Ford Australia Profiling Potential Mustang Buyers

Australia demand for the new Mustang is so high Ford Australia is introducing a website-based pre-ordering system so dealers can identify the most serious buyers among the unprecedented 15,000 customers who asked for details about the new car.

The system allows the more than 200 dealerships around the country to capture details of customers looking to purchase the Mustang. It also will help dealers identify customers who may have been drawn by the new car but are more likely to choose another Ford model.

The Mustang is not due to arrive Down Under until November and the price is yet to be confirmed. The cost is expected to be between A$50,000 and A$70,000 ($41,150 and $57,600).

Ford dealers already have registered 1,200 orders, including 600 customers who have paid a deposit. News Ltd. says the early orders alone are expected to account for almost a year’s supply of cars.

Ford, which will import both the 4-cyl. and V-8 versions of the Mustang, in coupe and convertible body styles into Australia, hopes to use the information from the pre-ordering system to secure more cars from the factory in Flat Rock, MI.

Ford Australia President and CEO Bob Graziano says with the Mustang drawing people to Ford well in advance of its arrival, the automaker has reacted quickly to find a way to communicate with potential buyers.

“With more and more customers coming forward each week, this new pre-ordering system will allow us to plan and cater to their specific requests from the outset,” Graziano says in a statement.

“We realize many people who are drawn to us by Mustang may choose a Ford vehicle in a different segment, giving us a great chance to show them our exciting new lineup of stylish, innovative products.”

The website, accessible to Ford dealers, also will allow customers to specify their preferences, including color, transmission, engine and body style. Dealers’ interaction with the system will help Ford better forecast and meet demand.