Ford F-Series Sales Total 233,787 Units In Q2 2019

Ford F-Series sales decreased in the United States and Mexico during the second quarter of 2019.

Ford F-Series Sales - Q2 2019 - United States

In the United States, Ford F-Series deliveries totaled 233,787 units in Q2 2019, a decrease of about 1 percent compared to 236,947 units sold in Q2 2018.

In the first six months of the year, F-Series sales decreased about 1 percent to 448,398 units.

Ford F-Series Sales - Q2 2019 - Canada

In Canada, Ford F-Series deliveries totaled 44,798 units in Q2 2019, an increase of about 179 percent compared to 16,039 units sold in Q2 2018.

In the first six months of the year, F-Series sales totaled 74,905 units.

Ford F-Series Sales - Q2 2019 - Mexico

In Mexico, Ford F-Series deliveries totaled 3,643 units in Q2 2019, a decrease of about 21 percent compared to 4,591 units sold in Q2 2018.

In the first six months of the year, F-Series sales decreased about 10 percent to 7,185 units.

Competitive Sales Comparison

U.S. Ford F-Series sales underperformed the segment during the second quarter, as the full-size pickup truck segment grew nearly 5 percent during the timeframe while Ford F-Series sales decreased more than 1 percent to 233,787 units. As such, the F-150 retains its position as the leader in this highly-lucrative and extremely competitive segment, accounting for an impressive 36 percent share of the segment, but some are rivals are gaining on the segment-defining truck.

Sales Numbers - Full-Size Mainstream Pickup Trucks - Q2 2019 - USA

The Ram Pickup (see Ram Pickup sales) took second place in terms of overall sales volume, while sales of FCA’a Ram Pickup increased 39 percent, enabling the vehicle to enjoy a 28 percent segment share. In fact, the Ram was the only model to see an increase in overall sales volume in the segment during the quarter. Third place went to the Silverado (see Silverado sales), which saw sales slip 8 percent to a segment share of 22 percent. The vehicle was undergoing launch during the second quarter, and not all models, body styles or variants were available for sale.

The Silverado’s corporate cousin, the GMC Sierra (see GMC Sierra sales), came in fourth place – with sales down 4 percent for a 9 percent market share. Like its corporate cousin, the Silverado, the Sierra was also undergoing launch during Q2 and had limited availability.

Toyota Tundra sales decreased less than 1 percent for a 5 percent market share, putting the model in fifth place in its segment by sales volume. Finally, Nissan Titan sales decreased 21 percent, resulting in a last place finish and a market share of 1 percent.

As we noted earlier, the full-size pickup truck segment grew an average of 4.63 percent during Q2 2019.

Below, we are including Honda Ridgeline sales for informational purposes, since the model straddles the midsize and full-size pickup truck segments.

Sales Numbers - Honda Ridgeline - Q2 2019 - USA

The Ford Authority Take

Overall, Ford F-Series sales performed relatively well in the second quarter of 2019, considering that it is the oldest model in its segment. Even so, it still maintained a significant sales lead over the next-best-selling truck. And while the Ram Pickup seems to be building momentum, it is doing so via trickery such as extremely high incentives and continuing to sell the last-generation half-ton model like the Ram 1500 Classic. No matter, the F-Series still dominates the segment with about 54,000 more units sold than the runner-up.

We attribute the Ford F-Series sales performance during Q2 2019 to the following factors:

1. A solid, highly-competitive and desirable product
2. Ample supply of inventory at the dealer level, while inventory of rivals such as the all-new 2019 Chevrolet Silverado 1500 and 2019 GMC Sierra suffered as part of a launch cadence
3. A strong heritage – America loves its Ford pickups: a Ford F-150 was sold every 29.3 seconds in 2018

We believe that Ford F-Series sales will continue to lead the segment, despite GM setting up to complete the launch of the all-new Silverado and Sierra, and Ram taking steady strides in sales volume, albeit with very high incentives that sap profit.

Meanwhile, an all-new Ford F-150 is on the way for the 2021 model year. The vehicle will be overhauled bow to stern, giving The Blue Oval a significantly more competitive offering from a product standpoint.

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Ford Motor Company Q2 2019 sales:

• U.S. Ford Motor Company Q2 2019 sales results:
  • U.S. Ford Q2 2019 sales results (Ford brand)
  • U.S. Lincoln Q2 2019 sales results
• Ford Motor Company Brazil Q2 2019 sales results:
  • Ford Brazil April 2019 sales results (Ford brand)
  • Ford Brazil May 2019 sales results (Ford brand)
  • Ford Brazil June 2019 sales results (Ford brand)
• Ford Motor Company Korea Q2 2019 sales results:
  • Ford Korea June 2019 sales results
  • Lincoln Korea June 2019 sales results
• Ford Motor Company Mexico Q2 2019 sales results:
  • Ford Motor Company Mexico June 2019 sales results:
    • Ford Mexico June 2019 sales results
    • Lincoln Mexico June 2019 sales results