Ford Mustang Sales Lose Lead To Dodge Challenger In Q3 2019

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Ford Mustang sales decreased in the United States, Mexico, Brazil, and South Korea during the third quarter of 2019.

Ford Mustang Sales - Q3 2019 - United States

In the United States, Ford Mustang deliveries totaled 16,823 units in Q3 2019, a decrease of about 12 percent compared to 19,191 units sold in Q3 2018.

In the first nine months of the year, Mustang sales decreased about 10 percent to 55,365 units.
MODEL Q3 2019 / Q3 2018 Q3 2019 Q3 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
MUSTANG -12.34% 16,823 19,191 -10.15% 55,365 61,619

Ford Mustang Sales - Q3 2019 - Mexico

In Mexico, Ford Mustang deliveries totaled 338 units in Q3 2019, a decrease of about 28 percent compared to 472 units sold in Q3 2018.

In the first nine months of the year, Mustang sales decreased about 33 percent to 1,009 units.
MODEL Q3 2019 / Q3 2018 Q3 2019 Q3 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
MUSTANG -28.39% 338 472 -33.13% 1,009 1,509

Ford Mustang Sales - Q3 2019 - South Korea

In South Korea, Ford Mustang deliveries totaled 239 units in Q3 2019, an increase of about 14 percent compared to 210 units sold in Q3 2018.

In the first nine months of the year, Mustang sales decreased about 11 percent to 762 units.
MODEL Q3 2019 / Q3 2018 Q3 2019 Q3 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
MUSTANG +13.81% 239 210 -11.09% 762 857

Ford Mustang Sales - Q3 2019 - Brazil

In Brazil, Ford Mustang deliveries totaled 101 units in Q3 2019, a decrease of about 56 percent compared to 229 units sold in Q3 2018.

In the first nine months of the year, Mustang sales decreased about 63 percent to 314 units.
MODEL Q3 2019 / Q3 2018 Q3 2019 Q3 2018YTD 2019 / YTD 2018 YTD 2019 YTD 2018
MUSTANG -55.90% 101 229 -63.27% 314 855

Competitive Sales Comparison

The 12 percent decline in U.S. Ford Mustang sales in the third quarter caused Ford’s perennial pony car to slip to second place in its segment by sales volume, ceding the first place to the Dodge Challenger. In fact, Dodge Challenger sales increased 20 percent to 18,031 units and Chevy Camaro sales decreased 15 percent to 12,275 units. It’s worth noting that the Challenger was the only model in its segment to post an increase in sales volume, and Q3 2019 marks the first time in 2019 that the Challenger has outsold the Stang.

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From a market share standpoint, the Challenger enjoyed a 35 percent share, the Mustang had 32 percent, and the Camaro had 24 percent. All other contenders saw 5 percent share, or less.

Sales Numbers - Mainstream Two-Door Sports Cars - Q3 2019 - USA

MODEL Q3 19 / Q3 18 Q3 19 Q3 18 Q3 19 SHARE Q3 18 SHARE YTD 19 / YTD 18 YTD 19 YTD 18
DODGE CHALLENGER +20.64% 18,031 14,946 35% 27% -10.73% 46,699 52,313
FORD MUSTANG -12.34% 16,823 19,191 32% 35% -10.15% 55,365 61,619
CHEVROLET CAMARO -15.04% 12,275 14,448 24% 26% -7.63% 36,791 39,828
MAZDA MX-5 MIATA -11.99% 2,437 2,769 5% 5% -14.87% 6,351 7,460
TOYOTA 86 -8.45% 856 935 2% 2% -21.91% 2,517 3,223
FIAT 124 SPIDER -32.81% 686 1,021 1% 2% -24.05% 2,214 2,915
NISSAN 370Z -20.50% 601 756 1% 1% -31.50% 1,853 2,705
SUBARU BRZ -54.77% 436 964 1% 2% -32.56% 1,976 2,930
TOTAL -5.24% 52,145 55,030 -11.11% 153,766 172,993

The mainstream, two-door sports car segment contracted almost 5.24 percent to 52,145 units in Q3 2019. In that regard, Ford Mustang sales didn’t fall as quickly as some other contenders.

