Whereas Ford stated the Mustang is the bestselling sports activities automotive globally over the previous 10 years mixed, U.S. gross sales have fallen every of the previous seven years, in keeping with the Automotive Information Analysis & Information Heart. The Challenger, which sits on the phase’s oldest platform, outsold the Mustang in 2021 and 2022.

U.S. gross sales of Mustang are off 2.9 p.c via June to 25,471.

Nonetheless, Brauer stated the automobile is poised for a gross sales bump, though rising costs might have an effect on that progress.

“All the pieces is de facto on its facet to achieve success when it comes to the competitors and loads of individuals who nonetheless need a conventional automotive,” Brauer stated. “However the greatest problem is inflation and price of manufacturing driving the value out of vary for lots of consumers. The automotive ought to nonetheless enchantment to mainstream shoppers and if it will get too costly, it will not.”

Pricing on the 2024 mannequin begins at $32,515, up just a few thousand {dollars} over the outgoing entry-level mannequin, whereas the high-end Darkish Horse variant begins at $59,565. Each costs embrace delivery.

Owens stated the value displays further content material prospects are getting, even on base trims.

“We’re actually assured in what’s in that EcoBoost,” he stated. “It is a stout efficiency automotive.”

Other than interesting to youthful consumers, Owens stated Ford is not altering its technique with the Mustang as its rivals bow out and would not essentially anticipate any new competitors within the fast future.

“We have been there with out that competitors earlier than,” Owens stated. “We’re there as a result of this can be a main piece of Americana from a sports activities automotive phase we expect the audiences will need.”