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Ford Utility Vehicle Sales Down 3.5 Percent During Q1 2022

By Megs Vincent

June 23, 2022 8:12 am

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Ford utility vehicle sales – comprised of both unibody (car-based) crossovers and body-on frame-based SUVs – decreased 3.5 percent to 186,650 units in the United States during the first quarter of 2022.

Sales Numbers - Ford Utilities - Q1 2022 - USA

MODEL Q1 22 / Q1 21 Q1 22 Q1 21 Q1 22 SHARE Q1 21 SHARE
FORD MUSTANG MACH-E +1.81% 6,734 6,614 4% 3%
FORD ECOSPORT -34.57% 8,426 12,878 5% 7%
FORD EXPEDITION -56.35% 9,718 22,263 5% 12%
FORD BRONCO * 23,573 * 13% 0%
FORD EDGE +19.24% 26,412 22,150 14% 11%
FORD BRONCO SPORT +24.55% 29,089 23,356 16% 12%
FORD ESCAPE -2.51% 39,962 40,990 21% 21%
FORD EXPLORER -34.50% 42,736 65,244 23% 34%
TOTAL -3.54% 186,650 193,495

The Mustang Mach-E, Ford Edge, Bronco and Bronco Sport all posted gains during the quarter, while the EcoSport, Expedition, Escape and Explorer were in the red.

Crossovers

Sales of Ford crossovers fell ten percent to 153,359 units during Q1 2022. These include the all-electric Mustang Mach-E, as well as Ford EcoSport, Ford Escape, Ford Bronco Sport, Ford Edge, and Ford Explorer.

Sales Numbers - Ford Crossovers - Q1 2022 - USA

MODEL Q1 22 / Q1 21 Q1 22 Q1 21 Q1 22 SHARE Q1 21 SHARE
FORD EXPLORER -34.50% 42,736 65,244 28% 38%
FORD ESCAPE -2.51% 39,962 40,990 26% 24%
FORD BRONCO SPORT +24.55% 29,089 23,356 19% 14%
FORD EDGE +19.24% 26,412 22,150 17% 13%
FORD ECOSPORT -34.57% 8,426 12,878 5% 8%
FORD MUSTANG MACH-E +1.81% 6,734 6,614 4% 4%
TOTAL -10.44% 153,359 171,232

The Ford Explorer was Ford’s best-selling utility despite a 35 percent decrease in sales to 42,736 units. Despite facing a rocky start during its launch for the 2020 model year, the Explorer was able to maintain a solid upward trajectory in sales volume during 2021. Meanwhile, the model’s current decline is a reflection of ongoing supply chain constraints stemming from the COVID-19 pandemic as well as competitive pressures from rival offerings.

The Ford Escape placed second in terms of sales volume with a three percent decrease to 39,962 units. The drop in Ford Escape sales is a bit deflating but not all that surprising considering the current circumstances. In addition, the Escape is facing several product-related issues associated with the current model, including but not limited to forgettable styling and a steep pricing structure, particularly when it comes to leasing. Ford is working on an Escape refresh that will hopefully address these issues. The refresh is expected to launch for the 2023 model year, and Ford Authority spies have recently caught a prototype completely undisguised.

The Ford Bronco Sport placed third in terms of sales volume with a 25 precent increase to 29,089 units, roughly 10K units behind the Escape with which it shares its C2 platform. The 2022 Bronco Sport represents the second model year of the small rugged crossover, which originally launched in late 2020 as a 2021 model year vehicle. The Bronco Sport will continue on in its current form through the 2023, with a refresh expected for the 2024 model year, at which point it should introduce a new hybrid variant, among new front and rear fascias and interior enhancements.

The Ford Edge placed fourth with a 19 precent increase to 26,412 units. We attribute the increase in Ford Edge sales during the quarter to improved availability of the midsize crossover. However, it’s worth noting that the Edge will not see a next generation after the current model runs its lifecycle, which should end around the 2023 calendar year.

In a move that was seemingly spurred by labor negotiations over the future of the Ford Oakville Assembly Plant, which currently builds the Edge for North America, The Blue Oval and the Canadian auto union, Unifor, came to an agreement that will see the facility retooled to produce five new electric vehicles starting in 2025. As a result, the only way that we see the Edge continuing is as an electric vehicle.

SUVs

Sales of Ford SUVs – which include the Ford Bronco and Ford Expedition – grew nearly 50 percent to 33,291 units during Q1 2022.

Sales Numbers - Ford SUVs - Q1 2022 - USA

MODEL Q1 22 / Q1 21 Q1 22 Q1 21 Q1 22 SHARE Q1 21 SHARE
FORD BRONCO * 23,573 * 71% 0%
FORD EXPEDITION -56.35% 9,718 22,263 29% 100%
TOTAL +49.54% 33,291 22,263

Bronco sales posted 23,573 deliveries, while Expedition sales dropped at a rapid 50 percent to 9,718 units.

Ford Bronco sales during the first quarter of 2022 were quite healthy, albeit limited by the ongoing circumstance of demand outpacing supply. To that end, Ford is still focused on building existing customer orders as opposed to dealer inventory units. In fact, demand for the Bronco is so strong that Ford recently stopped taking orders for the 2022 model year. In addition, this high demand has caused many Bronco reservation/order holders to wait for months and, in some cases, as long as a year to get their new wild horse.

It is also worth noting that two major factors are behind the Expedition’s disheartening performance. For starters, the current COVID-19 pandemic has continued to impact the supply chain, including but not limited to the ongoing microchip shortage, delaying critical parts and resources needed for production. As a result, production lines end up being disrupted, causing vehicle supply to become restricted and sales volume to suffer.

Additionally, the Expedition has remained essentially unchanged since the introduction of the current model for the 2018 model year, for which it was overhauled (redesigned and re-engineered). However, the biggest Ford SUV did receive a mid-cycle enhancement (refresh) for the 2022 model year. The Expedition is also seeing a substantial amount of competitive pressure from the Chevy Tahoe, Chevy Suburban, GMC Yukon and Yukon XL, all of which were overhauled for the 2021 model year. Beyond that, a new rival – the Jeep Wagoneer – is showing early signs of success, rising from zero to nine percent segment share during Q1 2022.

The Ford Authority Take

The ongoing manufacturing delays and supply chain constrains continue to disrupt production across the Ford product portfolio as it allocates more supplies toward its bread-and-butter products.

These constrains include, but are not limited to, the ongoing microchip shortage, which is expected to continue for another few months. This has had a massive impact on automobile production during the last two years, leading FoMoCo to idle a number of its plants or cut the amount of vehicles rolling off the lines. The Blue Oval is also seeing near record-low inventory, record-low incentives, and record-high new vehicle prices. However, we expect the production situation to improve across-the-board over the next several months as newer models, such as the Bronco, Bronco Sport, and Mustang Mach-e continue to enhance FoMoCo sales volume.

Even so, it’s worth highlighting that Ford sold over four times as many crossovers as it did SUVs during the first quarter of 2022. The statistic shows that the Dearborn-based automaker is satisfying demand for these products in light of changing customer preferences that favor utility vehicles over sedans, coupes, convertibles, hatchbacks, and wagons.

We’ll have more on all things related to FoMoCo sales results, so be sure and subscribe to Ford Authority for more Ford business news, Ford sales news, and continuous Ford news coverage.

About The Numbers

By Megs Vincent

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