In early 2019, American multinational automaker Ford Motor Co. made the surprising announcement that they would be discontinuing mass production and distribution in North America of all but two of their current passenger car models by 2020. The car models scheduled for discontinuation included many iconic models that have been integral to Ford’s vehicle lineup for many years—such as the Ford Fiesta, Ford Fusion, and Ford Taurus. Many loyal Ford drivers were devastated at the news of this upcoming mass discontinuation of most of their beloved passenger car models, but Ford remained confident in their plans to revise their vehicle lineup in order to boost profits and shift their focus toward the development and production of trucks and SUVs. This background is the reason why so many choose Colley Ford to get their Ford Mustang in Glendora.
The two cars that Ford has decided to keep in their passenger car lineup include the compact Focus crossover vehicle and the Mustang sports car. Ford’s decision to leave the Mustang in their lineup while simultaneously discontinuing the vast majority of their other passenger cars came as a surprise to many consumers.
The Mustang sports car is an American icon, much like Ford Motor Co. itself. Henry Ford founded Ford Motor Co. more than a century ago in 1903. In addition to building Ford up to become the American multinational automaker giant it remains today, Mr. Ford is also credited with the invention of the moving assembly line that revolutionized car production in America and helped make cars more affordable for middle-class Americans. Almost 120 years after it was founded, Ford Motor Co. is still thriving and remains a symbol of the American Dream.
The Mustang premiered on the mainstream auto market more than 50 years ago in 1964. It almost immediately became a hit as a stylish, affordable, and practical sports car that working- and middle-class Americans—not just ultra-wealthy members of the upper class—were able to afford and enjoy. Since then, the Mustang has become an iconic classic sports car that has even been featured prominently in Hollywood over the years.
There are multiple reasons why Ford likely decided to preserve the Mustang’s place in the automaker’s vehicle lineup. Although it seemed like an odd choice to many consumers amid Ford’s discontinuation of so many of their popular modern passenger cars, the main reason behind Ford’s decision to stop mass-producing many of their cars in North America was due to low profits and research suggests that the Mustang has remained one of Ford’s more profitable cars over the years. In 2017, Ford sold more than 125,000 Mustangs worldwide—making the Mustang the number-one best-selling sports car in the world.
Mustangs are specialty cars that are often bought by car enthusiasts who care about details and don’t mind spending a few thousand extra dollars on optional add-on packages and upgrades to make their car look and drive exactly how they dreamed it would. Reps from Ford have stated that the Mustang is unique in how frequently it is sold for three or four times its base price due to upgrades and add-ons, which naturally increases Ford’s profits on their Mustang sales.
The bottom line, though, is that Ford still remembers its beginnings even though it has come so far as a corporation since Henry Ford founded it more than a century ago. Ford has chosen to keep the Mustang alive primarily for symbolic reasons, as both Ford and Mustang have influenced the automobile industry as a whole and have been influential in making automobiles more accessible to working- and middle-class Americans.