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Ford F-Series Sales Continued To Lead Segment In Q2 2020

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Ford F-Series sales decreased in the United States, Canada, and Mexico during the second quarter of 2020, while tallying 133 deliveries in Argentina.

Ford F-Series Sales - Q2 2020 - United States

In the United States, Ford F-Series deliveries totaled 180,825 units in Q2 2020, a decrease of about 23 percent compared to 233,787 units sold in Q2 2019.

In the first six months of the year, F-Series sales decreased about 18 percent to 367,387 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
F-SERIES -22.65% 180,825 233,787 -18.07% 367,387 448,398

Ford F-Series Sales - Q2 2020 - Canada

In Canada, Ford F-Series deliveries totaled 27,951 units in Q2 2020, a decrease of about 38 percent compared to 44,798 units sold in Q2 2019.

In the first six months of the year, F-Series sales decreased about 25 percent to 56,466 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
F-SERIES -37.61% 27,951 44,798 -24.62% 56,466 74,905

Ford F-Series Sales - Q2 2020 - Mexico

In Mexico, Ford F-Series deliveries totaled 2,771 units in Q2 2020, a decrease of about 24 percent compared to 3,643 units sold in Q2 2019.

In the first six months of the year, F-Series sales decreased about 22 percent to 5,590 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
F-SERIES -23.94% 2,771 3,643 -22.20% 5,590 7,185

Ford F-Series Sales - Q2 2020 - Argentina

In Argentina, Ford F-Series deliveries totaled 133 units in Q2 2020.

In the first six months of the year, F-Series sales totaled 188 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
F-SERIES * 133 * * 188 0

Competitive Sales Comparison

Despite the 22.6 percent decline in volume, Ford F-Series sales results enabled the truck line to retain its best-selling position in the United States market during the second quarter, outselling all other rivals and commanding a leading share of the highly-lucrative and extremely competitive segment.

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Sales Numbers - Full-Size Mainstream Pickup Trucks - Q2 2020 - USA

MODEL Q2 20 / Q2 19 Q2 20 Q2 19 Q2 20 SHARE Q2 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
FORD F-SERIES -22.65% 180,825 233,787 36% 36% -18.07% 367,387 448,398
CHEVROLET SILVERADO -14.06% 122,432 142,464 24% 22% +4.05% 267,166 256,777
RAM RAM PICKUP -34.55% 117,448 179,454 23% 28% -17.77% 246,253 299,480
GMC SIERRA -5.33% 53,824 56,857 11% 9% +9.68% 106,833 97,403
TOYOTA TUNDRA -7.40% 27,222 29,397 5% 5% -10.31% 48,880 54,497
NISSAN TITAN -22.52% 6,464 8,343 1% 1% -32.34% 12,196 18,026
TOTAL -21.85% 508,215 650,302 -10.72% 1,048,715 1,174,581

The F-Series accounted for 36 percent share of the segment, identical to the share it held in the year-ago quarter. Meanwhile, GM’s Chevrolet Silverado (see running Silverado sales) took second place in terms of overall sales volume. Despite a 14 percent reduction in sales volume, the Silverado’s share of the segment grew to 24 percent from 22 percent in the year-ago quarter. Third place went to the Ram Pickup, which saw sales fall almost 35 percent to 117,448 units for a segment share of 23 percent, down 5 percentage points year-over-year. Fourth place went to the GM’s GMC Sierra (see GMC Sierra sales), which saw sales fall 5 percent to 53,824 units for an 11 percent share.

Toyota Tundra placed fifth, with sales down over 7 percent to 27,222 units for a 5 percent segment share. Nissan Titan sales fell 22.5 percent to 6,464 units for a 1 percent share.

The full-size pickup truck segment fell an average of 22 percent to 508,215 units during Q2 2020, meaning that the 22.6 percent drop in Ford F-Series sales was roughly in line with the segment average.

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It’s also worth noting that adding up Q2 2020 sales of GM’s two trucks – the Silverado and Sierra – results in 176,256 combined deliveries and a 35 percent share. That’s roughly 4,500 units or 1 percentage point less than the F-Series.

