Ford Authority

Ford F-Series Sales Fell 13 Percent During Q1 2024

Ford F-Series sales decreased in the United States while increasing in Mexico during the first quarter of 2024.

Ford F-Series Sales - Q1 2024 - United States

In the United States, Ford F-Series deliveries totaled 145,200 units in Q1 2024, a decrease of about 13 percent compared to 166,086 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
F-SERIES -12.58% 145,200 166,086

Ford F-Series Sales - Q1 2024 - Canada

In Canada, Ford F-Series deliveries totaled 25,328 units in Q1 2024, an increase of about 8 percent compared to 23,407 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
F-SERIES +8.21% 25,328 23,407

Ford F-Series Sales - Q1 2024 - Mexico

In Mexico, Ford F-Series deliveries totaled 2,823 units in Q1 2024, an increase of about 4 percent compared to 2,702 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
F-SERIES +4.48% 2,823 2,702

While Ford F-Series sales led again on an individual basis, they were outpaced by Chevy Silverado and GMC Sierra combined. Shown here is the refreshed 2024 Ford F-150 King Ranch SuperCrew.

Competitive Sales Comparison (USA)

Ford F-Series sales (see running Ford F-Series sales) maintained a lead in the full-size pickup segment when ranked by sales volume during Q1 2024 while posting a 13 percent slide to 145,200 units.

The Chevy Silverado (see running Chevy Silverado sales) took second with a two percent increase to 128,926 units. As such, Chevy Silverado sales this quarter actually narrowed the gap even more with the F-Series this time around. The Ram Pickup lineup placed third with a 15 percent dip to 89,417 units, while the GMC Sierra (see running GMC Sierra sales) took fourth with a two percent bump to 68,597 units.

The Toyota Tundra followed in fifth with a 31 percent swell to 36,215 units. The all-electric Ford F-150 Lightning (see running Ford F-150 Lightning sales) saw sales grow 80 percent for 7,743 deliveries, outselling the Nissan Titan, which posted a three percent increase to 4,145 units. The all-electric Rivian R1T moved 2,400 units, though sales were down 30 percent. The GMC Hummer EV Pickup (see running GMC Hummer EV Pickup sales) moved 1,668 units, and the new all-electric Chevy Silverado EV (see running Silverado EV sales) posted 1,061 deliveries. The most recent addition to the list, the Tesla Cybertruck, recorded 500 deliveries.

The F-150 Lightning beat all other EV entries combined.

Full-Size Pickup Truck Sales - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE Q1 23 SHARE
FORD F-SERIES -12.58% 145,200 166,086 30% 33%
CHEVROLET SILVERADO +1.52% 128,926 126,992 27% 25%
RAM RAM PICKUP -15.12% 89,417 105,350 18% 21%
GMC SIERRA +2.08% 68,597 67,198 14% 13%
TOYOTA TUNDRA +30.97% 36,215 27,651 7% 5%
FORD F-150 LIGHTNING +80.45% 7,743 4,291 2% 1%
NISSAN TITAN +2.65% 4,145 4,038 1% 1%
RIVIAN R1T -30.43% 2,400 3,450 0% 1%
GMC HUMMER EV PICKUP +82,885.07% 1,668 2 0% 0%
TESLA CYBERTRUCK * 500 * 0% 0%
TOTAL -3.80% 485,872 505,058

From a segment share standpoint, Ford F-Series sales earned a 30 percent share, down three percentage points year-over-year. The Silverado followed with a 27 percent segment share, up two percentage points, the Ram Pickup with an 18 percent share, down three percentage points, and the Sierra with a 14 percent segment share, up one percentage point. The Tundra posted a seven percent share, up two percentage points, while the Lightning held a two percent share, up one percentage point, and the Titan maintained a one percent share. The segment share of remaining EV models was nil.

Combining Chevy Silverado sales with the Silverado EV and GMC Sierra sales with the Hummer EV Pickup gave GM a solid 200,252 combined deliveries for a 41 percent segment share, outselling Ford by over 47K units. That secures The General again as the best-selling manufacturer of full-size pickups in America, accounting for more than two-fifths of all deliveries.

