Ford SUV Sales Stable In Q3 2023

Ford SUV sales, which are comprised of the Ford Bronco and Ford Expedition, decreased 0.71 percent to 49,949 units in the United States during Q3 2023. Bronco sales increased while Expedition sales decreased last quarter.

Sales Numbers - Ford SUVs - Q3 2023 - USA

The Bronco outsold the Expedition by nearly twofold, posting a four percent increase to 32,888 sales last quarter. The Expedition, meanwhile, sold 17,061 units, down nine percent year-over-year.

For the sake of context, below, we’ve combined Ford SUV sales with that of its crossovers, which includes the Ford EcoSport, Ford Escape, Ford Bronco Sport, Ford Edge, Ford Explorer, and the all-electric Mustang Mach-E.

Sales Numbers - Ford Utility Vehicles - Q3 2023 - USA

In doing so, we see that Ford SUV sales slot in near the middle. The Bronco barely tailed its crossover counterpart, the Bronco Sport, while it was still able to outperform the Edge. The Expedition fell in line after the Edge thanks to its not-insignificant nine percent decrease last quarter. Up front, the Escape led the pack, outselling the Expedition by almost 6,000 units, while outperforming the Expedition by nearly double.

Overall, combined Ford SUV sales and crossover sales contracted 0.29 percent, moving 194,723 units last quarter.

The Ford Authority Take

Ford SUV sales held steady year-over-year during Q3 2023, which is an encouraging result that indicates things are leveling out in terms of production and supply chain issues that have negatively affected the automaker’s ability to meet demand over the last few years. Comparatively, during Q2, Ford SUV sales increased four percent thanks to improving supply of both the Bronco and Expedition at the dealer level.

In the case of the Ford Bronco, the uptick in sales is likely in part due to the automaker’s ability to fulfill customers’ orders of the rugged pony. In fact, the 2023 model year Bronco was restricted to existing order holders, although looking ahead, interested parties can now get their names in the books for the 2024 Bronco. Demand for the off-road SUV is certainly there, as FoMoCo has yet to offer any sort of discount or deal toward its purchase, indicating that there’s no need to attract any more buyers. It doesn’t seem like that demand is cooling off anytime soon, so Bronco sales might stay in the green for a while yet, assuming production can keep up.

Meanwhile, sales of the Expedition were down last quarter, a reflection of waning interest in the full-size SUV. This has prompted FoMoCo to offer generous incentives in order to stimulate interested in the Expedition, with customers able to take advantage of up to $2,000 off in certain markets, which is quite a lot compared to past months. Additionally, it’s worth noting that in the mainstream full-size SUV segment last quarter, the Expedition ranked second overall, but still tails both of Chevy’s options – the Suburban and the Tahoe – combined. As such, the Expedition has quite a bit of ground to make up if The Blue Oval wants to capture more SUV buyers.