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The Ford Authority Take

We believe that Ford Mustang sales were lower than those of the Dodge Challenger for one specific reason: sales incentives. FCA, Dodge’s parent company, has been offering significant rebates on the Challenger as part of the Dodge Power Dollars promotion. By comparison, Ford offered the typical rebates on the Mustang during Q3, with the discounts including up to $1,750 off in July, $1,750 off in August, and the same $1,750 off in September. Meanwhile, Chevrolet offered an incentive that attracted Mustang owners to switch to the Camaro in August as well as in September.

Other reasons that could have contributed to ongoing decline in Mustang deliveries include:

  • 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

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About The Numbers

  • All percent change figures compared to Ford Mustang sales for Q3 2018 sales, except if noted
  • In the United States, there were 76 selling days in Q3 2019 and 76 selling days in Q3 2018

More Information & Sales Reporting

  • Ford Motor Company news
  • Running Ford Motor Company sales numbers
  • Ford Motor Company Q3 2019 sales:
    • U.S. Ford Motor Company Q3 2019 sales results:
      • U.S. Ford Q3 2019 sales results (Ford brand)
      • U.S. Lincoln Q3 2019 sales results
    • Ford Motor Company Brazil Q3 2019 sales results:
      • Ford Brazil July 2019 sales results (Ford brand)
      • Ford Brazil August 2019 sales results (Ford brand)
      • Ford Brazil September 2019 sales results (Ford brand)
    • Ford Motor Company Korea Q3 2019 sales results:
    • Ford Motor Company Mexico Q3 2019 sales results:
      • Ford Motor Company Mexico July 2019 sales results:
        • Ford Mexico July 2019 sales results
        • Lincoln Mexico July 2019 sales results
      • Ford Motor Company Mexico August 2019 sales results:
        • Ford Mexico August 2019 sales results
        • Lincoln Mexico August 2019 sales results
      • Ford Motor Company Mexico September 2019 sales results:
        • Ford Mexico September 2019 sales results
        • Lincoln Mexico September 2019 sales results
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Written by Alex Luft

Ford Authority founder with a passion for global automotive business strategy.

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7 Comments

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  1. If you add the sales of Mustang, Camaro, and Challenger together, you really are not talking about a big number. When the Mustang came out, it was fresh, new, and most of all, affordable.

  2. Since the Mustang is the only passenger car offered by Ford there is a marked reduction of traffic on Ford dealers. It was a niche car that tempted buyers shopping passenger vehicles. Now unless they are buying Trucks there is no other option. Ford is now, in effect, a truck company. Add that affordability for the middle class is now gone as loans extend into 7years and longer which takes many buyers out of the market. It is difficult to talk a truck buyer into buying a sporty car.

    • Right Joe. Wrong take. I worked as a mechanic at a ford dealer right before the economy went to crap. I don’t agree that ford has discontinued most of their car lines except the fusion and the mustang. They are still building Suv’s and cross over vehicles as well as trucks. So no Joe, They are not just a Truck company. Go figure.

  3. The difference, in my opinion, is that I consider Crossovers and SUVs as being trucks. Not heavy duty trucks of course but certainly not sedans. Only the Mustang has a future. The Fusion will also be phased out. For example we own a Focus ST and an Escape 2.0 ecoboost. Both on the Focus Chassis. Both essentially the same Engine with about 15 fewer HP. The ST handles like a slot car whereas, although peppy the Escape handles a lot less linearly and precisely. There is just no way they can make a trucklet handle like a sports car. So in my opinion, all these crossovers with high seating positions as well as their SUVs are by my definition, TRUCKS. I understand they are more profitable in today’s USA. I just keep wondering why they are still being produced in Europe?0

  4. Seeing sports coupe sales slip across the board has happened before. Mustangs only come in two varieties, 4-cylinder Ecoboosts and powerful V-8’s. Given how much a 4-cylinder pony car costs when decently equipped, it is no longer an affordable item. Might as well get the roomier Challenger for daily driving.

    On the flip side, Challengers are way overpriced as used vehicles while Mustangs give the best bang for the buck as well as a large selection of packages. Camaros have the worst visibility and least amount of interior/trunk space so they should be in 3rd place despite their ability to perform well. The majority of buyers treasure convenience and comfort over all out muscle.

    Just my opinion…

    For the rest of you with one, I look forward to your postings. Combine them all and voila, there’s a free market analysis for the Big Three to chew on. Funny to think the Japanese and EU coupes have such a small market share.

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