Ford Explorer Sales Surpass Toyota Highlander During Q4 2023

Ford Explorer sales decreased in the United States, Mexico and Colombia during the fourth quarter of 2023.

Ford Explorer Sales - Q4 2023 - United States

In the United States, Ford Explorer deliveries totaled 48,667 units in Q4 2023, a decrease of about 5 percent compared to 51,430 units sold in Q4 2022.

During the complete 2023 calendar year, Explorer sales decreased about 10 percent to 186,799 units.

Ford Explorer Sales - Q4 2023 - Mexico

In Mexico, Ford Explorer deliveries totaled 239 units in Q4 2023, a decrease of about 41 percent compared to 402 units sold in Q4 2022.

During the complete 2023 calendar year, Explorer sales decreased about 31 percent to 1,052 units.

Ford Explorer Sales - Q4 2023 - Colombia

In Colombia, Ford Explorer deliveries totaled 194 units in Q4 2023, a decrease of about 26 percent compared to 262 units sold in Q4 2022.

During the complete 2023 calendar year, Explorer sales decreased about 10 percent to 623 units.

Competitive Sales Comparison (USA)

During Q4 2023, Ford Explorer sales slipped five percent to 48,667 units, but even so, it outsold the competition in its packed segment and claimed first place.

The Toyota Highlander crept into second, despite a 46 percent downturn in sales to 31,365 units, followed by the Hyundai Palisade, up 62 percent to 30,652 sales. The Volkswagen Atlas shot into fourth, up 462 percent to 30,139 units, and the Honda Pilot slotted in fifth, up nine percent to 27,901 units, outperforming the Kia Telluride with 26,784 sales, up three percent, followed by the newest segment competitor, the Toyota Grand Highlander, with 23,660 sales. The Chevrolet Traverse (see running Chevy Traverse sales) came in seventh, down 17 percent to 22,556 sales. All other segment contenders sold fewer than 16,000 units individually.

Sales Numbers - Mainstream Large Three-Row Crossovers - Q4 2023 - USA

In terms of segment share, Ford Explorer sales held steady with 18 percent share, while the Highlander lost 10 percentage points, earning 11 percent share. The Palisade and Atlas also earned 11 percent share each, with the former gaining four percentage points and the latter gaining nine. The Pilot and Telluride each accounted for 10 percent share, with the Pilot earning one percentage point and the Telluride remaining flat year-over-year. The Dodge Durango maintained six percent share year-over-year, and the Nissan Pathfinder lost one percentage point, also claiming six percent share. All other entries earned five percent share or less individually.

The large three-row crossover segment contracted one percent to 276,172 units in Q4 2023, meaning Ford Explorer sales slightly underperformed the segment average.

Sales Numbers - Toyota Highlander & Grand Higlander - Q4 2023 - USA

Note that Toyota now fields the Highlander alongside its extended-length counterpart, the Grand Highlander. Combining sales of both crossovers, we find that Toyota nets 55,025 sales, surpassing the Explorer by 6,358 units, enough to dethrone The Blue Oval.

For informational and comparative purposes, we are also providing sales figures for midsize SUV models that overlap with large crossover SUVs like the Explorer – either in price, seating capacity, or both. Despite the fact that these models are physically smaller than the Explorer and its direct rivals, they are often cross-shopped. These overlapping vehicles include:

• Midsize crossovers that offer three rows of seating, such as the GMC Acadia (see running GMC Acadia sales), Kia Sorento, and Mitsubishi Outlander
• Midsize crossovers with two rows of seating sold at a similar price point to the Explorer, including the Nissan Murano, Ford Edge, Chevrolet Blazer (see running Chevy Blazer sales), and Hyundai Santa Fe
• Nameplates that represent both two-row and three-row models, such as the new Jeep Grand Cherokee family

Sales Numbers - Overlapping Crossover Sales - Q4 2023 - USA

From here, we can see that the Jeep Grand Cherokee vastly outsold the Ford Explorer once again during Q4 2023. As a reminder, the Grand Cherokee nameplate encompasses two vehicles, including Grand Cherokee two-row, while the second is the larger Grand Cherokee L with three rows of seating. The former is more of a Ford Edge rival, while the latter is a Ford Explorer competitor. As such, a more apt comparison would be to pit Grand Cherokee sales against the Edge and Explorer combined.

Sales Numbers - Ford Edge & Explorer - Q4 2023 - USA

Doing so gives The Blue Oval 84,604 combined deliveries, leaving the Grand Cherokee in the dust.

The Ford Authority Take

Ford Explorer sales finally eked past the Toyota Highlander during Q4 2023, although that is largely in part due to the introduction of the Grand Highlander as a new competitor. The Grand Highlander ate into “regular” Highlander sales, meaning on an individual basis, both Toyota entries underperformed the Explorer; however, when combined, the Highlander family still dominates the mainstream large three-row crossover segment.

Additionally, the slight downturn in Ford Explorer sales is potentially the symptom of ongoing production issues that have plagued The Blue Oval for quite some time now, due to issues with the 360-degree rearview camera. Parts are starting to arrive, which should help the company move more of the SUV. Production of the Explorer slipped in September Chicago Assembly plant thanks to the now-resolved United Auto Workers strike that shut down the facility for weeks. Assembly shot up in November and again in December, demonstrating that The Blue Oval is able to keep up with demand for the crossover.

However, due to relatively thin inventory at the dealer level, FoMoCo has been stingy with its Explorer discount and incentive offers.

Initially expected to receive a midcycle update this year, the 2024 Ford Explorer will soldier on largely unchanged. Looking ahead, Bigger changes are in store for 2025, as the Explorer will receive some exterior styling updates, introducing the new Active trim, which will be available alongside the high-performance ST. Inside the cabin, the refreshed Explorer is set to be updated as well, boasting things like a larger standard touchscreen, as well as a revised center stack and dashboard.