Bronco 2024 annual sales beats 2023, helps Ford US retail sales grow double the industry pace in 2024

[Administrator]

Bronco sales totaled 109,172 units in 2024, up 3.3% over 2023 total annual sales. Q4 2024 Bronco sales were strong at 32,224 units, outpacing Q4 2023 sales by 127%.


Press Release:

Ford U.S. Retail Sales Grow at Double the Industry Pace in 2024, Led by Trucks, Hybrids, Electric Vehicles and Lincoln

• Ford Motor Company U.S. retail sales gain 17% in Q4, driving full-year 2024 retail gains of 6% - twice the rate of the estimated overall retail industry
• Total Ford electrified vehicle sales (hybrid, plug-in hybrid and electric) hit a record 285,291 this year – up 38%, outselling GM and Stellantis’ electrified vehicles for the full year
• Ford No. 1 in hybrid trucks with an estimated 76% segment share and No. 2 U.S. electric vehicle brand
• F-Series remains America’s best-selling truck for 48th straight year
• Lincoln delivers best annual retail sales in 17 years
• Ford Pro Intelligence software platform subscriptions, based on end-of-quarter estimates, up about 27% year-over-year

DEARBORN, Mich., Jan. 3, 2024 – The Ford Motor Company strategy of offering customers a variety of powertrains and vehicle types helped Ford grow retail sales 6% in 2024, double the estimated rate of the broader industry. Fourth quarter retail sales growth was even stronger at 17%, led by a 25% retail gain in F-Series.

The Ford F-Series best illustrates the company’s Freedom of Choice strategy with gas, diesel, hybrid and electric models. All of these F-Series versions saw year-over-year sales growth in the final month of 2024. No other truck manufacturer in the industry offers customers this choice of powertrains.Total F-Series Q4 sales were up 21% to end the year as America’s best-selling truck for the 48th straight year.

Ford total Q4 sales increased 9% compared to a full-year sales gain of 4%, with a total of 2,078,832 vehicles sold. Ford outpaced the total industry – as well as the retail – with a total estimated industry sales increase of 2% for 2024, expanding its market share.

Entering 2025, Ford bolstered its vehicle inventory to help offset the impact of expected supply reductions during plant changeovers for key product launches, including the new Expedition, Navigator and Bronco. The move reflects Ford’s strategy to keep its product lineup among the freshest in the industry for customers and dealers.

Ford’s Electrified Vehicles Set New Records

Customers favored Ford’s electrified vehicles in 2024, driving growth and setting record sales for the year. With 285,291 electrified vehicles sold (HEV, PHEV and electric), sales were up 38% in 2024 over a year ago, exceeding the sales of GM and Stellantis.

Ford’s Power Promise, a program which includes a complimentary home charger with standard installation at no extra charge and access to a 24/7 Ford advisor for electric vehicle support, helped boost Ford electric vehicle sales in Q4 to a new best-ever electric vehicle sales record with 30,176 electric vehicles sold. With the success of the program, Ford is extending the Ford Power Promise complimentary home charger and standard installation into the new year to build on the momentum of record sales growth. In 2024, each of Ford’s electric vehicles set new sales records, with Mustang Mach-E sales totaling 51,745 – up 27%; F-150 Lightning sales totaling 33,510 – up 39% and E-Transit sales of 12,610 – up 64%. For the quarter, Mustang Mach-E posted its best-ever quarterly sales result with 16,119 vehicles sold, making it America’s best-selling electric SUV behind only Tesla’s Model Y in 2024.

Hybrid powertrains increased Ford’s total electrified vehicles on record 2024 sales of 187,426 hybrid vehicles – up 40% over 2023. Hybrid strength came from a record surge in hybrid truck sales, with F-150 hybrid finishing the year as America’s best-selling hybrid truck on sales of 73,845 trucks – up 47%. Second only to the F-150, Maverick hybrid established a new sales record on sales of 68,752 – up 31%.

Strong Bronco, Expedition Sales; Explorer – America’s Best-Selling Three-Row SUV

For the year, Ford Explorer sales totaled 194,094 SUVs making it America’s best-selling three-row SUV. Sales of Ford’s Expedition were up 6% on sales of 78,035, with the all-new Expedition ready to launch in Q1 of 2025.

For the year, overall Ford SUV sales totaled 771,042; Bronco family totaled 233,873 for the year with a strong year-end performance with Q4 sales up 38% on 62,568 Broncos and Bronco Sports sold.

