Ford F-Series sales increased in the United States and decreased in Mexico during the fourth quarter of 2019.
| MODEL | Q4 2019 / Q4 2018 | Q4 2019 | Q4 2018 | YTD 2019 / YTD 2018 | YTD 2019 | YTD 2018 |
|---|---|---|---|---|---|---|
| F-SERIES | +1.58% | 233,952 | 230,312 | -1.41% | 896,526 | 909,330 |
| MODEL | Q4 2019 / Q4 2018 | Q4 2019 | Q4 2018 | YTD 2019 / YTD 2018 | YTD 2019 | YTD 2018 |
|---|---|---|---|---|---|---|
| F-SERIES | -11.15% | 3,484 | 3,921 | -4.22% | 14,459 | 15,096 |
U.S. Ford F-Series sales were in line with the segment during the fourth quarter. The results enabled, the F-150 to retain its position as the segment leader in the highly-lucrative and extremely competitive segment, accounting for an impressive 35 percent share of the segment, though some rivals are gaining on Ford’s segment-leading truck.
| MODEL | Q4 19 / Q4 18 | Q4 19 | Q4 18 | Q4 19 SHARE | Q4 18 SHARE | YTD 19 / YTD 18 | YTD 19 | YTD 18 |
|---|---|---|---|---|---|---|---|---|
| FORD F-SERIES | +1.58% | 233,952 | 230,312 | 35% | 35% | -1.41% | 896,526 | 909,330 |
| RAM RAM PICKUP | +6.93% | 172,579 | 161,397 | 26% | 24% | +18.01% | 633,694 | 536,980 |
| CHEVROLET SILVERADO | +1.34% | 163,341 | 161,178 | 24% | 24% | -1.70% | 575,600 | 585,581 |
| GMC SIERRA | +2.09% | 68,722 | 67,312 | 10% | 10% | +5.82% | 232,323 | 219,554 |
| TOYOTA TUNDRA | -15.96% | 25,611 | 30,476 | 4% | 5% | -5.57% | 111,673 | 118,258 |
| NISSAN TITAN | -51.65% | 6,102 | 12,620 | 1% | 2% | -37.55% | 31,514 | 50,459 |
| TOTAL | +1.06% | 670,307 | 663,295 | +2.53% | 2,481,330 | 2,420,162 |
The Ram Pickup took second place in terms of overall sales volume, with sales growing 7 percent, enabling the vehicle to grow its segment share to 26 percent. Third place went to the Silverado (see Silverado sales), which saw sales grow 1.34 percent to a segment share of 24 percent. Fourth place went to the Silverado’s cousin, the GMC Sierra (see GMC Sierra sales), which saw sales rise 2 percent for a 10 percent share. Both the Silverado and Sierra saw reduced availability at the retail level during the quarter as a result of a UAW strike against parent company, General Motors.
Toyota Tundra sales decreased 16 percent for a 4 percent market share, putting the model in fifth place in its segment by sales volume. Finally, Nissan Titan sales decreased 56 percent, resulting in a 1 percent share.
The full-size pickup truck segment grew an average of 1 percent to 670,307 units during Q4 2019.
Below, we are including Honda Ridgeline sales for informational purposes, since the model straddles the midsize and full-size pickup truck segments.
| MODEL | Q4 19 / Q4 18 | Q4 19 | Q4 18 | YTD 19 / YTD 18 | YTD 19 | YTD 18 |
|---|---|---|---|---|---|---|
| RIDGELINE | +24.56% | 9,701 | 7,788 | +8.96% | 33,334 | 30,592 |
Overall, Ford F-Series sales performed very healthy in the fourth quarter of 2019, especially considering that it is the oldest model in its segment. Even so, the big F 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 questionable tactics, such as extremely high incentives and continuing to sell the last-generation half-ton model under the Ram 1500 Classic moniker. No matter, the F-Series still dominates the segment with about 60,000 more units sold than the runner-up.
We attribute the Ford F-Series sales performance during Q4 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 making strides in sales volume and segment share, 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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