Ford Mustang’s New Pricing: Color Me Surprised!

Ford facing controversy over pricing
Sales plummet locally

Ford Mustang has been embroiled in controversy. The company has added a price tag of $295 to $495 to several exterior color options that were previously standard. Ford quietly added these prices without any additional announcement and has not commented.

Ford reportedly only notified dealers about the price increase. According to a report, the international news outlet Cars Direct obtained a copy of Ford’s notice from its dealers. Consumers expressed disappointment, as one of the advantages was the ability to choose from various colors.

American consumers who prefer a variety of colors have reacted negatively

The price for Atlas Blue Metallic, Race Red, Grabber Blue Metallic, and the Mustang’s signature color, Viper Blue Metallic, has been changed to $295. The Dark Matter Gray Metallic color now comes with a higher price tag of $495. American consumers, who prefer a variety of colors, have reacted strongly.

There are suspicions of a price hike gimmick, as virtually all customers who purchase the vehicle will have to pay the additional price. As a result of this change, the only primary colors available for the new Mustang are Shadow Black, Oxford White, Iconic Silver Metallic, and Gray Metallic, all in the neutral color range.

The price of the new Mustang is also controversial

After the discontinuation of the Chevrolet Camaro, there was no apparent competition for the internal combustion muscle car in the U.S. There are concerns about the price in the American muscle car market, where the Mustang is expected to dominate. In Korea, the cost of the 7th generation Mustang has increased by as much as $6,800 to $10,200.

This price difference is because the muscle car released in Korea is a premium trim based on U.S. standards. While the product’s value has been enhanced through various options, avoiding criticism for the high price seems complicated. Ford Korea has a precedent of significantly reducing the sales volume of a well-selling model due to a price increase.

Price issues in Korea

Ford has previously increased the price of its primary model, the mid-sized SUV Explorer’s 2.3 EcoBoost trim, by $2,600 and the 3.0 EcoBoost trim by $3,400. The large SUV Expedition, unveiled in 2022, had a base price of $76,500, which was more expensive than the previous model. The price was increased by $18,000 in February last year, bringing the base price over $85,000. The mid-sized SUV Bronco also increased its price from $58,800 to $68,400 after its launch.

Ford claims that the price increases are due to exchange rate fluctuations. However, there is a concern that frequent price changes after launch could lose consumer trust. Meanwhile, Ford Korea is considering withdrawing from the Korean market due to poor performance, with only 894 units sold in the first quarter of this year. All eyes are on what steps Ford, which recently launched the new Mustang, will take next.