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When you think of a Mustang, you probably think of freedom, wilderness, adventure, and an untouched wild horse. But this is exactly where one of the biggest misunderstandings begins.

Most Mustangs imported to Europe today come with a high price tag — and a big story built around the “Mustang” myth, marketed as something extraordinary. What is often missing, however, is the wild horse itself, as well as transparency about its origins and actual background.

The term “Mustang” comes from Spanish (mesteño / mestengo) and roughly means a stray or free-roaming horse. It is not a breed, but a term used for feral horses. Today’s North American Mustangs descend from Spanish and Portuguese colonial horses that escaped into the wild generations ago. Similar feral horse populations also exist in other parts of the world, such as Australia (Brumbies) or South America — but they are not called Mustangs there. In Canada, they are often simply referred to as “Wild Horses” or “Wildies.”

Inside the holding facilities in the United States, these horses no longer live in natural herd structures. Some are even born there, while many are captured as yearlings or young horses.

In the wild, however, Mustangs grow up in stable family bands — with a stallion, several mares, foals, and young horses. Young stallions are eventually driven out of the herd and must find their own place. This period is exactly what shapes a true wild horse.

A real Mustang is a horse that was actually allowed to experience this natural development in freedom. Horses captured at a young age may come from wild horse bloodlines, but they never had the chance to fully develop their instincts, social skills, and senses within an intact herd structure. On top of that, some young or weak horses that might not have survived in the wild are now waiting for adoption inside holding facilities.

That does not mean these horses are sick — it is simply their fate. Due to overpopulation, they are captured by the US government to control herd numbers, which is why there are tens of thousands of horses living in holding facilities today. This also means that some of them never truly experienced life in the wild and are adopted purely based on appearance — long manes, unusual colors — without really seeing the horse behind it and everything that comes with it.

The problems often begin shortly after — because of missing training experience, starting them under saddle far too early, feeding issues, or the way they are kept. They move from trainer to trainer and owner to owner. Some return to holding facilities, and some eventually end up in slaughterhouses.

It is simply important to me to speak honestly about what you are actually buying. In the end, many Mustangs are not that different from horses you could also find here in Europe — except for the costs and the story attached to them.

For me, a Mustang is a very special horse, and everything that goes wrong is my responsibility. It becomes a member of my herd and receives a purpose that fits the horse — a horse whose future is still unwritten. If I buy a Mustang with a story, then I want to know that story.

And then there is the bigger question: do you really have the time, experience, and financial resources to own a Mustang? Do you have the space — because box stalls or paddock-only living are not species-appropriate? Will the horse live in a fair herd structure — and by that, I mean a stable and suitable horse herd? Will you need to continue paying trainers? And of course, there are the ongoing costs as well.

At the same time, you should understand this: a Mustang that has already been imported to Europe has usually already had its first training experience with a trainer — and there are more bad ones than good ones. The horse is no longer “untouched” — and you may potentially be dealing with a 500-kilo-plus problem.

The Mustang Makeover horses also were not flown directly from a holding facility to Frankfurt. A wild horse cannot simply be loaded onto a plane overnight. In addition, adopted Mustangs must legally remain in the USA for at least one year before they are allowed to leave the country. So what do you actually know about the horse you are bidding a high price for?

The only way to truly be involved from the very beginning and know exactly what you are getting is by taking over a wild horse directly from a holding facility — with documentation showing when and where it was captured — and then walking that journey together with a good trainer from the start.

Our horses are Sales Authority horses. They are allowed to leave the country as soon as they are ready. They are purchased, not adopted. Full responsibility begins with signing and paying the purchase contract ($125).

We only receive these Mustangs through direct cooperation with the BLM — first choice, individually selected, and fully transparent.

Today, I know exactly what I am getting myself into when I buy a Mustang. That was not always the case. In the beginning, I made mistakes myself and learned an incredible amount along the way. In my experience, the Mustang adventure is anything but romantic — and that is exactly why honesty has become so important to me.

What makes Ride the Brand different is absolute transparency. Only real Mustangs are selected — together with you and experienced Mustang trainers on site in the USA, always in the best interest of the horse.

At the same time, our project continues to grow: we are expanding our Arizona program to Portugal. My own Mustangs will soon live at Rancho Terra Bravo. There, you will be able to meet the horses, participate in training sessions and workshops, and work with trainers from the USA and Canada who have real experience with wild horses. Along this path, you will not get to know a myth — you will get to know the real Mustangs.

A complete training program is being created for horses, humans, and their shared future together. There is so much to learn, and our ranch will also become a retreat for people dealing with PTSD and burnout.

Another special part of this journey is the Gerês National Park. Wild horses still live there today — the Garranos, an ancient Portuguese wild horse and pony breed from northern Portugal. Unlike in the United States, these horses are not captured. Their population regulates itself naturally through the wolves of the region. Exactly as it should remain.

My Mustangs originally descend from these Iberian horses. Maybe that is why this place touches me so deeply. It feels as though I am bringing them a little closer back to their roots — back home.

I look forward to hearing from you and wish you real experiences far away from the Mustang Makeover hype.

Hoofs and Heartbeats
Karin & Landers

A short thought to leave you with:

People buy dozens of wild horses at BLM auctions simply to market and resell them.

And yes — if you live in the USA, that is one thing. But here in Europe, it becomes a completely different reality. I will talk more about this in my next blog.

I want you to consciously choose a Mustang from a holding facility, know its story, and take responsibility for everything that comes with it. With a trainer on site whom you know and trust — and who is not just putting on a show, but genuinely helping prepare your horse for its journey.

Or would you simply buy some random horse in Europe for 15,000 euros or more just to “rescue” it?

Write to me at: info@ride-the-brand.com