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

Sales Numbers - Honda Ridgeline - Q2 2020 - USA

MODEL Q2 20 / Q2 19 Q2 20 Q2 19 YTD 20 / YTD 19 YTD 20 YTD 19
RIDGELINE -23.16% 6,380 8,303 -4.92% 14,505 15,255

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The Ford Authority Take

The drop in Ford F-Series sales was in line with the segment average during the second quarter of 2020. We attribute the drop in second quarter F-Series sales to two complications associated with the COVID-19 pandemic:

  1. Sub-par supply of the F-150 and Super Duty at dealers as a result of production downtime lasting roughly two months at all U.S. Ford plants, including the Dearborn Truck plant and the Ford Kansas City Assembly plant that produce the full-size Ford trucks. The circumstance prevented dealers from selling the vehicle and fulfilling customer orders, and
  2. Reduced demand, as some customers potentially scaled back plans to purchase new vehicles as a result of the pandemic

It’s also worth noting that as F-Series lost market share, the Silverado and Sierra managed to grow their share of the segment during the down quarter.

Despite all those factors, the F-Series continued to dominate the segment, selling about 60,000 more units sold than the runner-up Silverado and continuing to deliver the highest segment share of any single model in its segment. In fact, the F-Series also outsold the two GM models in the segment combined.

All-new, 2021 Ford F-150
All-new, 2021 Ford F-150

The all-new, 14th-generation Ford F-150 will launch before the end of the year. The vehicle was overhauled from bow to stern, giving The Blue Oval a significantly more modern and competitive offering in the segment. Production of the 2021 F-150 began at the Dearborn Truck plant on September 17th.

We’ll have more on all things F-Series soon, so be sure to subscribe to Ford Authority for more Ford F-Series news, Ford sales news, and ongoing Ford news coverage.

Ford Motor Company Q2 2020 sales reports:
About The Numbers
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Click to contract

  • All percent change figures compared to Ford F-Series sales in Q2 2019, except as noted
  • In the United States, there were 77 selling days in Q2 2020 and 77 selling days in Q2 2019
  • Ford F-Series sales include:
    • Ford F-150 and variants
    • Ford F-Series Super Duty models, including:
      • Ford F-250 Super Duty and variants
      • Ford F-350 Super Duty and variants
      • Ford F-450 Super Duty and variants
      • Ford F-550 Super Duty and variants
    • Ford F-Series Chassis Cab
    • Ford F-650 and F-750 are not included in these sales, as Ford records their sales separately as Ford Heavy Trucks sales
  • Ram Pickup sales include:
    • Ram 1500 pickup and variants
    • Ram 2500 pickup and variants
    • Ram 3500 pickup and variants
    • Ram Chassis Cab
  • Chevrolet Silverado sales include:
    • Chevrolet Silverado 1500 and variants
    • Chevrolet Silverado Heavy Duty models, including:
      • Chevrolet Silverado 2500HD and variants
      • Chevrolet Silverado 3500HD and variants
      • Chevrolet Silverado Heavy Duty Chassis Cab
    • Chevrolet Silverado Medium Duty Chassis Cab
  •  GMC Sierra sales include:
    • GMC Sierra 1500, Sierra Denali 1500 and variants
    • GMC Sierra Heavy Duty models, including:
      • GMC Sierra 2500HD, GMC Sierra 2500HD Denali and variants
      • GMC Sierra 3500HD, GMC Sierra 3500HD Denali and variants
      • GMC Sierra HD Chassis Cab
  • Toyota Tundra sales include:
    • Toyota Tundra and variants
  • Nissan Titan sales include:
    • Nissan Titan and variants
    • Nissan Titan XD and variants

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Written by Francisco Cruz

Frankie's first favorite car was a 1968 Ford Mustang, and he's had a strong appreciation for the nameplate ever since. Later in his youth he became infatuated with Eleanor, thanks to Nicholas Cage's stellar performance.

Frank's a real jokester, too.

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