Ford F-Series Sales Outdo Rivals Yet Again During Q2 2023

Ford F-Series sales increased in the United States and Mexico during the second quarter of 2023.

Ford F-Series Sales - Q1 2023 - United States

In the United States, Ford F-Series deliveries totaled 166,086 units in Q1 2023, an increase of about 18 percent compared to 140,447 units sold in Q1 2022. Of these, Ford F-150 Lightning sales totaled 4,291 units.

Ford F-Series Sales - Q1 2023 - Canada

In Canada, Ford F-Series deliveries totaled 23,407 units in Q1 2023, an increase of about 28 percent compared to 18,218 units sold in Q1 2022.

Ford F-Series Sales - Q1 2023 - Mexico

In Mexico, Ford F-Series deliveries totaled 2,702 units in Q1 2023, an increase of about 43 percent compared to 1,887 units sold in Q1 2022.

Competitive Sales Comparison (USA)

Ford F-Series sales (see running F-Series sales) maintained the top spot in the full-size pickup segment in Q2 2023, soaring 34 percent to 212,516 units during the quarter.

The Chevrolet Silverado maintained second (see running Silverado sales), slipping one percent to 141,299 deliveries. The Ram Pickup took third, down 0.14 percent to to 117,699 units, followed by the GMC Sierra (see running Sierra sales) in fourth with a 22 percent uptick to 75,810 deliveries. The Toyota Tundra placed fifth, up 48 percent to 32,084 units, while the Nissan Titan once again took sixth (and last) place, increasing 36 percent to 4,797 units. Given news that Nissan has no plans to redesign the Titan after the current generation, the pickup will likely be discontinued around 2025.

Sales Numbers - Full-Size Mainstream Pickup Trucks - Q2 2023 - USA

From a segment share standpoint, Ford F-Series sales accounted for a segment-leading 36 percent share, up five percentage points compared to Q2 2022. The Silverado claimed 24 percent share, down four percentage points, while the Ram earned 20 percent share, down three percentage points. The Silverado’s corporate cousin, the Sierra, posted a segment share of 13 percent, up one percentage point, while the Tundra earned five percent, down one percentage point. Finally, the Titan’s share remained flat at one percent.

The full-size pickup truck segment expanded 15 percent to 585,920 units during Q2 2023, meaning that F-Series sales outperformed  the segment average.

It’s worth noting that adding up Q2 2023 sales of General Motors’ two trucks – the Silverado and Sierra – results in 217,109 combined deliveries, knocking the F-Series from the top spot by 4,593 units and earning 37 percent segment share.

Sales Numbers - GM Full-Size Mainstream Pickup Trucks - Q2 2023 - USA

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

Sales Numbers - Honda Ridgeline - Q2 2023 - USA

The Ford Authority Take

Sales of the extremely popular Ford F-150 and Ford Super Duty pickups continued to dominate last quarter, the result of sustained high demand and supply chain issues that are finally waning. FoMoCo has significantly ramped up production of its vehicles this year to keep pace with demand, including the F-Series pickups. Production of the Ford F-150 Lightning has also kicked off after a brief planned shutdown at the Rouge Electric Vehicle Center, during which the facility’s physical size was increased to accommodate increased production.

It’s also worth noting that while Ford F-Series sales outpaced that of the Silverado and Sierra on an individual basis, both GM models outsold FoMoCo’s pickup when combined. Both of GM’s entries also posted gains over the same period in 2023, indicating that FoMoCo’s crosstown rival is also starting to see supplier constraints begin to ease up. However, the gap between the two has narrowed, meaning that Ford F-Series sales will likely continue to claim the top spot in the segment.