Ford Mustang Sales Beat Out Discontinued Rivals In Q1 2024

Ford Mustang sales decreased in the United States but increased in Canada and Mexico during the first quarter of 2024, plus 44 deliveries in Brazil, 15 in Argentina, and five in Colombia.

Ford Mustang Sales - Q1 2024 - United States

In the United States, Ford Mustang deliveries totaled 13,707 units in Q1 2024, a decrease of about 7 percent compared to 14,711 units sold in Q1 2023.

Ford Mustang Sales - Q1 2024 - Canada

In Canada, Ford Mustang deliveries totaled 903 units in Q1 2024, an increase of about 2 percent compared to 889 units sold in Q1 2023.

Ford Mustang Sales - Q1 2024 - Mexico

In Mexico, Ford Mustang deliveries totaled 278 units in Q1 2024, an increase of about 175 percent compared to 101 units sold in Q1 2023.

Ford Mustang Sales - Q1 2024 - Brazil

In Brazil, Ford Mustang deliveries totaled 44 units in Q1 2024, a decrease of about 56 percent compared to 101 units sold in Q1 2023.

Ford Mustang Sales - Q1 2024 - Argentina

In Argentina, Ford Mustang deliveries totaled 15 units in Q1 2024, a decrease of about 74 percent compared to 58 units sold in Q1 2023.

Ford Mustang Sales - Q1 2024 - Colombia

In Colombia, Ford Mustang deliveries totaled 5 units in Q1 2024, an increase of about 67 percent compared to 3 units sold in Q1 2023.

Competitive Sales Comparison (USA)

Sales of the Ford Mustang (see running Ford Mustang sales) slipped seven percent to 13,707 units during Q1 2024, remaining at the top from the previous quarter when ranked by sales volume.

The discontinued Dodge Challenger kept second place with a 14 percent slide to 9,737 units, with sales performance decreasing each quarter over the past year. Finally, the discontinued Chevy Camaro (see running Chevy Camaro sales) stayed in third place, as it has remained for quite a while now, with sales dropping 54 percent for 3,574 deliveries.

Sales Numbers - Two-Door Muscle Cars - Q1 2024 - USA

From a segment share standpoint, the Mustang earned a dominating 51 percent share, up eight percentage points year-over-year, to account for half of all sales here. The Challenger posted a 36 percent segment share, up two percentage points, and the Camaro held a 13 percent share, down 10 percentage points.

Sales of two-door muscle cars contracted 20 percent for 27,018 deliveries during Q1 2024, meaning Mustang sales outperformed the segment average.

For reference, here are sales results for the expanded mainstream two-door sports car segment below.

Sales Numbers - Mainstream Two-Door Sports Cars - Q1 2024 - USA

The Mustang even claimed a 44 percent share in this expanded space for six entries, remaining solidly at the top.

Sales of mainstream two-door sports cars were down as well at 21 percent to 31,236 units during Q1 2024, meaning Mustang sales also outperformed the segment average in this expanded space.

The Ford Authority Take

Ford Mustang sales continued their upward trajectory from the previous quarter to start out the year, now commanding half of its small, diminishing market. This is likely due in part to the arrival of the all-new seventh-generation 2024 Ford Mustang, and its two competitors being discontinued.

The Chevy Camaro is no longer in production, while GM President Mark Reuss sees the next-gen Camaro as an EV pony car.

Dodge Challenger production ended as well, with the model to be indirectly replaced by the first-ever 2024 Dodge Charger Daytona.

Of course, Ford already has an EV answer, somewhat, in the form of the Ford Mustang Mach-E. And Ford CEO Jim Farley says a Ford Mustang sedan could happen at some point, reviving previous rumors.

About Ford Mustang

The all-new, seventh-generation all-new 2024 Ford Mustang debuts as more than a simple refresh, redesigned inside and out while offering new tech. The overhauled cabin features a fighter jet-inspired cockpit with a flat-bottom steering wheel, a 12.4-inch digital instrument cluster, and a new Sync 4 powered 13.2-inch infotainment screen, replacing the analog gauges with highly configurable ones.

Performance-wise, the Ford 2.3L I-4 EcoBoost continues to serve as the base engine, with FoMoCo saying it is all-new. That goes for the same is true for the Ford 5.0L V8 Coyote, which is the engine’s fourth-generation, utilizing dual throttle bodies and a dual air intake box to help make it the most powerful naturally-aspirated Coyote-powered Mustang ever.

Also for 2024, the Ford Mustang GT California Special is back, and is joined by the first-ever Ford Mustang Dark Horse. The high-performance pony car harnesses a modified version of the updated Coyote engine, with 500 horsepower chomping at the bit to make it the most track-capable, street-legal 5.0L V8-powered Mustang ever produced. Ford says that the “Mustang Dark Horse is the first new performance name for the brand since Mustang Bullitt was introduced in 2001.”

Both the six-speed manual and 10-speed automatic transmissions will continue to be offered on the S650, which has received a host of additional tweaks. To put that manual gear box through its paces, the Mustang Dark Horse comes with a standard anodized blue titanium shift knob.

For 2024, all coupe models – EcoBoost, GT, and Dark Horse – can now be ordered with a matte clear film for the first time ever on a Mustang, and is compatible with all factory color options.