The Ford Mustang, once a symbol of American muscle cars, is facing a troubling decline in sales. Despite being the last true muscle car on the market following the discontinuation of the Dodge Challenger and Chevrolet Camaro, Mustang sales have dropped significantly. In 2024, Ford sold just 44,003 Mustang sports cars, a 9.5% decrease from the previous year. This marks two of the worst sales years in the car’s history, with the Mustang experiencing a troubling sales dip despite having no direct competition in the muscle car category.
Adding to the disappointment, the all-electric Mustang Mach-E SUV has outsold the traditional Mustang for the first time ever. In 2024, Ford sold 51,745 units of the Mach-E, a 26.9% increase from the previous year. This performance has made the Mach-E the best-selling vehicle with the Mustang nameplate, though some purists might argue it’s not a “real” Mustang. Nevertheless, the Mach-E’s success reflects a broader shift in consumer preferences toward electric vehicles (EVs), even within the Mustang brand.
The Mustang’s sales drop is part of a larger trend of fluctuating performance for Ford’s muscle car. In 2023, the Mustang briefly regained its position as the top-selling muscle car, with 48,605 units sold, overtaking the Dodge Challenger. However, the 2024 sales drop marks a concerning downturn, and Ford has yet to reveal any clear plans to reverse the decline. The fourth quarter of 2024 was particularly difficult for Mustang sales, mirroring a similar struggle faced by the Chevrolet Camaro before its discontinuation.
On the other hand, Ford’s broader lineup has seen more positive results, with several models posting strong sales growth. The Ford Explorer, for instance, maintained its status as the best-selling three-row SUV in the U.S., with 194,094 units sold, marking a 3.9% increase from the previous year. Other models, including the Bronco and the Maverick, also saw solid sales increases, with the Maverick’s sales surging by 39.4%.
The shift toward electric and hybrid vehicles has been a bright spot for Ford. The company saw impressive sales growth in both EVs and hybrids, with electric vehicle sales up by 34.8% and hybrids increasing by 40%. This growth contrasts with the relatively stagnant performance of internal combustion engine vehicles, which saw only a modest 0.2% increase. Ford’s total sales for 2024 rose by 3.1%, reaching 1,974,009 units delivered, driven in part by the success of its EV and hybrid models.