Ford Authority

Ford Had Just Over 12 Percent Share Of Home Market In 2023

Ford has maintained its position as one of the most popular – and best-selling – automotive brands in the U.S. for a very long time now, and that trend continues to this day. In fact, even as automakers based in countries other than the U.S. continue to make the new vehicle market more and more competitive, Ford continues to stay at or near the top in terms of market share. That trend continued through the end of last year as well, according to Experian’s Q4 2023 State of the Automotive Finance Market report.

Experian Q4 2024 Automotive Brand Market Share Rankings

At the conclusion of 2023, Ford ranked third in terms of U.S. market share by accounting for 12.2 percent of all new vehicle registrations. That placed it behind its cross-town rival General Motors and its 16.7 percent market share, as well as Toyota, which closed out the year with a 14.8 percent share. Meanwhile, Ford did beat out the rest of its competition, including Stellantis, Honda, Nissan, Hyundai, Kia, Tesla, Subaru, Volkswagen, BMW, Mazda, Daimler, and Geely.

Interestingly, Ford has been a model of consistency in these rankings, having come in third place every single year dating back to 2019. As far as the top two spots go, GM has also held onto first place for the most part over the past five years, though it did briefly cede the pole position to Toyota back in 2021.

Ford started out 2023 on a strong note by ranking first in market share among all of these brands in the first quarter, however, though that trend was ultimately a short-lived one. Through the remainder of the year, The Blue Oval lost a bit of steam, but still managed to hold into the third spot in terms of market share as it posted a mere 0.8 percent sales increase in Q4.

We’ll have more insights like this to share soon, so be sure and subscribe to Ford Authority for 24/7 Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. Tigger

    I can remember when Ford and GM had two or three times their respective shares. How the mighty have fallen. Management should be ashamed and the boards of directors should be held accountable for being asleep.

    1. Davido49

      It’s called ALOT more players in the market now than 40yrs ago! It’s not necessarily mismanagement. Simply more brands/models to choose from. Ford Motor is doing a fine job w/ excellent product offering. #1 in trucks & vans. #1 in sports cars. #2 in EVs.

      1. FordCosworth

        Someone sees the forest through the trees

      2. Tigger

        I’m not talking about the last 40 years, I’m talking the past 20. There have always been players competing by and going on in the auto industry. The fact that market share is being eroded so fast by companies like Kia/Hyundai tells me GM and Ford dropped the ball.


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