The Ford F-150 has long represented one-half of America’s best-selling truck (and vehicle) – the F-Series – and as one might imagine, the light-duty pickup is popular with both retail and commercial customers alike. Regardless, the Ford F-150 isn’t considered to be part of the commercial-focused Ford Pro “core” vehicle lineup, which consists of models like the Super Duty, Transit, E-Series, medium-duty trucks, and stripped chassis models. Thus, it isn’t terribly surprising to learn that the majority of F-150 sales in 2024 went to retail shoppers.
According to Ford’s Q4 2024 earnings report, the Ford F-150 accounted for less than 20 percent of commercial Ford Pro sales, while over 80 percent went to the retail side of the business in the ICE-focused Ford Blue division. Ford doesn’t break out F-150 sales from the F-Series lineup, but if we go by data from JATO Dynamics – which previously revealed that Ford sold 460,915 units of that model in 2024 – that means retail consumers purchased roughly 370k F-150s last year, versus around 90k or so that went to commercial buyers. This isn’t terribly surprising, but it is worth noting that a larger mix of that model went to Pro customers than many others. In fact, only three other models had a higher mix in that regard – the Ford Explorer, Ford Expedition, and Ford Edge.
The Ford Edge is a particularly interesting case here, given the fact that it had a higher Ford Pro sales mix than any other Blue Oval model last year – a bit under 40 percent, compared to the 60 or so percent that went to retail consumers. This, despite the fact that the Edge was discontinued last year as the final example rolled off the assembly line at the Oakville Assembly plant in Canada back in May 2024.
On the opposite side of the spectrum lies models like the Ford Bronco, which accounted for less than one percent of the automaker’s Ford Pro sales in 2024, ranking it at the bottom of the pack in that regard. It’s unclear why the Ford Bronco isn’t terribly popular with commercial customers, but it clearly doesn’t have the same appeal as some of its retail counterparts – even when it comes to rental car companies, presumably.
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