Ford realized a 36.1% sales increase in March compared to 2014 with the help of the 2015 Mustang, selling a total of 12,663 units. For Q1 2015 sales are up a staggering 52.1% with 29,811 S550 units sold, based on reports from Autodata.
During this same period, the Mustang's Rival, Chevrolet Camaro has experienced a 30.9% decrease in sales in March to 29,811. The current Camaro has become an aging model, with a replacement due late in 2015. Prior to the 2015 Model, Camaro often topped the Mustang in monthly sales. The other competitor in this category, the Dodge Challenger also saw a large increase in sales up 25.2% in March at 5,956 units sold. Dodge has successfully generated new buzz around the Challenger with the introduction of a 707hp "Hellcat" powered version.
Ford credits the increase in sales to their intentional broadening of the car's appeal with the 2015 model. For the new model, Ford took a risk in alienating diehard fans by adding some mainstream improvements and changes to the car, which beforehand kept away many potential customers. These included improvements to ride quality, fuel economy and safety, as well as the introduction of independent rear suspension for the first time in the car's history. Ford claimed these as being "the biggest changes in the car's 50-year history."
"Mustang has historically been this blue-collar muscle car," says Ford's internal sales analyst, Erick Merkle. "With EcoBoost and traction control, they've expanded it."In light of the many new improvements, analysts are not surprised at the new Mustangs launch success.
"With Mustang, there is so much aspiration for that vehicle," says Alexander Edwards, president of consultants Strategic Vision, "even among younger drivers or those getting in their first sports car."
The car's success in early 2015 is even more impressive given the fact that many other sports car models did not perform well during the same period compared to the previous year. Hyundai Veloster fell 14.5%, Mazda Miata dropped 29.2%, and Toyota-Scion FR-S and Subaru BRZ, experienced a drop in sales of 39% and 42.2% respectively.