Ford Q2 Sales Surge, Outpacing Industry by 7X

Ford knocked it out of the park in the second quarter. In fact, people are still looking for the ball out in the parking lot.

Our U.S. sales increased about seven times the rate of the overall industry, and we expanded our market share to 14.2%, up about 1.7 percentage points versus the first quarter. What’s more, Ford brand sales beat the Toyota brand for the second quarter and for the first half of the year, making us the No.1-selling brand in America for both periods of time.

How did we do it?

Ford’s “From America for America” employee-pricing program was a huge success. It resonates so well with customers because it’s such a simple message—everyone pays what we pay. It takes price negotiations, which few people enjoy, off the table and allows the customer to focus on the best vehicle for their needs.

We fully leveraged our competitive advantage in trucks — with the broadest lineup of gas, diesel, hybrid, and electric powertrains — to sell a total of 288,564 Ford pickups in the second quarter, up 15.1% over last year. Our pickup truck sales (including F-Series, Maverick, and Ranger) surpassed General Motors (including their Silverado, Sierra, Colorado, Canyon, and Hummer electric pickup) in both the second quarter and the first half of the year making us America’s best-selling pickup manufacturer.  

F-Series sales increased 11.5% in the second quarter.

Breaking it down, F-Series sales climbed 11.5% with 222,459 trucks sold, our best second quarter performance since 2019. F-Series maintained its position as America’s best-selling truck for the first half of the year, expanding its lead over Silverado to almost 130,000 trucks. (Just for perspective, last year at this time, we led Silverado by just 77,000 trucks.) Maverick sales were up 26.3% with 48,041 trucks sold, posting a record sales quarter, and we also saw a nice sales rebound from Ranger, with sales up 36.3%, supported by sales of the new Ranger Raptor.

Ford achieved record electrified vehicle sales in the first half of the year, up 14.7%, outselling GM and Stellantis combined. We sold a total of 156,509 electrified vehicles (hybrid and electric vehicles combined). The reason I point this out is because GM really doesn’t have any hybrids to speak of, and our other quasi-domestic competitor has very little to offer in the way of electric vehicles or hybrids. 

Maverick hybrid is America’s best-selling hybrid pickup truck.

Ford’s hybrid vehicle sales rose double-digits in the first half of the year with 117,521 vehicles sold. Maverick hybrid remained America’s best-selling hybrid pickup, and F-150 hybrid led the industry in full-size hybrid pickup sales. Sales of our electric vehicles—Mustang Mach-E, F-150 Lightning, and E-Transit—totaled 38,988 for the first half of the year. And while the number is down, much of that decline has to do with the changeover to the 2025 model year for F-150 Lightning and Mustang Mach-E and the limited availability of salable inventory. We expect electric vehicle sales to get back on track as we get into the second half of the year and availability improves. 

Expedition outsold the Chevrolet Tahoe in the second quarter.

Moving on to SUVs, I love, love, love the performance of the Ford Expedition and Lincoln Navigator. Both vehicles helped improve our sales and enhance our overall profitability. Expedition sales were up 43.9% with 31,293 SUVs sold, marking the vehicle’s best second quarter in 20 years and outselling Chevrolet’s Tahoe, which is a significant accomplishment. Navigator sales were up 115% with 7,355 vehicles sold, it’s strongest second quarter in 21 years. The execution on both vehicles is phenomenal. It’s really gratifying to see customers acknowledging these new SUVs with purchases.  

Bronco and Bronco Sport delivered record sales in the second quarter.

Bronco just screams American, and in the second quarter, we found out why it is not only “from America but for America.” The vehicle posted its best quarter performance since it debuted in 2021, with sales up 51.3% with 39,468 SUVs sold. Bronco Sport also had its best quarter ever with sales up 38.6% with 39,075 vehicles sold. Bronco and Bronco Sport combined delivered record sales, up 44.7% with 78,543 SUVs sold.

Interesting to note, our off-road performance vehicles, like Raptor, Tremor, Timberline, FX4, and our Bronco family now account for 20.9% of Ford’s U.S. mix in the second quarter, up 3.3 percentage points over last year. Combined vehicle sales were up 36% in the second quarter. 

Lincoln had its best second quarter since 2007. Navigator sales were up 115%.

Lincoln had its best second quarter in 18 years, with sales up 31% with 31,332 vehicles sold. I mentioned Navigator sales earlier (up 115%), but Lincoln sales were up across the board. Nautilus posted a record second quarter, with sales up 19.3%, outperforming both its own prior Q2 sales and those of its predecessor, the Lincoln MKX. Lincoln has never posted second quarter sales this high in the mid-size premium SUV segment. Corsair sales were up 4.5%, and Aviator sales were up 28%. All contributed to the luxury brand’s huge momentum in the second quarter. 

BlueCruise surpassed six million cumulative hours at the end of the second quarter.

BlueCruise, Ford’s hands-free highway driving assistance system, surpassed six million cumulative hours at the end of the second quarter, with versions 1.4 and 1.5 now shipping on 2025 vehicles. My Eruption Green Mustang Mach-E has BlueCruise, and it’s quite the experience. You just set it up, and it will change lanes for you and change back. It takes a lot of the driving stress out of your hands, especially on long trips with a lot of highways to cover.   

Ford Pro Intelligence paid software subscriptions grew more than 20% year over year in the second quarter with over 750,000 active subscriptions today.

The second quarter was simply phenomenal! The success of the products and programs we had in place produced a sales performance that we just don’t see all the time. So many new records and tremendous share growth. It was just that good. We are going to have to work even harder to produce in the third quarter. It all kicks off with July.

Have a great Fourth of July everyone! I will look forward to talking to you next month.