car again.

  3. Deadfall
    We have talked about them not offering a V6 in the mustang, I think this is hurting sales, another wise move by the people at the top at Fords…replace the bean counters with Car, Boat, Motorcycle people….anybody but bean counters.

  4. As a Ford shareholder I did my part and special ordered a 2019 ruby red GT Convertible with every option Ford offers including the amazing new 10 speed. A simply awesome and fun car to drive. I added some special options that Ford should offer such as gas struts to lift the hood (no more old school prop rod) and the missing second note horn, fixing the awful sounding single note, which no one could hear anyway thanks to the optional active exhaust system.

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