The Mustang Mach-E turned out to be more successful than the “real” Mustang in 2024. The collapse in sports car sales, especially in the fourth quarter of last year, caused this sensation. At the end of the 12-month period of 2024, the electric crossover ranked higher in the “blue oval” sales ranking! Last year, Ford sold 44,000 traditional Mustangs (-9.5% compared to 2023). At the same time, Mustang Mach-E sales reached 51,700 units (+26.9%), and analysts believe that in 2025 the gap will increase even more.
Before the beginning of the year, it was difficult to predict the decline in sales of the classic Ford Mustang, as its main competitors (Dodge Challenger/Charger and Chevrolet Camaro) were removed from the assembly line. However, the huge markups of pony cars and the lack of base versions at dealers led to this decline in demand.
The success of the Mustang Mach-E is also explained by cheap leasing: Buying an electric car on lease is much more profitable. Buyers are also attracted by the price reduction, which fell from 42 to 38.5 thousand dollars (without tax benefits). Interestingly, the battery-powered crossover is older than the pony car: it debuted in 2021 and hasn't really changed in all that time.
Ford's marketers have a lot to think about, as the classic Mustang has had one of its worst sales results in its 60-year history. However, the F-Series pickup truck is still a moneymaker in the brand's portfolio: 765,000 units were sold last year (+2%), and Ford's total vehicle sales increased by 3% to 1.974 million units.