Ford utility sales, which include the Ford EcoSport, Ford Escape, Ford Bronco Sport, Ford Edge, Ford Explorer, Mustang Mach-E, Ford Bronco and Ford Expedition, decreased four percent during Q2 2023, selling 205,175 units.
Here, we see that half of FoMoCo’s utility vehicles experienced a decline in sales, while the other half were in the green.
Sales Numbers - Ford Utility Vehicles - 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|
|FORD BRONCO SPORT||+12.94%||33,272||29,460||16%||14%||+7.85%||63,143||58,549|
|FORD MUSTANG MACH-E||-21.09%||8,633||10,941||4%||5%||-20.57%||14,040||17,675|
The Explorer saw its sales decrease 23 percent, outselling the rest of its corporate cousins with 46,362 sales. The Escape claimed the runner-up position with 43,690 sales, up 39 percent; the Bronco Sport tailed it with 33,272 sales, up 13 percent, followed by the Edge in fourth with a five percent uptick to 26,202 sales. Bronco sales dipped 16 percent, moving 26,150 units, and the Expedition claimed sixth with 20,007 sales, outperforming the Mustang Mach-E, whose sales decreased 21 percent, moving 8,633 units last quarter. Finally, the now-discontinued EcoSport rounded out the segment, down 91 percent to just 859 sales.
In terms of segment share, the Explorer earned 23 percent share, down five percentage points year-over-year, while the Escape gained 21 percent share, up five percentage points. The Bronco Sport gained two percentage points for 16 percent share, followed by the Edge’s 13 percent share, up one percentage point. The Bronco lost two percentage points for 13 percent share, while the Expedition’s 10 percent share represented a four percentage point gain. The Mustang Mach-E lost one percentage point, winding up with five percent share, and the EcoSport lost four percentage points, barely enough to claim any share during the quarter.
The Ford Authority Take
Ford utility sales, which are made up of the body-on-frame SUVs and unibody crossovers, suffered ever so slightly during the second quarter of 2023. This is like in part due to issues that have made it difficult for The Blue Oval to produce and sell vehicles, from supply chain issues to an ongoing recall and stop-sale that is impacting the Ford Explorer.
As Ford navigates these ongoing challenges, it has elected in some cases to focus its resources on producing better-equipped trims, which have a higher profit margin than more basic models. The 2023 Bronco is one such example, although the good news for this particular model is that no new constraints are currently negatively affecting its production. Order banks for the 2024 model opened up in August, giving customers the chance to get hands on the highly coveted off-road SUV once again.
In order to keep units rolling off the production line, in some cases, Ford has elected to ditch certain features for which it may not have the necessary commodities. This includes the SecuriCode keypad, which is no longer included on the 2023 Edge, as well as the hands-free, foot-activated liftgate from the 2023 Expedition.
- All percent change figures compared to Ford utility sales for Q2 2022, unless otherwise noted
- In the United States, there were 77 selling days in Q2 2023 and 77 selling days in Q2 2022
- Ford Motor Company Q2 2023 sales reports:
- Ford Motor Company sales Q2 2023 U.S.A
- Ford China sales Q2 2023
- Ford Motor Company Canada sales Q2 2023
- Ford Canada sales Q2 2023
- Lincoln Canada sales Q2 2023
- Ford Motor Company Argentina sales Q2 2023
- Ford Motor Company Colombia sales Q2 2023
- Ford Colombia sales April 2023 (Ford brand)
- Ford Colombia sales May 2023 (Ford brand)
- Ford Colombia sales June 2023 (Ford brand)
- Ford Motor Company Brazil sales Q2 2023
- Ford Motor Company Mexico sales Q2 2023