“I will capture the attention of both the general public and enthusiasts.” This was the emphasis from David Jeffrey, president of Ford Korea, during the launch event of the 7th generation Mustang.
Ford Korea held the launch event for the new 7th generation Mustang on the 15th at the Ivex Studio in Gwangmyeong, Gyeonggi Province. The Mustang, which debuted in 1964, celebrates its 60th anniversary this year and is a symbolic model for Ford.
In South Korea, the Mustang has been steadily gaining fans since the launch of the 4th generation model in 1996, followed by the 5th generation in 2005, and the 6th generation in 2015. Now, with a complete redesign after 9 years, the Mustang presents a fresh new face.
The front features a gigantic grille and a three-part LED headlamp, embodying the design heritage of the Mustang, which is now 60 years old, reimagined in a modern light. It exudes the sophisticated charm of an elderly gentleman in a sharp suit. The rear has an elevated wing and V-shaped tail lights that enhance its dynamic feel.
Measuring 4,810 × 1,915 × 1,395mm (for the 2.3L EcoBoost coupe), the new Mustang is slightly larger than the previous model (4,790 × 1,915 × 1,380mm). The dynamic roofline, flowing from the A-pillar to the C-pillar, resembles a shark.
A curved display connects a 12.4-inch driver’s instrument panel with a 13.2-inch center display, significantly enhancing driving concentration. Below the center display, piano-style buttons add to the cockpit feel of the Mustang’s interior, resembling that of a fighter jet.
The Mustang is available in two trims: the 2.3L EcoBoost and the 5.0L GT. The EcoBoost trim features a 2.3L turbocharged inline-four engine with a maximum power of 319 hp and a peak torque of 48 kg.m, paired with a 10-speed automatic transmission, offering increases over the previous model’s 291 hp and 44.9 kg.m of torque. The GT trim boasts a powerful 5.0L V8 engine with 493 hp and 57 kg.m of torque, also mated to a 10-speed automatic, representing an improvement over the prior trim’s 446 hp and 54 kg.m.
Last year, Ford’s sales figures were down to 3,400 units, a 34.9% decrease from the 5,300 units sold during the same period the previous year. Additionally, the Mustang’s sales dropped to 240 units in 2023, a staggering 54% drop from 522 units the previous year. There was curiosity about David’s strategy for Mustang sales.
David Jeffrey shared insights into his sales strategy for the Mustang.
“The EcoBoost trim will actively appeal to the daily car buyers like those looking for SUVs or sedans, while the GT trim will target true enthusiasts who enjoy the Mustang experience.”
Now, it’s time to watch how this dual strategy will unfold in the market.
Lee Sang-jin daedusj@autodiary.kr