Ford SUV sales, comprised of the Ford Bronco midsize SUV, which includes both the two-door and four-door variants, and Ford Expedition full-size SUV, which includes the extended-length Ford Expedition Max variant, decreased 39 percent to 31,166 units in the United States during the fourth quarter of 2023.
Bronco sales fell more than Expedition sales during Q4 2023, with deliveries within about 2.8K units of each other. The Bronco saw sales drop 53 percent to 14,197 while the Expedition posted a sales dip of 17 percent for 16,969 deliveries.
Sales Numbers - Ford SUVs - 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 BRONCO | -53.71% | 14,197 | 30,670 | 46% | 60% | -9.73% | 105,665 | 117,057 |
| FORD EXPEDITION | -16.82% | 16,969 | 20,400 | 54% | 40% | +18.37% | 73,396 | 62,007 |
| TOTAL | -38.97% | 31,166 | 51,070 | 0.00% | 179,061 | 179,064 |
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 - 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 EXPLORER | -5.37% | 48,667 | 51,430 | 25% | 28% | -10.05% | 186,799 | 207,673 |
| FORD ESCAPE | +33.13% | 37,355 | 28,059 | 19% | 15% | +2.62% | 140,968 | 137,370 |
| FORD EDGE | +98.39% | 35,397 | 17,842 | 18% | 10% | +24.14% | 106,098 | 85,465 |
| FORD BRONCO SPORT | +58.91% | 31,101 | 19,571 | 16% | 11% | +28.06% | 127,476 | 99,547 |
| FORD EXPEDITION | -16.82% | 16,969 | 20,400 | 9% | 11% | +18.37% | 73,396 | 62,007 |
| FORD BRONCO | -53.71% | 14,197 | 30,670 | 7% | 17% | -9.73% | 105,665 | 117,057 |
| FORD MUSTANG MACH-E | +4.57% | 11,889 | 11,369 | 6% | 6% | +3.33% | 40,771 | 39,458 |
| FORD ECOSPORT | -100.00% | 0 | 3,007 | 0% | 2% | -91.41% | 2,508 | 29,193 |
| TOTAL | +7.25% | 195,575 | 182,348 | +0.76% | 783,681 | 777,770 |
Overall Ford utility sales posted a seven percent increase to 195,575 units during Q4 2023. Like the Expedition and the Bronco, the Explorer also saw sales slip though it led Ford utility sales with the most deliveries. Ford SUVs only placed above all-electric Ford Mustang Mach-E while the discontinued Ford EcoSport recorded no sales during Q4 2023. The Bronco was outsold by its crossover counterpart, the Ford Bronco Sport, by nearly two-to-one, followed by the Expedition.
Overall Ford utility sales posted a seven percent increase to 195,575 units during Q4 2023.
The Ford Authority Take
Ford SUV sales did not fare well during the fourth quarter of 2023, while they held steady during Q3 2023. However, FoMoCo overall utility sales were up.
Ford Bronco sales took a nosedive during Q4 2023, falling to last place in a very small segment, with deliveries at less than half of its nearest competitor. That would be the Jeep Wrangler, which itself got bumped from the top by the Toyota 4Runner.
The UAW’s targeted strike this past September against FoMoCo at the Michigan Assembly plant, which builds the Bronco and Ford Ranger, could be a contributing factor to Bronco sales by limiting available inventory at dealer lots. Only a handful of units rolled off the production line during October, though production rebounded in November and increased in December.
Furthermore, reservations for some of the 2023 model year were restricted to existing reservation or order holders. Meanwhile, order banks for the 2024 Bronco opened up this past August, allowing customers access to the latest iteration of the rugged pony. However, the 2024 model has already been hit by ongoing supply chain constraints.
Meanwhile, Ford Expedition sales fell during Q4 2023, which may be attributed to ongoing supply chain issues, which have continuously made production of the full-size SUV difficult for FoMoCo, on top of the UAW strike negatively affecting Expedition production at the Ford Kentucky Truck plant. Yet, production of the Expedition rebounded in November only to decline again in December.
Another factor potentially impacting Expedition sales could be due to buyers simply desiring GM’s offerings more, especially with twice as many models to choose from.
The 2024 Ford Expedition arrives with several changes as well.
The upcoming 2025 Ford Expedition stands to offer a handful of changes for the soon-to-be-refreshed SUV, including a possible 24-inch wheel option, redesigned taillights, and some Range Rover-like styling aesthetics, coupled with a potential Timberline sighting and some interior revisions.
Most recently, Ford Authority spotted the 2025 Expedition interior for the very first time, revealing a coast-to-coast display like that found in the all-new 2024 Lincoln Nautilus.
- All percent change figures compared to Ford SUV sales for Q4 2022, unless otherwise noted
- In the United States, there were 78 selling days for Q4 2023 and 78 selling days for Q4 2022
Comments
Ford, how about designing an exciting new sedan. Consumers are tired of the same old body SUVs
Ford doesn’t want to build what consumers want. They want to build what THEY want consumers to buy.