Ford F-Series sales decreased in the United States and Mexico during the second quarter of 2019.
| MODEL | Q2 2019 / Q2 2018 | Q2 2019 | Q2 2018 | YTD 2019 / YTD 2018 | YTD 2019 | YTD 2018 |
|---|---|---|---|---|---|---|
| F-SERIES | -1.33% | 233,787 | 236,947 | -0.61% | 448,398 | 451,138 |
| MODEL | Q2 2019 / Q2 2018 | Q2 2019 | Q2 2018 | YTD 2019 / YTD 2018 | YTD 2019 | YTD 2018 |
|---|---|---|---|---|---|---|
| F-SERIES | +179.31% | 44,798 | 16,039 | * | 74,905 | 0 |
| MODEL | Q2 2019 / Q2 2018 | Q2 2019 | Q2 2018 | YTD 2019 / YTD 2018 | YTD 2019 | YTD 2018 |
|---|---|---|---|---|---|---|
| F-SERIES | -20.65% | 3,643 | 4,591 | -10.43% | 7,185 | 8,022 |
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.
| MODEL | Q2 19 / Q2 18 | Q2 19 | Q2 18 | Q2 19 SHARE | Q2 18 SHARE | YTD 19 / YTD 18 | YTD 19 | YTD 18 |
|---|---|---|---|---|---|---|---|---|
| FORD F-SERIES | -1.33% | 233,787 | 236,947 | 36% | 38% | -0.61% | 448,398 | 451,138 |
| RAM RAM PICKUP | +38.49% | 179,454 | 129,575 | 28% | 21% | +28.24% | 299,480 | 233,539 |
| CHEVROLET SILVERADO | -8.40% | 142,464 | 155,529 | 22% | 25% | -11.78% | 256,777 | 291,074 |
| GMC SIERRA | -4.29% | 56,857 | 59,406 | 9% | 10% | -3.44% | 97,403 | 100,874 |
| TOYOTA TUNDRA | -0.26% | 29,397 | 29,474 | 5% | 5% | -2.32% | 54,497 | 55,792 |
| NISSAN TITAN | -21.07% | 8,343 | 10,570 | 1% | 2% | -22.62% | 18,026 | 23,294 |
| TOTAL | +4.63% | 650,302 | 621,501 | +1.63% | 1,174,581 | 1,155,711 |
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.
| MODEL | Q2 19 / Q2 18 | Q2 19 | Q2 18 | YTD 19 / YTD 18 | YTD 19 | YTD 18 |
|---|---|---|---|---|---|---|
| RIDGELINE | +4.01% | 8,303 | 7,983 | +1.78% | 15,255 | 14,988 |
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:
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:
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View Comments
Just goes to show how a big of a game changer the 2015 F-150 was. This 5 year old truck is handily outselling the competition.
Exactly. Five years old, yet still very good and very desirable today.