Ford F-Series sales increased in the United States while decreasing in Mexico during the fourth quarter of 2023.
Ford F-Series Sales - Q4 2023 - United States
In the United States, Ford F-Series deliveries totaled 165,514 units in Q4 2023, a decrease of about 8 percent compared to 179,793 units sold in Q4 2022. Of these, Ford F-150 Lightning sales totaled 4,291 units.During the complete 2023 calendar year, F-Series sales increased about 14 percent to 726,624 units.
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| F-SERIES | -7.94% | 165,514 | 179,793 | +13.83% | 726,624 | 638,340 |
Ford F-Series Sales - Q4 2023 - Mexico
In Mexico, Ford F-Series deliveries totaled 4,142 units in Q4 2023, an increase of about 19 percent compared to 3,495 units sold in Q4 2022.During the complete 2023 calendar year, F-Series sales increased about 6 percent to 12,254 units.
| MODEL | Q4 2023 / Q4 2022 | Q4 2023 | Q4 2022 | YTD 2023 / YTD 2022 | YTD 2023 | YTD 2022 |
|---|---|---|---|---|---|---|
| F-SERIES | +18.51% | 4,142 | 3,495 | +5.74% | 12,254 | 11,589 |
Competitive Sales Comparison (USA)
Ford F-Series sales (see running F-Series sales) continued to lead in the full-size pickup segment in Q4 2023, despite an eight percent slide to 165,514 units last quarter.
The Chevrolet Silverado tailed F-Series sales in second (see running Silverado sales), increasing one percent to 143,390 deliveries. The Ram Pickup took third, up seven percent to to 112,486 units, followed by the GMC Sierra (see running Sierra sales) in fourth with a 10 percent uptick to 79,510 deliveries. The Toyota Tundra placed fifth, up nine percent to 32,497 units, while the Nissan Titan once again took sixth (and last) place, increasing 47 percent to 3,782 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 - Q4 2023 - USA
| MODEL | Q4 23 / Q4 22 | Q4 23 | Q4 22 | Q4 23 SHARE | Q4 22 SHARE | YTD 23 / YTD 22 | YTD 23 | YTD 22 |
|---|---|---|---|---|---|---|---|---|
| FORD F-SERIES | -7.94% | 165,514 | 179,793 | 31% | 34% | +13.83% | 726,624 | 638,340 |
| CHEVROLET SILVERADO | +1.04% | 143,390 | 141,912 | 27% | 27% | +6.10% | 555,148 | 523,249 |
| RAM RAM PICKUP | +6.87% | 112,486 | 105,255 | 21% | 20% | -5.00% | 444,926 | 468,344 |
| GMC SIERRA | +9.80% | 79,510 | 72,415 | 15% | 14% | +22.45% | 295,737 | 241,522 |
| TOYOTA TUNDRA | +9.32% | 32,497 | 29,727 | 6% | 6% | +20.09% | 125,185 | 104,246 |
| NISSAN TITAN | +46.82% | 3,782 | 2,576 | 1% | 0% | +27.39% | 19,189 | 15,063 |
| TOTAL | +1.03% | 537,179 | 531,678 | +8.84% | 2,166,809 | 1,990,764 |
From a segment share standpoint, Ford F-Series sales accounted for 31 percent share, down three percentage points. The Silverado held steady at 27 percent share, while the Ram earned 21 percent share, up one percentage point. The Silverado’s corporate cousin, the Sierra, gathered a segment share of 15 percent, up one percentage point, while the Tundra maintained six percent year-over-year. Finally, the Titan’s share accounted for one percent, up one percentage point.
The full-size pickup truck segment expanded one percent to 537,179 units during Q4 2023, meaning that F-Series sales slightly underperformed the segment average.
It’s worth noting that adding up Q4 2023 sales of General Motors’ two trucks – the Silverado and Sierra – results in 222,990 combined deliveries, knocking The Blue Oval off the top spot by a significant 57,476 units and earning 41 percent segment share.
