Here’s why Ford is limiting Mustang stock in South Africa

The next-gen Mustang may be hard to get ahold of in South Africa, as Ford is making sure that it doesn’t oversupply the market.

The new sports car recently went on sale with two derivatives – the GT and Dark Horse – both of which are seeing a limited rollout so as to not oversaturate the iconic model’s presence.

Protecting heritage

The Ford Mustang has long been a popular model in South Africa among those who can afford it, racking up hundreds of sales per year.

The racing pony’s popularity can partially be attributed to the fact that it is a one-of-a-kind product in our market, given that other American automakers like Dodge and Chevrolet pulled out of South Africa several years ago.

As a result, the Mustang is the only true American muscle car you can purchase here, which makes it an enticing product for the nation’s petrolheads.

While this demand is very encouraging, part of the appeal of such a celebrated nameplate is its exclusivity, as the magic of something like Mustang would be lost if you saw one on every street corner.

Price is obviously the biggest gatekeeper in this regard, as the Mustang now goes for between R1.3 million and R1.5 million, depending on whether you get the GT or the Dark Horse.

That being said, you’ll still see plenty of other expensive cars on the road in South Africa from the BMW X3 to the Land Rover Defender and Ford’s own Ranger Raptor, so it’s clear there’s still a contingent of the population that has the money to enjoy such products.

This is where limited supply comes into the picture, as Ford is limiting the intake of Mustangs into the country to ensure each and every sale is meaningful.

At the recent launch of the Mustang GT, Ford Motor Company explained that it employs this strategy to “protect the heritage of the Mustang,” and to make sure that it remains an exclusive purchase.

Likewise, at the launch of the Dark Horse, it was said that the company would pay attention to how many units it brings here, though no official number was given.

It’s worth pointing out that the muscle car’s sales have steadily declined over the last eight years, which you can see below:

• 2016 – 860 units
• 2017 – 898 units
• 2018 – 797 units
• 2019 – 305 units
• 2020 – 400 units
• 2021 – 283 units
• 2022 – 249 units
• 2023 – 239 units
• 2024 – 50 units

Part of this is no doubt the result of ever-climbing prices, but it’s also likely that Ford’s strategy is paying off with a smaller pool of vehicles to begin with, meaning that customers who have managed to pick one up in the last few years are extra lucky.

Bear in mind that this is not the same thing as a limited-edition model like the sixth-generation Mach 1 or California Special, as both the GT and Dark Horse will be produced for the length of the seventh generation.

It must be stressed that this tactic is by no means unique to Ford, as nearly every automaker engages in this practice with their more exclusive products.

Ferrari famously limits the number of cars it sells each year and ensures that each one is tailor-made, and brands like Jaguar-Land Rover often reserve certain models to a list of high-profile customers.

The end goal is always the same – to guarantee that your high-end purchase makes you feel like a standout presence every time you hit the road.