Ford Authority

Ford Utility Vehicle Sales Slipped Four Percent In Q2 2023

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 EXPLORER -22.96% 46,362 60,181 23% 28% +1.46% 104,423 102,917
FORD ESCAPE +28.66% 43,690 33,958 21% 16% -12.28% 64,839 73,920
FORD BRONCO SPORT +12.94% 33,272 29,460 16% 14% +7.85% 63,143 58,549
FORD EDGE +4.64% 26,202 25,041 13% 12% -9.66% 46,484 51,453
FORD BRONCO -16.37% 26,150 31,269 13% 15% +6.82% 58,580 54,842
FORD EXPEDITION +52.39% 20,007 13,129 10% 6% +72.30% 39,366 22,847
FORD MUSTANG MACH-E -21.09% 8,633 10,941 4% 5% -20.57% 14,040 17,675
FORD ECOSPORT -90.96% 859 9,498 0% 4% -86.01% 2,508 17,924
TOTAL -3.89% 205,175 213,477 -1.69% 393,383 400,127

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.

2023 Ford Bronco Outer Banks Europe - Exterior 001 - Rear Three Quarters

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.

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

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  1. Emanon

    Ironically enough, two of the models with gains (Edge and Escape) are both slated to end production over the next 2 years. But, as Ford stated, there is no future in sales of 5 seat crossovers so they have to go…yeah, OK Ford.

    1. DAB

      Emanon: I’m certainly not understanding all this with Ford and the articles on here. One says they were down 6 %. Another a few days later says up 4 %. Now this one. It’s certainly not clear on which models they are classifying as SUV, CUV and now “utility”.

      Anyhow, your comment is spot on. And I’m no longer convinced that any of the “big 3” care about what customers want or really buy. They seem only interested in selling us what they want to build and sell. This is blatantly evident in Ford’s decision to kill all cars (sedans) when there is obviously still a larger market for them.

  2. Mark Higdon

    I think Ford builds the best trucks, and their lineup is impressive, from the Maverick to the Freightliner. However, I still drive my 2008 Taurus Limited and will miss it very much when its’ time to retire comes. Personally, I don’t have much need for a truck, with the open bed, typically lower MPG compared to similar sized SUV or CUV. My wife drives a 2017 Edge Titianium, with the kids grown, it fits us and the two Goldens just fine, with room in back for trips to Costco. Great travel car – we use the trailer hitch for our bike holder, sometimes for a travel basket – and I don’t care what the three letter designation is. Again, will miss it dearly some day, and I hope Ford will still have a five seater that is easy to get in/out, has some room behind the back seat, still able to tow a (very!) small trailer. And would certainly consider an EV – by then they should be commonplace, as should charging options and longer range.

    But to make money today – Ford makes trucks, that haul and tow and go to rough places with aplomb – and some can carry six people and a pack of dogs in the bed. Great option for many of my neighbors, many of whom that are in the trades have purchased 150s to 750s from me. My son just out of college loves his Maverick Hybrid for the 40mpg and just enough room for a double date to the beach. As a Commercial Truck Sales guy, Ford Trucks are easy to sell against the competition. I pray Ford does what it takes to survive this turndown and stay strong into the future – America needs them, they are Apple Pie and Red White and Blue, and I don’t care where they source parts if they hold up and make it affordable for middle class Americans to own.

    Loyal as I am, owing as much as do to the company, I will still look for the vehicle that best suits my needs and if it is only available from another manufacturer, that’s where I’ll go. Great to be an American and have choices!

    1. DAB

      Mark: Very well said. I do agree with it. Where I fall flat on my face is that I personally don’t need or want a truck. Where I live, I have zero use for one and because of gas prices and tons of traffic along with hard to find parking, anything bigger than a Ford Escape is just over-kill for me and even the Escape is just more than I need/want. I’m more of a GM guy and currently drive a 2023 Bolt EV which is perfect for my needs. However, when it comes to long distance travel, there’s just nothing better than a comfy car (sedan) with better MPG and being easy to cruise along with no worries.

      I understand that many sedans can be larger in size, but they are still just easier to drive than a huge SUV with all the bulk that I dislike. As an example, the last gen Fusion was about the perfect car IMO. Great size, comfy, great MPG and still a wonderful freeway cruiser. Even though it was getting old, I still feel the Fusion was the best mid-sized car on the market when they dropped it. And numbers don’t lie, so the massive number of sedan’s/cars being sold in 2023 seems like a bad idea for Ford to walk away from. So for now, I’ll be staying with GM.

  3. Al B

    If Ford can’t sell the Escape in the American market then how can it be a major player? Outside of pickups, compact crossovers are THE big sellers. Ford needs to crank out more hybrid Escapes and give us some earth-tone colors. After all, the kind of people who buy something like that (maybe me?) don’t want another black vehicle with black wheels. Those are the big SUV and pickup buyers. Get it Ford?

  4. Bill

    Ford may be into trucks, but I have a 2013 F-150 Limited with 61,000 miles that stopped running in July when the local Ford dealer replaced the Body Control Module that would not upload software. They then learned Ford put a “stop sale” on that part. So my pristine truck (that no longer runs) has been sitting there for more than 2 months waiting for a part that may never come. During a conference call with a FoMoCo rep, a dealer rep and me, the two Ford reps actually said I should try to find the part on my own. I said “You mean like from a junk yard?” Their response was “Wherever!” Rendered helpless (or hopeless) by Ford in Virginia.

    1. DAB

      Bill: Sorry to hear about that. What a sad state of affairs for a not so old truck. This just makes me think about how bad it will be when these huge screens begin to go and the vehicles are 10 to 15 years old. Will we be able to replace them? Will anyone still make them? Just think about how outdated a 3 year old computer or smart phone is today and the mentality is to just junk it and get another! My thoughts are that the auto industry is going to be hurting in a huge way with many vehicles being driven with no screens or instrument clusters because nobody can fix or replace them or the cost is just too high.


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