Ford F-Series Sales Crush The Competition Again In Q3 2023

Ford F-Series sales increased in the United States while decreasing in Mexico during the third quarter of 2023.

Ford F-Series Sales - Q3 2023 - United States

In the United States, Ford F-Series deliveries totaled 186,974 units in Q3 2023, an increase of about 16 percent compared to 161,498 units sold in Q3 2022. Of these, Ford F-150 Lightning sales totaled 4,291 units.

In the first nine months of the year, F-Series sales increased about 22 percent to 561,110 units.

Ford F-Series Sales - Q3 2023 - Mexico

In Mexico, Ford F-Series deliveries totaled 2,921 units in Q3 2023, a decrease of about 9 percent compared to 3,201 units sold in Q3 2022.

In the first nine months of the year, F-Series sales decreased about 0 percent to 8,112 units.

Competitive Sales Comparison (USA)

Ford F-Series sales (see running F-Series sales) continued to lead in the full-size pickup segment in Q3 2023, with a 13 percent increase to 190,477 units last quarter.

The Blue Oval was tailed by he Chevrolet Silverado, which maintained its second-place performance (see running Silverado sales), increasing 22 percent to 143,467 deliveries. The Ram Pickup took third, down seven percent to to 109,391 units, followed by the GMC Sierra (see running Sierra sales) in fourth with a 46 percent uptick to 73,219 deliveries. The Toyota Tundra placed fifth, up six percent to 21,718 units, while the Nissan Titan once again took sixth (and last) place, increasing 281 percent to 4,857 units. Given news that Nissan has no plans to redesign the Titan after the current generation, the pickup will likely be discontinued around 2025, and will soon exit the full-size mainstream pickup segment.

Sales Numbers - Full-Size Mainstream Pickup Trucks - Q3 2023 - USA

From a segment share standpoint, Ford F-Series sales held steady at 35 percent share. The Silverado claimed 26 percent share, up one percentage point, while the Ram earned 20 percent share, down five percentage points. The Silverado’s corporate cousin, the Sierra, gathered a segment share of 13 percent, up two percentage points, while the Tundra maintained four percent year-over-year. Finally, the Titan’s share accounted for one percent, up one percentage point.

The full-size pickup truck segment expanded 14 percent to 543,129 units during Q3 2023, meaning that F-Series sales performed right on par with the segment average.

It’s worth noting that adding up Q3 2023 sales of General Motors’ two trucks – the Silverado and Sierra – results in 216,686 combined deliveries, demoting the F-Series from the top spot by a whopping 26,209 units and earning 40 percent segment share.

Sales Numbers - GM Full-Size Mainstream Pickup Trucks - Q3 2023 - USA

Below, we are including Honda Ridgeline sales for informational purposes, since the model straddles the midsize and full-size pickup truck segments and may be cross-shopped with the full-size mainstream pickups.

Sales Numbers - Honda Ridgeline - Q3 2023 - USA

The Ford Authority Take

Sales of the extremely popular Ford F-150 and Ford Super Duty pickups once again dominated the segment last quarter, the result of sustained high demand and increased production of the popular vehicles. This is largely driven by increased interest in the refreshed 2023 Super Duty, which saw an increase in production to make up for the times it was taken offline several times.

Looking ahead, the 2024 F-150 is slated for a midcycle refresh, one that could very well drum up more interest in the pickup over the coming months. In turn, F-Series sales could see an upturn in sales once the new model becomes available to customers.

However, 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 left Ford F-Series sales in the dust. FoMoCo’s crosstown rival is also starting to see supplier constraints begin to ease up, allowing it to once again ramp up production to meet demand. The gap between the two automakers widened significantly last quarter, so The Blue Oval has quite a bit of ground to make up if it wants to put The General behind it.