The all-new Mustang GT of the Ford Motor Co. is radiating a different charm to pull its sales up in the convertible season.
To some enthusiasts the purchase was just a spur-of-the-moment decision. That is how Katy Long of Novi, Mich., ended up purchasing the new Mustang. "I have always wanted a convertible, that's absolutely what it is," says the 26-year-old automotive lease renewal specialist, who took delivery of her dark grey Mustang GT from Varsity Ford in Ann Arbor, Mich., recently. "I wanted to make the best of the upcoming spring and summer, so I decided to make the move and I'm thrilled with it."
It is convertible season once again and this time of the year gives Mustang the edge to attract and turn enthusiasts into buyers. Open air driving gives off a satisfying sense of adventure. And that sense of adventure lets enthusiasts grab Mustang's to eventually enjoy a free-spirited ride.
"In many markets, customers are emerging from the thaw and have a renewed interest in life and convertibles," said George Pipas, the Ford manager for U.S. Sales Analysis and Reporting. "Springtime has always been a part of Mustang's magic since it was introduced in April of 1964." Pipas said when it comes to Mustang convertible sales, the so-called "spring selling season" actually extends well into the month of August.
"That six-month period (March through August) represents more than two-thirds of Mustang convertible sales," Pipas noted. "Roughly one in every four Mustangs we sell is a convertible, and that is essentially the case, year in and year out."
To some states, the convertible season lasts most of the year. This fact is confirmed by Galpin Ford in North Hills, Calif. The dealership, the leading Ford dealer in Mustang sales, has allotted a part of its showroom for the pony car alone. "We had talked about doing something special with Mustang for a while," said Al Joseph, the Galpin sales manager. "Arguably, this most recent redesign (2005 model year) has been one of the most successful Mustangs ever. I think it resonated with Mustang buyers in a way that we haven't seen since the first time it was introduced."
"A large part of the Mustang mystique is its consistency over time," said Robert Parker, the Ford Division car marketing manager. "Great brands that deliver a consistent message over a long period of time are the ones that become the most iconic. One could argue it (Mustang) is among the strongest brands in the world, as it relates to automotive."
"We're moving into our third full year with this current body style and we've been able to maintain Mustang's sales momentum," said Dan Geist, the Mustang marketing manager. Geist added one way Ford is keeping Mustang relevant is through the introduction of special-edition models, like the 2007 Ford Shelby Mustang GT500, dubbed as the most powerful factory-built Mustang in history. Geist concluded, "In fact, Mustang is the only one of the original vintage sports cars from the 1960s that lives on into the 21st century with no interruption in production."
