By Shawn Henry 
The last American muscle car standing is struggling to hold its ground. Ford Mustang sales fell 32% in the first quarter of 2025, a steep decline that underscores the challenges facing performance coupes as buyers shift toward trucks and SUVs.
Ford reported 9,377 Mustangs sold in Q1, compared with 13,707 in the same period last year. The drop highlights the shrinking demand for traditional muscle cars following the discontinuation of V8-powered coupes from Dodge and Chevrolet.
While Mustang sales held steady in Canada, with 901 cars sold compared with 903 a year ago, the model slipped significantly in Mexico, falling from 278 to 179. Modest gains in emerging markets such as Brazil and Argentina were not nearly enough to offset losses in North America, historically the car’s strongest market.
The Mustang’s slide mirrors a wider decline in the sports coupe segment. Overall sales for the category dropped 48% year-over-year, with just 16,382 cars sold in Q1. By comparison, the Mustang still captured 57% of the segment, outperforming rivals on relative terms. Niche sports cars such as the Mazda Miata and Toyota GR86 saw increases of 36% and 73% respectively, though from smaller sales bases.
Despite the downturn, Ford remains optimistic. The Mustang was the world’s best-selling sports car in both 2023 and 2024, and prototypes spotted in testing suggest a new halo model is on the way. Industry watchers expect the car to be a supercharged Shelby GT500 variant based on the F-150 Raptor R’s V8. Its arrival, likely for the 2026 model year, could reinvigorate enthusiasm among enthusiasts and help stabilize sales.
For now, though, the once-dominant muscle car segment looks increasingly fragile.
Steven Symes