Ford Mustang Resonates With Online Car Shoppers, Baby Boomers - and Texans


  • 2014 Ford Mustang Picture

    2014 Ford Mustang Picture

    The Ford Mustang is popular with online car shoppers. | December 04, 2013

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Just the Facts:
  • In the run-up to the reveal of the 2015 Ford Mustang on Thursday, Edmunds data shows that the pony car is popular with online car shoppers, Baby Boomers — and Texans.
  • In the past year, Mustang has made up more than 20 percent of the traffic on Edmunds.com for the entry sports car segment.
  • "It may not contribute the most toward Ford's profits, but the new model creates a buzz that will resonate across the entire brand," said Jessica Caldwell, an Edmunds senior analyst.

SANTA MONICA, California — In the run-up to the reveal of the 2015 Ford Mustang on Thursday, Edmunds data shows that the pony car is popular with online car shoppers, Baby Boomers — and Texans.

In the past year, Mustang — the most iconic name in the Ford family — has made up more than 20 percent of the traffic on Edmunds.com for the entry sports car segment.

"It may not contribute the most toward Ford's profits, but the new model creates a buzz that will resonate across the entire brand," said Jessica Caldwell, an Edmunds senior analyst.

She added: "The car strikes a good balance between performance, style and — perhaps the most important of all — attainability. That's why Americans can easily connect to its tradition and heritage."

Edmunds data shows that the "55+" age group's ownership of Mustang has risen 12 percentage points in the past five years, while the "under 35" age group has dropped 3 percentage points. Thirty-eight percent of Mustang buyers are 55+. That's higher than both its pony car rivals, the Dodge Challenger and Chevrolet Camaro.

However, the Mustang is less popular with women. Edmunds data shows that in 2013, females accounted for 26 percent of Mustang registrations. That percentage has stayed relatively steady over the past five years while its pony car rivals, the Dodge Challenger and Chevrolet Camaro have both shown increases.

Camaro is the most popular with women at 32 percent, followed by Challenger at 27 percent.

In an interesting twist, Mustang is a big hit in the Lone Star state. Three out of Mustang's top four local markets (by market share) are located in Texas. They are Beaumont, Corpus Christi and El Paso.

Edmunds says: Just a little something to whet your appetite before Mustang's big debut on Thursday.

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