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Ford Explorer Sales Place First In Segment During Q1 2024

Ford Explorer sales were essentially flat in the United States but decreased in Mexico and Colombia during the first quarter of 2024.

Ford Explorer Sales - Q1 2024 - United States

In the United States, Ford Explorer deliveries totaled 58,465 units in Q1 2024, an increase of about 1 percent compared to 58,061 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
EXPLORER +0.70% 58,465 58,061

Ford Explorer Sales - Q1 2024 - Canada

In Canada, Ford Explorer deliveries totaled 2,400 units in Q1 2024, an increase of about 1 percent compared to 2,386 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
EXPLORER +0.59% 2,400 2,386

Ford Explorer Sales - Q1 2024 - Mexico

In Mexico, Ford Explorer deliveries totaled 276 units in Q1 2024, a decrease of about 24 percent compared to 365 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
EXPLORER -24.38% 276 365

Ford Explorer Sales - Q1 2024 - Colombia

In Colombia, Ford Explorer deliveries totaled 149 units in Q1 2024, a decrease of about 8 percent compared to 162 units sold in Q1 2023.
MODEL Q1 2024 / Q1 2023 Q1 2024 Q1 2023
EXPLORER -8.02% 149 162

Sales of the Ford Explorer three-row crossover, shown here, were essentially flat but outpaced all others.

Competitive Sales Comparison (USA)

During Q1 2024, Ford Explorer sales (see running Ford Explorer sales) were nearly flat, rising just 0.7 percent to 58,465, while leading the mainstream large three-row crossover segment when ranked by sales volume.

The Toyota Highlander followed in second place as sales dropped 42 percent to 32,033 units, and the Honda Pilot took third with a 22 percent bump to 30,051 units.

The next four models were all within 400 or so deliveries of each other, all posting around 25K deliveries to reveal how competitive this segment is. The Kia Telluride placed fourth with a six percent slip to 25,578 sales, the Volkswagen Atlas swelled 38 percent to 25,326 units for fifth, the Hyundai Palisade was up 29 percent for 25,255 deliveries to take sixth, and the Toyota Grand Highlander moved 25,136 units for seventh place.

Meanwhile, the Nissan Pathfinder followed in eighth with a 20 percent slide to 19,012 units, while crosstown rival Chevy Traverse (see running Chevy Traverse sales), placing ninth, saw sales drop 45 percent to 17,475 sales, and crosstown rival Dodge Durango, taking tenth, posted a 13 percent dip to 15,129 units. All remaining three contenders each posted less than 13K deliveries.

Sales Numbers - Mainstream Large Three-Row Crossovers - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23 Q1 24 SHARE Q1 23 SHARE
FORD EXPLORER +0.70% 58,465 58,061 20% 20%
TOYOTA HIGHLANDER -42.12% 32,033 55,344 11% 19%
HONDA PILOT +21.64% 30,051 24,704 10% 8%
KIA TELLURIDE -5.93% 25,578 27,190 9% 9%
VOLKSWAGEN ATLAS +38.31% 25,326 18,311 9% 6%
HYUNDAI PALISADE +28.84% 25,255 19,602 9% 7%
TOYOTA GRAND HIGHLANDER * 25,136 * 8% 0%
NISSAN PATHFINDER -20.02% 19,012 23,770 6% 8%
CHEVROLET TRAVERSE -44.58% 17,475 31,533 6% 11%
DODGE DURANGO -13.39% 15,129 17,467 5% 6%
SUBARU ASCENT -14.20% 12,683 14,782 4% 5%
MAZDA CX-90 +3,378.75% 9,984 287 3% 0%
MAZDA CX-9 -99.95% 3 6,666 0% 2%
TOTAL -0.53% 296,130 297,717

In terms of segment share, Ford Explorer sales maintained a 20 percent share, accounting for a fifth of all deliveries in this space. The Highlander earned a 11 percent segment share, down eight percentage points year-over-year, followed by the Pilot with a 10 percent share, up two percentage points. The Telluride, Atlas, and Palisade each posted a nine percent share, with the Telluride maintaining, the Atlas up three percentage points, and the Palisade up two percentage points. Meanwhile, the Grand Highlander earned an eight percent share. The Nissan Pathfinder and Traverse both posted a six percent share, down two and five percentage points, respectively, while the Durango held a four percent share, down one percentage point. The other entries earned a four percent share or less individually.

Sales of mainstream large three-row crossovers were essentially flat for 296,130 deliveries during Q1 2024, meaning Ford Explorer sales nearly matched the segment average.

