Ford F-Series Sales Down Eight Percent During Q2 2024

Ford F-Series sales decreased in the United States but increased in Mexico during the second quarter of 2024.

Ford F-Series Sales - Q2 2024 - United States

In the United States, Ford F-Series deliveries totaled 191,561 units in Q2 2024, a decrease of about 8 percent compared to 208,050 units sold in Q2 2023.

In the first six months of the year, F-Series sales decreased about 10 percent to 336,761 units.

Ford F-Series Sales - Q2 2024 - Canada

In Canada, Ford F-Series deliveries totaled 31,819 units in Q2 2024.

In the first six months of the year, F-Series sales totaled 57,147 units.

Ford F-Series Sales - Q2 2024 - Mexico

In Mexico, Ford F-Series deliveries totaled 3,246 units in Q2 2024, an increase of about 30 percent compared to 2,489 units sold in Q2 2023.

In the first six months of the year, F-Series sales increased about 17 percent to 6,069 units.

Competitive Sales Comparison (USA)

Ford F-Series sales (see running Ford F-Series sales) maintained its ongoing lead in the full-size pickup segment when ranked by sales volume during Q2 2024, while posting an eight percent dip to 191,561 units.

The Chevy Silverado (see running Chevy Silverado sales), followed in second with a five percent uptick to 148,916 units, while the Ram Pickup lineup placed third with a 23 percent slip to 90,109 units, and the GMC Sierra (see running GMC Sierra sales) took fourth with a six percent bump to 80,188 units.

The Toyota Tundra followed in fifth with a 32 percent jump to 42,239 units. The newest model here, the all-electric Tesla Cybertruck, placed sixth with 8,000 deliveries. It outsold the oldest all-electric model here, the Ford F-150 Lightning (see running Ford F-150 Lightning sales), which saw sales grow 77 percent for 7,902 deliveries. However, it outsold the Nissan Titan, which posted a 38 percent drop to 4,064 units. The all-electric GMC Hummer EV Pickup (see running GMC Hummer EV Pickup sales) moved 2,929 units, while the all-electric Rivian R1T posted 2,212 deliveries as sales fell 49 percent, and the new all-electric Chevy Silverado EV (see running Silverado EV sales) moved 2,196 units.

Full-Size Pickup Truck Sales - Q2 2024 - USA

From a segment share standpoint, Ford F-Series sales earned a 33 percent share, down two percentage points year-over-year. The Silverado followed with a 26 percent segment share, up two percentage points, the Ram Pickup with a 16 percent share, down four 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 rest of the field each held a one percent segment share or less.

Combining sales of the Chevy Silverado, which includes full-size light-duty and heavy-duty pickup trucks, along with medium-duty trucks, with those of the Silverado EV, along with the GMC Sierra, which includes light-duty and heavy-duty pickup trucks, and the Hummer EV Pickup, again gave GM a solid 234,229 combined deliveries for a 41 percent segment share, outselling Ford by nearly 35K units. That again establishes The General as the best-selling manufacturer of full-size pickups in America, selling more than two out of every five full-size pickup trucks.

GM Full-Size Pickup Truck Sales - Q2 2024 - USA

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 199,463 combined deliveries and a cumulative 34 percent segment share.

Ford Full-Size Pickup Truck Sales - Q2 2024 - USA

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 all the electric models.

Honda Ridgeline Sales - Q2 2024 - USA

Sales of the full-size pickup segment slipped about two percent to 580,316 units in Q2 2024, meaning that Ford F-Series sales underperformed the segment average.

The Ford Authority Take

While Ford F-Series sales again beat that of the Chevy Silverado and GMC Sierra on an individual basis, as is usually the case, GM models combined continue to outsell The Blue Oval. Totals include EV models from both automakers.

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. Notably, the 2024 F-150 hybrid gets a clever upgrade for a smoother ride.

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.

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.

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.