Sales Numbers - GM Full-Size Mainstream Pickup Trucks - Q4 2023 - USA
| MODEL | Q4 23 / Q4 22 | Q4 23 | Q4 22 | YTD 23 / YTD 22 | YTD 23 | YTD 22 |
|---|---|---|---|---|---|---|
| CHEVROLET SILVERADO | +1.04% | 143,390 | 141,912 | +6.10% | 555,148 | 523,249 |
| GMC SIERRA | +9.80% | 79,510 | 72,415 | +22.45% | 295,737 | 241,522 |
| TOTAL | +4.00% | 222,900 | 214,327 | +11.26% | 850,885 | 764,771 |
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 - Q4 2023 - USA
| MODEL | Q4 23 / Q4 22 | Q4 23 | Q4 22 | YTD 23 / YTD 22 | YTD 23 | YTD 22 |
|---|---|---|---|---|---|---|
| RIDGELINE | +18.98% | 12,433 | 10,450 | +21.61% | 52,001 | 42,762 |
The Ford Authority Take
While Ford F-Series sales continued to outpace that of the Silverado and Sierra on an individual basis, it’s impossible to ignore the fact that GM models combined left Ford F-Series sales in the dust. 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.
Even so, on an individual basis, the extremely popular Ford F-150 and Ford Super Duty pickups maintained their position as the dominant force on the full-size mainstream pickup segment, the result of sustained high demand and increased production of the popular vehicles. This is largely driven by increased interest in the all-new Super Duty, which earned the 2024 North American Truck Of The Year (NATOY) award, solidifying its status as a highly desirable pickup.
Ford Super Duty sales in 2023 were impacted by two major events: production downtime related to the redesigned truck, and the UAW strike. Nothing remotely similar is on the horizon in 2024, which means sales this year will almost certainly improve on last year’s figure.
- All percent change figures compared to Ford F-Series sales in Q4 2023, unless otherwise noted
- In the United States, there were 78 selling days in Q4 2023 and 76 selling days in Q4 2022
- Ford F-Series sales include:
- Ford F-150 and variants, including battery electric F-150 Lightning
- Ford F-Series Super Duty models, including:
- Ford F-250 Super Duty and variants
- Ford F-350 Super Duty and variants
- Ford F-450 Super Duty and variants
- Ford F-550 Super Duty and variants
- Ford F-Series Chassis Cab
- Ford F-650 and F-750 are not included in these sales, as Ford records their sales separately as Ford Heavy Trucks sales
- Ram Pickup sales include:
- Ram 1500 pickup and variants
- Ram 2500 pickup and variants
- Ram 3500 pickup and variants
- Ram Chassis Cab
- Chevrolet Silverado sales include:
- Chevrolet Silverado 1500 and variants
- Chevrolet Silverado Heavy Duty models, including:
- Chevrolet Silverado 2500 HD and variants
- Chevrolet Silverado 3500 HD and variants
- Chevrolet Silverado Heavy Duty Chassis Cab
- Chevrolet Silverado Medium Duty Chassis Cab
- GMC Sierra sales include:
- GMC Sierra 1500, Sierra Denali 1500 and variants
- GMC Sierra Heavy Duty models, including:
- GMC Sierra 2500HD, GMC Sierra 2500HD Denali and variants
- GMC Sierra 3500HD, GMC Sierra 3500HD Denali and variants
- GMC Sierra HD Chassis Cab
- Toyota Tundra sales include:
- Toyota Tundra and variants
- Nissan Titan sales include:
- Nissan Titan and variants
- Nissan Titan XD and variants
Comments
It’s obvious the gm twins are superior.
Ford has the oldest and dated looking styling of all the contenders…GM and Ram….time for a complete restyle…fresh look…and get away from the slab sided truck to a new direction…doors off a 2013 will probably fit the 2024…..
The only truck that has that capability is the Ram 1500 quad cab(4th gen and 5th gen are the same cab structure) and all of the Ram HDs(same trucks and cab since 2011). In 2015 the B
pillar was moved on the F150. So the cabs are not the same . You my be able to get a 2015 door on a 2023 cab but I doubt it will line up.