Mustang Marketing Mix

Sports coupes have always produced a vision as being the stunning car that speeds down the highway in all its high dollar glory, but that does not necessarily have to be. There is a vast market of sports coupes that stay in a low-budget range of $30,000 dollars or less, and contrary to what consumers might think, they do not lack quality or attractive looks. In fact, the Ford Mustang, which has an MSRP of $25, 185, is the best-selling sports coupe in the world (Motortrend.com). After seeing the importance of the low-budget performance coupe, I felt as though a specific car in this category needed to be crowned king. The best performance coupes need significant horsepower, speed, and acceleration but also the everyday things like good fuel economy,

Just after the Mustang was launched, it made an appearance in the James Bond movie, “Goldfinger” (CJ Pony Parts). 1965 is when Mustang sales boomed totaling about 559,500 units sold (CJ Pony Parts). This leads to the question of why has the Mustang been so popular with consumers over the years. The answer is simple. The Mustang provides the high speed and attractive look of a sports coupe while still providing a comfortable ride like a practical car. Consumers of the past and present also enjoy the amount of customization in which they can build their Mustang exactly how they want it. Many people loved the Mustang when it was launched because at that time there were no other cars like it on the road (Clayton). Americans drooled over the rumbling V8 power and the aggressive lines of the body. The first-generation Mustang was the definition of America in a car and is still known as an American classic today. Through the years, the Mustang continued to flourish in the market so new generations were made all the way up to six which is what is being produced currently. Since 1964, Ford has sold over nine million Mustangs and the number keeps climbing (Meier). Successful history of the Mustang provides an evident path of success for the future and that is why the Mustang remains with the title of the best sports coupe for a low

With the Ecoboost feature, the Mustang obtains a fuel economy of twenty-one miles per gallon for city and thirty miles per gallon for highway (Motortrend.com). This is an above average fuel economy for a sports coupe and with the amount of power that is put out by the engine. Another above average feature of the Ford Mustang Ecoboost is the MSRP which is $26, 195 (Motortrend.com). At this price, the Mustang is a bang for your buck. Brand new sports coupes at this price with this level of performance are hard to come by, especially in 2017. Several consumers are not able to purchase a $60,000-dollar sports coupe. In 2014, the median household income in America was $51,939 which shows that most Americans will only purchase a car that is in the lower price area of the market (“Average Salaries for Americans - Median Salaries for Common Jobs”). Consumers in the market might argue that the Fiat 500 Abarth has a far better fuel economy with 28 miles per gallon for city and thirty-three miles per gallon for highway and a significantly lower MSRP at $19,995 (Motortrend.com). I could understand if a consumer decided to purchase the Fiat 500 Abarth over the Ford Mustang for those reasons. However, the reason why the Fiat 500 Abarth is not the top dog is because in a sports coupe the most important feature is the performance. The Fiat 500 Abarth lacks in the performance region