Ford Pickup Sales Improved By 17 Percent In Q3 2023

Ford pickup sales, which include the Ford Maverick , Ford Ranger and Ford F-Series linep, saw a healthy 17 percent increase to 218,290 sales during Q3 2023.

Sales of the Maverick and F-Series were in the green, while sales of the Ranger decreased last quarter.

Sales Numbers - Ford Pickups - Q3 2023 - USA

The F-Series vastly outperformed its Blue Oval compatriots yet again, selling 186,974 units, up 16 percent year-over year. The Maverick’s 23,931 sales represented an 83 percent increase, while Ranger sales slipped 41 percent to 7,385 units.

The F-Series held steady with a dominant 86 percent share, while the Maverick earned 11 percent share, up four percentage points. Finally, the Ranger lost four percentage points, earning three percent share.

The Ford Authority Take

Once again, Ford truck sales were headed by the F-Series line of pickups. It’s plausible that the Super Duty line, which was refreshed for the 2023 model year, was largely responsible for the impressive sales figures this quarter. Considering that there has not been a discount offered toward the heavy duty pickup line for quite some time, it’s safe to assume that FoMoCo simply has no reason to incentivize customers to purchase it as the all-new pickup flies off dealer lots.

Looking ahead, the 2024 Ford 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.

Like the Super Duty, the highly popular Maverick has also been difficult to keep on dealer lots, ditching the competition last quarter by nearly threefold. Increased Hermosillo Assembly plant. However, it’s worth noting that inventory of the Maverick at the dealer level was minimal in September. The Blue Oval hasn’t made a discount available for the Maverick for a while, as there is no need to incentivize its purchase, considering current high demand.

The Ranger, meanwhile, saw its sales decline, likely due to FoMoCo’s decision to prioritize production of the Ford Bronco over that of the Ranger, as both models are produced at the Ford Michigan Assembly plant. Additionally, the 2023 model year marked the final for the pickup’s current generation, and it’s likely that its sales will increase along with interest in the next-generation pickup, which entered production in August 2023.