Ford Mustang Likely Hit in Europe, Survey Shows
Ford doesn’t expect the Mustang to sell in large volumes in Europe, but wants it to serve as a halo vehicle for the rest of its lineup.
Ford got some welcome news from a recent survey conducted by vehicle-sales website AutoScout24 that showed European consumers desire a Ford Mustang more than any other classic car.
The result comes following a decision by Ford executives last year to export the famed pony car from its assembly site in Flat Rock, MI, to a number of European markets.
The Mustang was sold in Europe in the 1960s, but left the market in 1979. However, according to the survey, some 37% of 75,000 Europeans polled from Austria, Belgium, France, Germany, Holland, Italy and Spain named the Mustang the top classic car they would most like to own. That’s ahead of well-known nameplates such as the BMW M1 (20%) and Volkswagen Beetle (11%).
The survey results were “really a welcome surprise,” Roelant de Waard, vice president-Ford of Europe marketing, sales and service, tells WardsAuto. “The results were completely independent of our decision (to introduce Mustang), so we got this as a freebie confirming it was probably a good idea.”
The executive says the Mustang’s surprising popularity in Europe is the result of the model’s frequent appearances in television shows and movies such as the 1968 Steve McQueen classic “Bullitt.”
Additionally, the Mustang is popular among European car restorers, who may want to park a new model alongside the classic in their garage.
“People continued to buy and import them over the years,” de Waard says. “So there are Mustangs of all ages in Europe.”
The Mustang, like other specialty cars, most likely won’t be bought as a daily driver. De Waard says the Mustang’s market segment is relatively small in Europe, accounting for less than 100,000 units annually.
Ford isn’t expecting huge volumes. Rather, it hopes the car will create a halo effect to the rest of its European lineup. DeWaard believes the car will sell best in the U.K., Germany, Russia and Switzerland.
“We’ve always had a history of performance with our ST (division), and this goes beyond that with a new level of performance and a convertible,” he says. “It also goes with our strategy of emphasizing luxury and SUVs. We’ve introduced more premium and expressive offerings.”
Ford expects the Mustang to compete with performance models from Porsche, BMW, Mercedes and Japanese makes such as the Nissan 370Z.
Although Europe has been mired in a recession and auto sales have taken a hit, DeWaard says the high-end of the market where Mustang will compete has held up well.
Ford has yet to reveal pricing and timing of the car’s arrival, although it’s expected to be the all-new ’15 model debuting next year. Powertrain specifications also have yet to be announced, but reports indicate Ford will offer a 2.3L 4-cyl. direct-injected turbocharged EcoBoost engine producing more than 300 hp.
There is no word on whether a V-8 will be made available in Europe, where gasoline is considerably more expensive than in the U.S. However, de Waard says when CEO Alan Mulally announced the Mustang would come to the region he did so by showing the logo and playing the sound of a V-8 engine.
“That got a standing ovation from dealers,” de Waard says. “It’s wonderful for dealers and will definitely help in the showroom if you have the Mustang there.”
About the Author
You May Also Like