Ford Pro Vehicles, Intelligence Software Sales Up

Sales of Ford’s Super Duty pickups accelerated in Q4 with a 30% gain over a year ago. For the year, sales of Super Duty were up 14% compared to 2023.

Ford’s full-size vans accounted for about half of the full-size van segment in 2024 making it 46 consecutive years as a leader in the commercial van segment.

As America’s No. 1-selling van, Transit sales totaled 152,738 vans in 2024 – up 18% over 2023. Q4 Transit sales were up 24% on sales of 38,457 vans.

Ford was No. 1 in commercial vehicle sales based on the most recent registration data through October. Ford U.S. Class 1 – 7 commercial truck and van share grew to 41.2%, up 1.5 percentage points compared with the same period last year.

The Ford Pro Intelligence software platform now has approximately 649,000 active subscriptions, based on end-of-quarter estimates, up about 27% year-over-year.

Customer usage of BlueCruise, Ford’s hands-free highway driving technology, continues to grow. By the end of 2024, customer usage reached 300 million cumulative hands-free highway miles driven across Ford and Lincoln. The new BlueCruise 1.4 version of software, with improved hands-free highway driving experience, will ship on the new 2025 F-150, 2025 Expedition and 2025 Lincoln Navigator. Meanwhile, BlueCruise 1.5 with Automatic Lane Change will ship on the 2025 Mustang Mach-E.


Lincoln Achieves Best Retail Sales in 17 Years

Lincoln sales continued to expand into the fourth quarter with sales up 35% on the strength of the all-new Nautilus and ’25MY Aviator. For the year, Lincoln sales were up 28% on sales of 104,823. Lincoln achieved its best annual retail sales results since 2007.

Nautilus sales were up 88% in Q4 on total sales of 10,241, making it Lincoln’s best-selling vehicle. For the year, Nautilus sales climbed 50% on sales of 36,544 – 39 percent were the hybrid model.

Q4 sales of the new ’25MY Aviator increased 32% on sales of 7,778. For the year, Aviator sales totaled 25,235 SUVs – up 62% over a year ago.

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[BroncoBeachBuggy]

Well, those higher 4Q sales compared to a year ago occurred even with higher vehicle prices, high interest rates and what I thought was a weaker consumer. I figure there will still be discounts on previous year Broncos taking up lot space, but once they move excess inventory this does not bode well for really good deals on new Broncos.

 

[Laddyaddy19]

Great news! Future is looking more optimistic

 

[heavyD]

The 3.3% increase in sales doesn't look nearly as impressive when you consider the amount of 2023 Bronco's produced compared to 2024.

 

[EasternSierra]

Well, those higher 4Q sales compared to a year ago occurred even with higher vehicle prices, high interest rates and what I thought was a weaker consumer. I figure there will still be discounts on previous year Broncos taking up lot space, but once they move excess inventory this does not bode well for really good deals on new Broncos.

The economy must have really sucked in 2024.

 

[UncleBrad]

Look at the number of cars sold. It's tanked to the point of dead. If Ford keeps discontinuing car-making in favor of SUVs and pickups, it will also be clear that the 1960's and 1970's strategy of dealing with high gasoline costs and uncertain economy will be dead as well. The strategy behind the Falcon, Maverick, Pinto and Fox-body platform appears to be lost. Do Ford honestly believe EVERYBODY demands a white or black 4-door jellybean-shaped $50K+ SUV with an automatic and third-row seating? Why can't they expand their "Freedom of Choice" strategy and bring back, say, a small, economical coupe/sedan?

 

[Top Off Doors On]

Look at the number of cars sold. It's tanked to the point of dead. If Ford keeps discontinuing car-making in favor of SUVs and pickups, it will also be clear that the 1960's and 1970's strategy of dealing with high gasoline costs and uncertain economy will be dead as well. The strategy behind the Falcon, Maverick, Pinto and Fox-body platform appears to be lost. Do Ford honestly believe EVERYBODY demands a white or black 4-door jellybean-shaped $50K+ SUV with an automatic and third-row seating? Why can't they expand their "Freedom of Choice" strategy and bring back, say, a small, economical coupe/sedan?

Perhaps Ford management thinks that part of the market will be EVs they cannot compete with.

 

[UncleBrad]

Perhaps Ford management thinks that part of the market will be EVs they cannot compete with.

You may be right. The Fiat 500E looked to be the best EV target platform, though, and I noticed that they're not selling either.

