From the get-go, the 2015 Ford Mustang will be a global vehicle sold in over 100 markets around the world. With Ford expecting international markets to account for 10 percent of Mustang sales, it would seem that The Blue Oval isn’t expecting demand for the new pony to be strong outside North America. But perhaps that’s only an initial estimate that gives Ford a chance to properly market the pony in Europe.
You see, the perennial best-selling car in Europe is BMW’s 3 Series. Europeans love the 3er for its fun-to-drive character that stems from crisp handling, a peppy engine range that (for the most part) delivers good fuel economy, and quality interiors. Guess what the 2015 Mustang offers? A modern, well-engineered, and stiff suspension system (for crisp handling), a potent turbocharged four-cylinder EcoBoost engine (for good power and fuel economy), and a well-designed cabin, including materials, build quality, and ergonomics (for a quality interior). In other words, the new Mustang delivers what the 3 Series offers, thereby being what many Europeans look for in a car. But wait, there’s more.
In fact, the Mustang is oh so much more. Completely outclassing that of the 3 Series, the car’s gorgeous design makes a statement about being different, cool, and free. Of course, much of the Stang’s success in Europe will depend on its price. But outside of that, we have to wonder what reason Europeans would have to not like the Mustang, or the ideals behind it. In fact, the Stang is better-looking, performs just as well or better, and is more “high-fashion” than the Bimmer.
Plus, there’s already a small yet strong Euro Mustang culture, with meets where both garage queens and daily drivers are proudly displayed. That should give plenty of “cultural” and “enthusiast” support” for newfound Mustang owners.
But let’s assume for a minute that we’re way off base, that Ford decides to slap an astronomically-high price on the Mustang, or that a freak act of nature casts the pony in a bad light in Europe. What then? In that case, the pony can serve the role of Ford’s flagship car in Europe (forget Vignale) — the role it already occupies in North America, and a role the Fiesta ST and Focus ST, as great as they are, simply can’t occupy because they’re hotted-up variants of very mainstream (read: commonplace and ordinary) vehicles. The Mustang can be the car known for its style and driving prowess, with every boy having a poster of the car in his room because it’s “cool”, and it can be the car that everyone yearns to buy, thereby elevating The Blue Oval’s brand image in the region.
Sure, it’s no wagon and doesn’t have a diesel engine (yet) –both of which are highly-popular in Europe. But that shouldn’t stop car buyers from falling in love with the 2015 Mustang, or buying it — price allowing, of course. In the meantime, we’ll keep watching this ad: