mobile-menu-icon
Ford Authority

Ford Explorer Sales Slip 23 Percent, Trail Toyota Highlander In Q2 2023

Ford Explorer sales decreased in the United States and Mexico while increasing in Colombia during the second quarter of 2023.

Ford Explorer Sales - Q2 2023 - United States

In the United States, Ford Explorer deliveries totaled 46,362 units in Q2 2023, a decrease of about 23 percent compared to 60,181 units sold in Q2 2022.

In the first six months of the year, Explorer sales increased about 1 percent to 104,423 units.
MODEL Q2 2023 / Q2 2022 Q2 2023 Q2 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
EXPLORER -22.96% 46,362 60,181 +1.46% 104,423 102,917

Ford Explorer Sales - Q2 2023 - Mexico

In Mexico, Ford Explorer deliveries totaled 341 units in Q2 2023, a decrease of about 3 percent compared to 351 units sold in Q2 2022.

In the first six months of the year, Explorer sales increased about 5 percent to 706 units.
MODEL Q2 2023 / Q2 2022 Q2 2023 Q2 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
EXPLORER -2.85% 341 351 +4.59% 706 675

Ford Explorer Sales - Q2 2023 - Colombia

In Colombia, Ford Explorer deliveries totaled 152 units in Q2 2023, an increase of about 21 percent compared to 126 units sold in Q2 2022.

In the first six months of the year, Explorer sales increased about 30 percent to 314 units.
MODEL Q2 2023 / Q2 2022 Q2 2023 Q2 2022YTD 2023 / YTD 2022 YTD 2023 YTD 2022
EXPLORER +20.63% 152 126 +29.75% 314 242

Competitive Sales Comparison (USA)

Ford Explorer sales decreased 23 percent to 46,362 units during the second quarter of 2023, commanding a solid second-place showing in its competitive segment.

The Toyota Highlander took first place in the segment, thanks to a 13 percent increase to 57,920 sales last quarter, outpacing the Explorer by over 10,000 units. In third place, the Chevrolet Traverse (see running Chevy Traverse sales) moved 37,148 units, up 78 percent, while the fourth-place Honda Pilot saw its sales expand 38 percent to 31,079 units. Fifth place went to the Kia Telluride, up 13 percent to 28,094 sales, with the Volkswagen Atlas in fifth, down 13 percent to 22,317 units. All other segment contenders sold 20,000 units or fewer last quarter.

Sales Numbers - Mainstream Large Three-Row Crossovers - Q2 2023 - USA

MODEL Q2 23 / Q2 22 Q2 23 Q2 22 Q2 23 SHARE Q2 22 SHARE YTD 23 / YTD 22 YTD 23 YTD 22
TOYOTA HIGHLANDER +12.74% 57,920 51,377 19% 19% -3.53% 113,264 117,403
FORD EXPLORER -22.96% 46,362 60,181 15% 22% +1.46% 104,423 102,917
CHEVROLET TRAVERSE +78.24% 37,148 20,842 12% 8% +55.02% 68,681 44,306
HONDA PILOT +38.46% 31,079 22,446 10% 8% +20.13% 55,783 46,435
KIA TELLURIDE +13.20% 28,094 24,817 9% 9% +17.89% 55,284 46,893
VOLKSWAGEN ATLAS -13.09% 22,317 25,678 7% 10% +0.53% 40,628 40,412
HYUNDAI PALISADE -12.24% 19,845 22,612 6% 8% -9.60% 39,447 43,637
DODGE DURANGO +222.53% 19,642 6,090 6% 2% +81.56% 37,109 20,439
NISSAN PATHFINDER +24.18% 19,003 15,303 6% 6% +76.18% 42,773 24,278
SUBARU ASCENT +46.90% 18,359 12,498 6% 5% +7.14% 33,141 30,931
MAZDA CX-9 +31.59% 7,523 5,717 2% 2% +7.29% 17,359 16,180
MAZDA CX-90 * 5,417 * 2% 0% * 5,704 0
TOTAL +16.87% 312,709 267,561 +14.94% 613,596 533,831

In terms of segment share, the Highlander maintained 19 percent share, followed by Ford Explorer sales, which accounted for 15 percent share, down seven percentage points. The Traverse commanded 12 percent share, up four percentage points, followed by the Pilot’s 10 percent share, up two percentage points, and the Telluride with nine percent share, which remained steady year-over-year. All other contenders held six percent share or less.

The large three-row crossover segment expanded 15 percent to 307,292 units in Q2 2023, meaning Ford Explorer sales significantly outperformed the segment average.