 

[Imprezive]

Look at the number of cars sold. It's tanked to the point of dead. If Ford keeps discontinuing car-making in favor of SUVs and pickups, it will also be clear that the 1960's and 1970's strategy of dealing with high gasoline costs and uncertain economy will be dead as well. The strategy behind the Falcon, Maverick, Pinto and Fox-body platform appears to be lost. Do Ford honestly believe EVERYBODY demands a white or black 4-door jellybean-shaped $50K+ SUV with an automatic and third-row seating? Why can't they expand their "Freedom of Choice" strategy and bring back, say, a small, economical coupe/sedan?

Everyone says that but one one actually buys small economical coupes or sedans. If you cant afford a $40k car you’re almost certainly better off buying a 2-3 year old CPO than some shit box Nissan Versa.

 

[Kevin Scarbel]

Now that the Bronco portfolio has been gutted for MY2025, I do not expect Bronco sales to impress in 2025.

 

[KABQ]

Now that the Bronco portfolio has been gutted for MY2025, I do not expect Bronco sales to impress in 2025.

You should tell Bronco Brand Manager Jason Hyde to tell the big bosses how you feel about their sales strategy for the 2025 model year

 

[UncleBrad]

Everyone says that but one one actually buys small economical coupes or sedans. If you cant afford a $40k car you’re almost certainly better off buying a 2-3 year old CPO than some shit box Nissan Versa.

Respectfully, I think it can be demonstrated that a sizable number of people DO buy small economical coupes or sedans. I think it's more likely that we believe people don't buy them because we're TOLD this is the case. In other words: it's corporate strategy vs actual market reality. And it wouldn't be the first time.

We see the roomy, cute little sedan that gets 40mpg that is not white or black, maybe has a manual transmission, and we ask ourselves: "What's the point? These vehicles are outdated unicorns now." We wheel out the specter of sales failures like the Edsel, media-maligned cars like the Pinto and Corvair, etc. in order to bolster our assumption: nobody wants economical coupes or sedans any more.

 

[Imprezive]

Respectfully, I think it can be demonstrated that a sizable number of people DO buy small economical coupes or sedans. I think it's more likely that we believe people don't buy them because we're TOLD this is the case. In other words: it's corporate strategy vs actual market reality. And it wouldn't be the first time.

We see the roomy, cute little sedan that gets 40mpg that is not white or black, maybe has a manual transmission, and we ask ourselves: "What's the point? These vehicles are outdated unicorns now." We wheel out the specter of sales failures like the Edsel, media-maligned cars like the Pinto and Corvair, etc. in order to bolster our assumption: nobody wants economical coupes or sedans any more.

I guess it depends on your definition of compact, the Corolla and Civic still sell fine although IMO they are midsize cars now. There isn’t really any reason to buy something cheaper and smaller plus the automaker margins arent great. It used to be that you had to buy a compact car to decent MPG but thats no longer the case. You can get an Escape that gets 40mpg now. At Toyota at least the SUV version of the Corolla is ~$2k more expensive which isn’t a huge difference either.

 

[prospectfour]

Respectfully, I think it can be demonstrated that a sizable number of people DO buy small economical coupes or sedans. I think it's more likely that we believe people don't buy them because we're TOLD this is the case. In other words: it's corporate strategy vs actual market reality. And it wouldn't be the first time.

We see the roomy, cute little sedan that gets 40mpg that is not white or black, maybe has a manual transmission, and we ask ourselves: "What's the point? These vehicles are outdated unicorns now." We wheel out the specter of sales failures like the Edsel, media-maligned cars like the Pinto and Corvair, etc. in order to bolster our assumption: nobody wants economical coupes or sedans any more.

One of the contributing factors of SUV's and pickup trucks taking over the market is how nice they drive compared to 30 years ago. Think about an F150 or Suburban today compared to it's predecessor. These things are way more cushy luxo-barge than utilitarian farm vehicle. There's also less downside on the MPG, if a suburban can pull 27/hwy it's not that bad of a tradeoff from your grandpa's 12mpg.

You make a good point that people still buy smaller vehicles. Look at Maverick sales over the past few years. However, I think this is more to do with the fact manufacturers have bloated all of their models over the last few generations. So a Maverick is the size of what a Ranger was just a few years ago.

 

[heavyD]

I think the Maverick success is more about it's low entry price for a pickup truck rather than size. XL and XLT models are always sold out but Lariats are always sitting on lots.

When it comes to compact vehicles, the domestic brands have always had issues profiting off them as the Japanese and Koreans are more efficient at producing them to a price point. It's not like the Focus didn't sell as Ford was selling between 150-200k annually in the USA, and it's more that the profits made off those vehicles was much less than SUV's so they just moved their focus to more profitable vehicles.

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