Ford Authority

U.S. Ford Motor Company Sales Decrease 33 Percent In August 2021

Ford Motor Company sales decreased 33 percent to 124,176 units during August 2021 in the United States. Sales decreased at both FoMoCo brands, the namesake Ford brand as well as at Lincoln.

“Retail sales increased 6.5 percent in August relative to July, as production and dealer inventories showed monthly gains. Nearly a third of our retail sales came from presold orders last month, while adding an additional 41,000 new orders for the month,” said said Vice President, Ford Sales U.S. and Canada, Andrew Frick. “With improved availability, F-Series retail sales expanded 11 percent relative to July giving Ford its best F-Series sales month since the chip shortage began, and F-150 Lightning has now surpassed 130,000 reservations,” he added.

FoMoCo Sales Notes – U.S. August 2021

  • Total Ford Motor Company sales during August 2021 decreased 33 percent to 124,176 units
    • Truck sales fell 29.4 percent to 73,610 units
    • SUV sales fell 25.3 percent to 48,197 units
    • Car sales fell 86 percent to 2,369 units
  • With the transition of Ford’s product lineup from cars to more AWD/4×4 and higher trim series trucks and SUVs, average transaction pricing hit a new record of approximately $50,800 per vehicle – a $9,700 increase over last year.
    • With the addition of Bronco and higher content SUVs, Ford’s SUV transaction pricing in August hit a record of $41,700 per SUV, up $6,200 over last year
    • With Ford’s successful lineup of new truck and SUV products and a richer series mix, Ford’s incentive spending as a percentage of average transaction pricing is the lowest of its major competitors at just 3.2 percent. This is down more than 7 points compared to year ago and a full point lower than the overall industry average.
  • Sales of Ford’s commercial vehicles expanded 16.5 percent in August over July
    • Strong month over month growth came from America’s bestselling van lineup increasing 10.4 percent, as Ford prepares for the future of commercial with E-Transit, which has over 24,000 reservations.
  • With August improvements in production and inventory relative to July 2021, Ford’s retail sales increased 6.5 percent.
    • Ford’s production output expanded 79.8 percent relative to July, while inventory was up 34.4 percent. This added an additional 54,900 vehicles to stock levels, bringing the total to 214,500 vehicles in gross stock.
  • Retail orders continue to expand, spring-loading Ford for future growth
    • August retail orders produced an additional 41,000 new orders, four times greater than a year ago
    • 30 percent of retail sales in August were directly filling customer orders compared to just 6 percent from the same time last year
    • Ford’s total order bank at the end of August stands at 52,000 vehicles.
    • The new Ford Maverick has pushed past 100,000 reservations, with strong demand coming out of California, Texas and Florida.
  • Ford’s electrified vehicles set a new August sales record
    • Electrified vehicle sales were up 67.3 percent over last year for a total of 8,756 vehicles.
    • Electrified vehicles are bringing in new customers to Ford at a rate that is more than 8 points higher than Ford’s overall conquest rate.
  • Ford advances as one of the industry’s connected vehicle leaders. Ford now leads the industry with 91 percent of owners using the FordPass mobile app, well above a 66 percent industry average.

Brand & Model Sales

Ford sales decreased 32.5 percent to 119,022 units:

  • Ford Bronco family sales totaled 9,428 units
  • Ford EcoSport sales decreased 64.4 percent to 2,153 units
  • Ford Edge sales decreased 39.2 percent to 5,509 units
  • Ford Escape sales decreased 32.6 percent to 10,696 units
  • Ford Expedition sales decreased 12.4 percent to 5,355 units
  • Ford Explorer sales increased 59.6 percent to 8,490 units
  • Ford F-Series sales decreased 22.5 percent to 57,321 units
    • Retail sales increased 11 percent compared to July 2021
    • F-Series sales also showed a strong expansion month-over-month with production increases in August compared to July.
    • On stronger production, F-Series expanded its lead as America’s best selling truck for the year by 17,064 in August relative to July
    • Year-to date, F-Series has a lead of 76,572 over its second-place competitor
    • New F-150 units are now shipping to customers with available Ford BlueCruise handsfree driver assist technology. Raptor and Tremor off road models are also now shipping to dealers.
    • Reservations for Ford’s fully electric F-150 Lightning have now crossed the 130,000 mark
  • Ford Fusion sales decreased 99.4 percent to 59 units
  • Ford GT sales decreased 8.3 percent to 11 units
  • Ford Heavy Trucks sales decreased 4.7 percent to 833 units
  • Ford Mustang sales decreased 51.1 percent to 2,263 units
  • Ford Mustang Mach E sales totaled 2,854 units
    • The Mustang Mach-E continues to turn quickly on dealer lots with the first Mustang Mach-E GTs already sold in August
    • Mustang Mach-Es are now shipping with available Ford BlueCruise hands-free driver assist technology
  • Ford Ranger sales decreased 67.7 percent to 3,271 units
  • Ford van sales totaled 17,201 units in April:

Lincoln sales decreased 44.3 percent to 5,154 units:

  • Lincoln Aviator sales decreased 61.6 percent to 766 units
  • Lincoln Continental sales decreased 94.3 percent to 24 units
  • Lincoln Corsair sales decreased 64.9 percent to 859  units
    • These figures include those of the outgoing Lincoln MKC
    • Corsair retail sales increased 43.5 percent over Jly
  • Lincoln MKZ sales decreased 99.1 percent to 12 units
  • Lincoln Nautilus sales decreased 38.6 percent to 2,667 units
    • Nautilus sales increased 83.4 percent at retail compared to July
  • Lincoln Navigator sales decreased 28.5 percent to 826 units
  • Lincoln’s overall retail sales were up 21.6 percent compared to July.
  • Transaction pricing for Lincoln continued to expand, averaging $58,900 in August. This is up $8,600 over last year.
  • Lincoln’s production and inventory both improved over July, with over 4,000 Lincoln in transit heading into September. This is over a 70 percent increase of in-transit vehicles compared to July.

During the first eight months of the 2021 calendar year, Ford Motor Company sales decreased 5.4 percent to 1,240,890 units.

Ford Brand Sales - August 2021 - USA

ModelAugust 2021 / August 2020August 2021August 2020YTD 2021 / YTD 2020YTD 2021YTD 2020
Bronco Sport*6,6980*69,5180
Heavy trucks-4.7%833874+70.7%8,6595,072
Mustang Mach E*1,4480*17,2770
Transit Connect-82%5853,249-10.7%19,23721,537

Lincoln Sales - August 2021 - USA

ModelAugust 2021 / August 2021August 2021August 2020YTD 2021 / YTD 2020YTD 2021YTD 2020

Ford Motor Company Sales - August 2021 - USA

August 2021 / August 2020August 2021August 2020YTD 2021 / YTD 2020YTD 2021YTD 2020

About The Numbers

  • All percent change figures compared to Ford Motor Company sales for August 2020, unless noted otherwise

Further Reading & Sales Reporting

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  1. When is the pre-ordered a Ford Maverick going to start showing up

    When is the pre-ordered a Ford Maverick going to start showing up?

  2. Lee

    33% huh? If FoMoCo keeps pursuing the autonomous/electric stuff that nobody wants, y’all will watch it drop to zero, zilch, nodda.


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