How the new Ford Mustang is targeting younger buyers

Ford’s newest old-school muscle car is shooting for younger buyers with its flashy, fresh interior. 

Although the seventh-generation model is a development of the previous car, it features a significantly updated interior – headlined by two high-resolution screens. 

Powered by the same Unreal Engine technology behind popular video game Fortnite, the displays are part of a push to lure younger buyers to the Mustang world. 

“When you get to play with that stuff, it’s going to bring in a younger audience for sure,” said Jim Owens, head of marketing for the Mustang.

“The focus group stuff that we did; younger audiences said ‘hey it’s about time’ and ‘oh this is cool’. They like to personalise their technology, it’s how they grew up – and they loved it.”

The whole Mustang range in Australia will feature a 13.2-inch touchscreen infotainment system and a 12.3-inch instrumentation display a single wraparound housing.

The previous model had an 8.0-inch touchscreen infotainment system, paired with a 12-inch digital instrument binnacle.

Although some sports cars are going electric or hybrid for a new era, the Mustang team is in no hurry to develop a plug-in pony car.

“We certainly considered did it make sense or not,” global director of Ford Performance, Mark Rushbrook, told Australian media.

“We think there’s a market of people that want fantastic driving, sounding, performing internal-combustion engines with an automatic transmission, with a manual transmission.

The new Ford Mustang touches down in Australia early in 2024. 

It’ll be offered in 2.3-litre turbocharged, 5.0-litre GT, and 5.0-litre Dark Horse guises, with pricing likely to range between $60,000 and $100,000 before on-road costs. 

MORE: Everything Ford Mustang