Ford brand sales in the United States increased 7.5 percent to 500,367 units during the fourth quarter of 2024.
Individual model sales performance was as follows:
MODEL | Q4 2024 / Q4 2023 | Q4 2024 | Q4 2023 | YTD 2024 / YTD 2023 | YTD 2024 | YTD 2023 |
---|---|---|---|---|---|---|
BRONCO | +126.98% | 32,224 | 14,197 | +3.32% | 109,172 | 105,665 |
BRONCO SPORT | -2.43% | 30,344 | 31,101 | -2.18% | 124,701 | 127,476 |
E-SERIES | -9.02% | 11,331 | 12,455 | -5.07% | 40,778 | 42,957 |
E-TRANSIT | +56.51% | 3,354 | 2,143 | +64.36% | 12,610 | 7,672 |
EDGE | -85.81% | 5,024 | 35,397 | -37.38% | 66,436 | 106,098 |
ESCAPE | -2.60% | 36,383 | 37,355 | +4.18% | 146,859 | 140,968 |
EXPEDITION | +17.34% | 19,911 | 16,969 | +6.32% | 78,035 | 73,396 |
EXPLORER | -2.82% | 47,295 | 48,667 | +3.91% | 194,094 | 186,799 |
F-150 LIGHTNING | -10.10% | 10,703 | 11,905 | +38.67% | 33,510 | 24,165 |
F-SERIES | +23.32% | 204,111 | 165,514 | +0.76% | 732,139 | 726,624 |
HEAVY TRUCKS | -3.16% | 3,275 | 3,382 | -6.23% | 13,671 | 14,580 |
MAVERICK | -19.84% | 22,146 | 27,628 | +39.43% | 131,142 | 94,058 |
MUSTANG | -43.43% | 7,518 | 13,290 | -9.47% | 44,003 | 48,605 |
MUSTANG MACH-E | +35.58% | 16,119 | 11,889 | +26.92% | 51,745 | 40,771 |
RANGER | +1,768.35% | 15,526 | 831 | +42.90% | 46,205 | 32,334 |
TRANSIT | +21.83% | 35,103 | 28,814 | +15.49% | 140,128 | 121,337 |
TRANSIT CONNECT | -100.00% | 0 | 3,926 | -51.35% | 8,781 | 18,050 |
FORD TOTAL | +7.50% | 500,367 | 465,463 | +3.13% | 1,974,009 | 1,914,094 |
Of the 17 Ford brand nameplates listed here, seven were in the green, while ten were in the red during Q4 2024.
At a whopping 1,768 percent increase, the Ranger posted the biggest gain during the quarter, as the midsize pickup truck – all-new for the 2024 model year – is now on the tail end of a generational changeover. Its platform mate, the Bronco, saw the second-highest increase of 127 percent, followed by the E-Transit (up 56 percent) and the Mustang Mach-E (up 35 percent). The 23 percent increase in F-Series sales and the 17 percent uptick in Expedition sales is also great news for The Blue Oval given the substantial sales volume of the F-Series and high levels of profitability of the Expedition.
On the red side of the spectrum, the Mustang saw the biggest drop of 43 percent, followed by a 20 percent drop for the Maverick and a 10 percent drop for the F-150 Lightning. We attribute the drop in Maverick sales to subpar availability of the compact pickup ahead of the refresh. In fact, some may be holding off on buying a Maverick in order to purchase the updated 2025 model. Whatever the case may be, we fully expect Maverick sales to rebound during the first half of 2025.
However, the drop in Mustang sales is certainly concerning. The pony car – the only model in its direct segment with a combustion engine following the discontinuation of the Chevy Camaro and Challenger – was just overhauled for the 2024 model year, and has fully gone through the generational inventory dip and replenishment cycle. Therefore, it may very well be that the new Mustang is not resonating in the marketplace.
It offers more power and better efficiency versus the non-hybrid.
A way to quickly tighten a vehicle's turning radius.
Dealers will replace the faulty parts.
Those numbers continue to dwindle.
Existing models will be updated in the meantime.