Sales Numbers - Toyota Highlander & Grand Higlander - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23
TOYOTA HIGHLANDER -42.12% 32,033 55,344
TOYOTA GRAND HIGHLANDER * 25,136 *
TOTAL +3.30% 57,169 55,344

Combining sales of Toyota’s three-row Grand Highlander along with the two-row Highlander, shows 57,169 deliveries for a 19 percent segment share. This is important since most of the Highlander’s lost sales now likely just go to its new, bigger sibling, the Grand Highlander. Nevertheless, Ford still outsold Toyota by 1,296 deliveries.

Sales Numbers - Hyundai Palisade & Kia Telluride - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23
HYUNDAI PALISADE +28.84% 25,255 19,602
KIA TELLURIDE -5.93% 25,578 27,190
TOTAL +8.64% 50,833 46,792

Even sales of the Hyundai Palisade and Kia Telluride combined could not outdo the Explorer, with 50,833 cumulative deliveries and an 18 segment share, meaning Ford outpaced Hyundai-Kia by nearly 8K units.

For informational and comparative purposes, we also provide sales figures for midsize crossovers that overlap with large crossovers like the Ford Explorer – either in price, seating capacity, or both. Despite the fact that these models are physically smaller than the Explorer and its direct rivals, they are often cross-shopped. These overlapping vehicles include:

  • Midsize crossovers that offer three rows of seating, such as the GMC Acadia (see running GMC Acadia sales), Kia Sorento, and Mitsubishi Outlander
  • Midsize crossovers with two rows of seating sold at a similar price point to the Explorer, including the Ford Edge (see running Ford Edge sales), Chevy Blazer (see running Chevy Blazer sales), Hyundai Santa Fe, and Nissan Murano
  • Nameplates that represent both two-row and three-row models, such as the new Jeep Grand Cherokee family

Sales Numbers - Overlapping Crossover Sales - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23
JEEP GRAND CHEROKEE -0.09% 54,455 54,502
FORD EDGE +73.34% 35,157 20,282
HYUNDAI SANTA FE -8.53% 26,094 28,526
KIA SORENTO +10.30% 22,244 20,166
CHEVROLET BLAZER +8.73% 16,595 15,263
MITSUBISHI OUTLANDER +41.08% 13,846 9,814
GMC ACADIA -51.87% 7,674 15,945
NISSAN MURANO -62.02% 4,726 12,444

Even here, the Explorer reigned supreme to outsell the Jeep Grand Cherokee 54,455 deliveries by over 4K units, which includes the two-row Grand Cherokee and extended-length, three-row Grand Cherokee L.

Sales Numbers - Ford Edge & Explorer - Q1 2024 - USA

MODEL Q1 24 / Q1 23 Q1 24 Q1 23
FORD EXPLORER +0.70% 58,465 58,061
FORD EDGE +73.34% 35,157 20,282
TOTAL +19.50% 93,622 78,343

Jeep’s two-row variant is more of a Ford Edge rival, while the three-row one is a Ford Explorer competitor. As such, a more apt comparison would be to pit Grand Cherokee sales against Edge and Explorer combined 93,622 deliveries, with Ford vastly outselling Jeep by over 39K units.

The Ford Authority Take

Ford Explorer sales, while essentially flat to start out the year, outpaced Toyota and Jeep, even when combining their two-row and three-row models. The refreshed 2025 Ford Explorer, which debuted earlier this year, will likely boost sales even more going forward.

Refreshed 2025 Ford Explorer in the range-topping Platinum trim

About Ford Explorer

For 2024, the Ford Explorer drops the 3.3L V6 Hybrid engine option along with the related Limited Hybrid and Platinum Hybrid trim levels. Otherwise, the 2024 Explorer carries over essentially unchanged. Production began of the 2024 Ford Explorer began at Chicago Assembly plant on January 2nd.

Refreshed 2025 Ford Explorer in the range-topping Platinum trim

Recently the 2025 Ford Explorer debuted with new tech and a redesigned interior. It is available in the Active, Platinum, ST-Line, and ST trim levels with a slightly different look on the outside thanks to a few minor styling updates. For 2025, BlueCruise is available on the Explorer for the first time ever, available on Platinum, ST-Line, and ST trims. Additionally, the 2025 Explorer is the first Ford-branded vehicle to get the new Ford Digital Experience software, which was developed in conjunction with Google. It runs on a larger 13.2-inch infotainment screen, which is coupled with a 12.3-inch digital instrument cluster.

Two powertrain choices are available on the 2025 Explorer, with the turbocharged 2.3L I-4 EcoBoost offered as standard on Active, Platinum, and ST-Line trims, and the twin-turbocharged 3.0L V6 EcoBoost offered as standard on ST and optional on Platinum. Output remains the same, with the V6 producing 400 horsepower and 415 pound-feet of torque. Both engines are mated to the 10-speed automatic transmission, and all four trims come standard with rear-wheel-drive, with all-wheel-drive available as an option.

Production of the 2025 Ford Explorer kicks off this May.

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