GM Full-Size Pickup Truck Sales - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE Q1 23 SHARE
CHEVROLET SILVERADO +1.52% 128,926 126,992 64% 65%
GMC SIERRA +2.08% 68,597 67,198 34% 35%
GMC HUMMER EV PICKUP +82,885.07% 1,668 2 1% 0%
TOTAL +3.12% 200,252 194,192

The Ford F-Series item includes the ICE-based Ford F-150 light-duty and Ford Super Duty heavy-duty trucks. Sales of those, along with the F-150 Lightning, gave The Blue Oval 152,943 combined deliveries and a cumulative 32 percent segment share.

Ford Full-Size Pickup Truck Sales - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE Q1 23 SHARE
FORD F-SERIES -12.58% 145,200 166,086 95% 97%
FORD F-150 LIGHTNING +80.45% 7,743 4,291 5% 3%
TOTAL -10.23% 152,943 170,377

For informational purposes, we provide Honda Ridgeline sales below, as the model straddles the midsize and full-size pickup truck segments. This quarter, it placed ahead of the F-150 Lightning.

Honda Ridgeline Sales - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23
RIDGELINE -12.56% 11,296 12,918

The full-size pickup segment slipped four percent to 482,972 units, meaning that Ford F-Series sales underperformed the segment average.

The Ford Authority Take

While Ford F-Series sales again outpaced that of the Chevy Silverado and GMC Sierra on an individual basis, GM models combined trounced F-Series deliveries, with the gap continuing to widen – this time by over 47K units. This includes EV models for both automakers.

Yet, on an individual basis, the F-Series still leads, and for 2023 the Ford F-Series retained the best-selling truck crown when counting sales of the F-150, Super Duty, and F-150 Lightning.

“Today, I am thrilled to share a milestone that fills all of us at Ford with immense pride,” wrote Robert Kaffl, director of U.S. sales. “In 2023, more than 700,000 customers chose a new Ford F-Series truck, making it the best-selling truck in the United States for the 47th consecutive year.”

About Ford F-150

This past September, the refreshed 2024 Ford F-150 debuted, featuring a new Pro Access Tailgate and standard EcoBoost. The range-topping Limited has now been replaced by the Platinum Plus, while the STX becomes its own trim level rather than an optional package, and each model receives its own unique styling updates and interior themes. The full 2024 F-150 trim level lineup, then, includes the base model XL along with STX, XLT, Lariat, and King Ranch, plus Platinum and the new range-topping Platinum Plus, joined by the off-road-focused Tremor and Raptor/Raptor R.

Powertrain-wise, the previously standard 3.3L V6 is gone, replaced by the turbocharged Ford 2.7L V6 EcoBoost across the lineup. In an effort to boost sales, the 3.5L V6 PowerBoost hybrid is now a no-cost option over the standard, twin-turbocharged 3.5L V6 EcoBoost, as well.

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. However, at least buyers wanting the hybrid V6 PowerBoost powertrain can now get it as a no-cost option over the base V6 EcoBoost.

Interestingly, the Ford F-150 Hybrid is among the top 20 cars priced below MSRP, while the average Ford F-150 payment was just under $950 in Q4 2023.

In spite of the multitude of automotive models offered in the market today, the Ford F-150 is still the most common vehicle on the road, accounting for 3.7 percent in the U.S., followed by the Chevy Silverado at 2.7 percent and the Toyota Camry at 2.4 percent.

Meanwhile, the Ford F-150 Raptor R made the American Council for an Energy-Efficient Economy’s (ACEEE) 2024 GreenerCars “meanest” list for being among the 12 worst performing mass-market models in regards to not only its fuel consumption but also its impact on the environment.

This past year, the Ford F-150 ranked 17th on the 2023 Made In America Index due to its total domestic content of 65 percent.

Ford F-150 Lightning Switchgear high-performance off-roading EV demonstrator

About Ford F-150 Lightning

For 2024, the Ford F-150 Lightning drops two configurations. Yet, it adds a new Flash trim level, sitting above the XLT trim, as an option that bundles tech upgrades and the extended range battery at a more reasonable price. On the other end of the spectrum, The Blue Oval debuted the Platinum Black trim, with the F-150 Lightning being the first production Ford truck to feature a matte wrap.