For informational and comparative purposes, we are also providing sales figures for midsize SUV models that overlap with large crossover SUVs like the Explorer – either in price, seating capacity, or both. Despite the fact that these models are physically smaller than the Explorer and its direct rivals, they are often cross-shopped. These overlapping vehicles include:

  • Midsize crossovers that offer three rows of seating, such as the GMC Acadia (see running GMC Acadia sales), Kia Sorento, and Mitsubishi Outlander
  • Midsize crossovers with two rows of seating sold at a similar price point to the Explorer, including the Nissan Murano, Ford Edge, Chevrolet Blazer (see running Chevy Blazer sales), and Hyundai Santa Fe
  • Nameplates that represent both two-row and three-row models, such as the new Jeep Grand Cherokee family

Sales Numbers - Overlapping Crossover Sales - Q2 2023 - USA

MODEL Q2 23 / Q2 22 Q2 23 Q2 22 YTD 23 / YTD 22 YTD 23 YTD 22
JEEP GRAND CHEROKEE +18.91% 70,454 59,252 -7.01% 124,956 134,369
HYUNDAI SANTA FE +0.94% 32,616 32,313 +5.61% 61,142 57,895
KIA SORENTO +7.19% 22,641 21,122 +9.64% 42,807 39,045
FORD EDGE +4.64% 26,202 25,041 -9.66% 46,484 51,453
CHEVROLET BLAZER +26.47% 18,080 14,296 +0.72% 33,343 33,104
GMC ACADIA +57.89% 24,205 15,330 +62.77% 40,150 24,666
MITSUBISHI OUTLANDER +40.34% 14,368 10,238 +3.77% 24,182 23,303
NISSAN MURANO +18.23% 8,744 7,396 +26.13% 21,188 16,799

From here, we can see that the Jeep Grand Cherokee vastly outsold the Ford Explorer in Q2 2023. As a reminder, the Grand Cherokee nameplate encompasses two vehicles. The first is the Grand Cherokee two-row, while the second is the larger Grand Cherokee L with three rows of seating. The former is more of a Ford Edge rival, while the latter is a Ford Explorer competitor. As such, it’s more appropriate to pit Grand Cherokee sales against the Edge and Explorer combined.

Sales Numbers - Ford Edge & Explorer - Q2 2023 - USA

MODEL Q2 23 / Q2 22 Q2 23 Q2 22 YTD 23 / YTD 22 YTD 23 YTD 22
FORD EDGE +4.64% 26,202 25,041 -9.66% 46,484 51,453
FORD EXPLORER -22.96% 46,362 60,181 +1.46% 104,423 102,917
TOTAL -14.85% 72,564 85,222 -2.24% 150,907 154,370

Doing so gives The Blue Oval 72,564 combined deliveries, barely surpassing the Grand Cherokee family.

The Ford Authority Take

The downturn in Ford Explorer sales is possibly the symptom of ongoing production issues that have plagued The Blue Oval – and the automotive industry at large – meaning that supply of vehicles at the dealer level has been suboptimal. In fact, production of the 2023 Ford Explorer, which occurs at the Chicago Assembly plant, decreased by a significant margin during June 2023, with just 9,253 units rolling off the assembly line that month. That’s nearly half of production numbers from May 2023. That could mean Explorer sales for Q3 suffer as well.

At this time, it’s not clear why the 2023 Ford Explorer experienced such a massive decline during June. However, it’s worth noting that a refreshed version of the long-running model is due to debut for the 2024 model year. Ford Authority has spotted a host of 2024 Explorer prototypes out and about, such as an Explorer Active without camo, and, more recently, a Police Interceptor Utility. It’s likely that once the 2024 model drops, it will prove a bolster to Ford Explorer sales.

About The Numbers

[nggallery id=27]

Alexandra is a Colorado-based journalist with a passion for all things involving horsepower, be it automotive or equestrian.

Subscribe to Ford Authority

For around-the-clock Ford news coverage

We'll send you one email per day with the latest Ford updates. It's totally free.

Comments

  1. Nice job Ford- another segment you ceded to the Asians. Remember when the Escape, Ranger, Explorer, and Taurus were the leaders in their respective segments?

    Reply
    1. A little dramatic, Explorer and Highlander have clearly separated themselves from the rest of the pack, an oh what Toyota wouldn’t give to say the same about their Tundra vs. the F150.

      Reply
  2. Can’t forget the Grand Cherokee….

    The Tundra sucks but they sell a lot of RAV4s, Corolla and Camrys.

    Reply
  3. Wondering about the hybrid version of the Explorer vs the rest of that segment? From what I read, substantially down the peer stack ranking? Thanks.

    Reply
  4. Explorer has then the worst recipient of poor quality from Ford over the last 2 gens. It also doesn’t help that the vertical screen was a huge mistake.

    That said, explorer having most of the trims on a stop sale really is the root cause.

    Reply
  5. There’s currently a stop sale recall on the 22-23 explorers for the back up camera , there’s your answer , pretty dramatic lol

    Reply
  6. Concurrent, “above the fold” discussions about Ford’s ongoing quality issues in the popular press and business publications didn’t help demand. I’m a historic Ford enthusiast but recent experience gives me pause as the key flaws seem to arise from the harder-to-fix-fast design and engineering phase. The Focus’s infamous transmission and small EcoBoost head gaskets come to mind. Especially when prices are perceived to be relatively high, the expected high quality for net value must be there. Too many of these mechanicsl issues have lingered over multiple model years from a lack of urgency. Let’s get back to Job One in engineering and manufacturing. Reliability is essential to long-term success. (A positive is Ford actually exploits over-the-air updates capability far better than say VW and many others.)

    Reply

Leave a comment

Cancel