Ford Truck Sales Down Nine Percent, Though Maverick And F-150 Lightning Shine During Q4 2023

Ford truck sales, which include the Ford Maverick , Ford Ranger, and Ford F-Series lineup – F-150, all-electric F-150 Lighting, and Super Duty – posted a nine percent decrease to 193,973 units during Q4 2023.

Only the Maverick saw sales in the green.

Sales Numbers - Ford Pickups - Q4 2023 - USA

The popular Maverick compact pickup outsold its bigger siblings, posting a 22 percent bump in sales to 27,628 units, while the Ranger midsize pickup saw sales drop 92 percent for just 831 deliveries, and F-Series sales slipped eight percent to 165,514 units.

Sales Numbers - Ford F-150 Lightning - Q4 2023 - USA

Within the F-Series lineup, the F-150 Lightning posted a positive sales gain of 74 percent for 11,905 deliveries.

The Ford Authority Take

Without a surprise, the breadwinner for The Blue Oval is its F-Series line of full-size pickup trucks. However, sales were down a bit while still accounting for 85 percent of all truck sales for the automaker.

This past September, the refreshed 2024 Ford F-150 debuted, featuring a new Pro Access Tailgate and standard EcoBoost. In February, 2024 Ford F-150 pickups began shipping to dealers.

The refresh may keep customers coming, but pricing reveals that the lineup gets more expensive, with the King Ranch being the worst offender, as it’s $10,505 more than the outgoing 2023 model. That is a steep increase that could hurt sales, especially for a trim level that should be one of the biggest moneymakers in the lineup. At least buyers wanting the hybrid V6 PowerBoost powertrain can now get it as a no-cost option over the base V6 EcoBoost.

The Ranger, too, saw sales decline, but this time precipitously to move less than 900 units, down from nearly 11K a year ago. We attribute that to a generational changeover to an all-new model and the associated ramp in production and shipping, in addition to FoMoCo prioritizing Ford Bronco production over the Ranger at the Michigan Assembly plant, which builds both models.

This follows the UAW’s targeted strike this past September against FoMoCo at that plant, which impacted inventory as well. Consequently, 2024 Ford Ranger production was down sharply that same month, and had already been severely constrained the month before due to supply chain issues.

This past May, the all-new 2024 Ford Ranger debuted with all-new tech and a 2.7L V6 EcoBoost. The 2024 Ranger also debuts the high-performance Ranger Raptor, powered by the twin-turbocharged Ford 3.0L V6 EcoBoost, which will be sold in the U.S. for the very first time after existing in international markets for years now.

The big news here is the compact pickup that continues to win accolades from all corners, posting the only positive sales growth for The Blue Oval during Q4 2023. The Ford Maverick accounted for 14 percent of all sales this time around, outselling the bigger Ranger. Clearly, with the Maverick, FoMoCo has a hit on its hands.

Better yet, a refreshed 2025 Ford Maverick is forthcoming, along with more variants on the way., including a street performance-focused version in the works that will feature new wheels, plus an updated interior with a bigger touchscreen.