The 2024 Ford F-150 Lightning gains ActiveX seating for the Lariat trim, and the entire 2024 lineup gets a heat pump as standard, while dropping Active Park Assist 2.0.

At the beginning of the year, the Ford F-150 Lightning Switchgear debuted as new demonstrator, a performance off-roading EV pickup that channels the spirit of the Raptor that is another collaboration between RTR and Ford Performance.

Recently, the F-150 Lightning won 2023 Five-Year Cost to Own Award from Kelley Blue Book, while a new study from Vincentric found that the 2023 F-150 Lightning is projected to have cheaper operating costs than its ICE equivalent over five years as well.

The F-150 lightning won the 2024 AAA Car Guide Award, recognized as the best pickup truck on the market, specifically referring to the more luxurious Lariat trim, and won the 2024 Best Fleet Value Award from Vincentric.

About Ford Super Duty

A year ago September, the refreshed 2023 Ford Super Duty debuted featuring a new V8 and Pro Power Onboard along with fresh interior and exterior styling.

The 2024 Ford Super Duty arrives with a few small changes. One notable update is that 2024 Super Duty XL and XLT trim levels get Onboard Scales and Smart Hitch features. For 2023, the option was only available on the Lariat trim and up.

The Ford Super Duty was named the 2024 North American Truck of the Year (NATOY) in the North American Car, Utility and Truck of the Year (NACTOY) awards, beating out the Chevy Silverado EV and Chevy Colorado. The Blue Oval has won the truck award four years in a row.

The F-250 Super Duty was recognized by iSeeCars as among the longest-lasting vehicles, likely trucking on beyond the 250K mile mark, and unsurprisingly among the top vehicles in operation, as confirmed by Experian’s Q4 2023 Automotive Market Trends report.

  • All percent change figures compared to Ford F-Series sales in Q1 2023, unless otherwise noted
  • In the United States, there were 76 selling days for Q1 2024 and 75 selling days for Q1 2023
  • 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

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  1. Bruce Holberg

    Get rid of the wokesters in Ford’s management team and put a down to earth truck person in there asap. One who appreciates the ICE and can better relate to Ford customers.
    If the F-150 continues to sink like this it will take down the company as a whole.

  2. Charlie

    Thate’s what happen when prices get so so high

  3. Gary.virginia

    It has nothing to do with so called wokeness. Ford has done poorly in quality just look at the recalls.

  4. CWJ

    Ford needs to restyle the body on these pickups….its the oldest and dated looking pickup in the market..same doors i think will filt a 2013….they not spending money where they need to…ever time they announce a new 150…and all the drama…you bascially seen same pickup with just grille change and few pecks…Quailty needs to improve as well…

    1. G O PEE

      2015+. It normally goes every 10 years full redesign, and every 5 for mid mild so 2026 should be a total redesign. toyota doesnt do anything for around 10 years

  5. Robert Prahl

    Quality, QUALITY. The dealerships are running off customers. No ethics.

  6. Jim

    Wake UP Ford ! You can paint the pretty picture of the F-150 any way you like but the true fact is your quality stinks and everyone see`s it . What happened to QUALITY IS JOB # 1 ? You boys need to wake up before you loose your vaunted #1 position. Address your quality before it`s to late.

  7. Mf

    It’s obviously not any one single thing, but a host of issues.

    1) Pricing. This can’t be overlooked, MSRPs have gone up and the incentives aren’t there. You used to get 20% off MSRP and 0% for 72 months. Now you’re lucky to get under invoice.

    2) Availability. There’s hardly any inventory on the lots, and the vast majority of buyers don’t want to wait weeks for their truck to be built.

    3) Quality. It has been going downhill

    4) Offerings. Ford dramatically cut the way you can you your truck built. No power running boards on lariat. No v8 on platinum or KR. Not getting to make some pretty critical choices on a $70k plus truck is unacceptable.

    Ford has a great truck that is being massively hindered by poor product management.


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