TOGETHER AGAIN: MUSTANG AND THUNDERBIRD LEAD CONVERTIBLE SALES
DEARBORN, Mich., May 2, 2002 – Cruising with the top down in a Living Legend is a love affair found only at Ford. For the first time in more than 35 years, two American convertible icons – the Ford Thunderbird and Ford Mustang – are side-by-side in dealer showrooms across America. Together, they are enabling Ford to deliver industry leading convertible sales. Through April, Ford’s U.S. convertible sales are up more than 28 percent from a year ago. In 2001, Ford convertible sales were up 6 percent, with Mustang again claiming the title as the nation’s best-selling convertible. In total, customers purchased 54,783 Ford convertibles in 2001 (17.6 percent of U.S. convertible market), surpassing all other makes by more than 7,500 units.
“Mustang is again the best-selling convertible in the country and, with Thunderbird in our lineup, Ford again is dominating convertible sales,” said Ford Division President Steve Lyons. “These American icons not only generate showroom traffic, but they also polish Ford’s image.”
With a combined 50 years of convertible heritage and registrations of new convertibles up 63 percent in the U.S. over the last six years, the timing couldn’t be better for the duo of Mustang and Thunderbird.
Convertible sales are very healthy. According to R.L. Polk & Co., 2001 U.S. convertible sales totaled 310,595, up more than 10 percent over 2000. This marked the first time in 30 years sales surpassed 300,000 vehicles, according to ASC, a leading partner for specialty vehicle and open-air development.
Not surprisingly, when the mercury begins to climb, ragtop sales start to run hot. Approximately 40 percent of sales occur during the summer months (June-September). Warm weather states don’t own exclusive rights to convertible enjoyment. The top three cities for convertible sales are Los Angeles, New York and Miami. The top 10 are rounded out by San Francisco, Orlando, Chicago, Philadelphia, Detroit, Washington D.C., and Dallas.
From the deluxe Mustang Convertible starting at $23,625 to the premium Thunderbird roadster with a removable top at $39,445, Ford makes the ragtop experience available to fit any lifestyle. If horsepower is a desire, the new 390-horsepower SVT Mustang Cobra Convertible is the perfect choice. Its new, high-quality cloth top material – found on exotics convertibles from Europe – adds to the top’s durability and provides better sound insulation for the interior.
While many things have changed in the last 35 years, customers still list “fun to drive” as the top reason for buying a convertible.
Mustang Convertible demographics:
Median Age 43; Females 38 percent
Thunderbird demographics:
Median Age
51
Females 25 percent;
“With dramatic styling, rear-wheel drive, available V-8 and great sound systems – Mustang and Thunderbird convertibles provide a feeling of freedom that goes with summertime fun,” said Lyons.
