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Ford U.S. Retail Sales Surge in 2024, Doubling Industry Growth Rate
Ford Motor Company’s strategy of offering customers a broad array of powertrains and vehicle types proved highly effective in 2024, resulting in a 6% increase in retail sales—double the estimated 3% growth rate of the broader automotive industry. This impressive growth trajectory was further underscored by a stellar fourth-quarter performance, where retail sales surged 17%, driven by a remarkable 25% increase in F-Series retail sales.
F-Series: A Model of Customer Freedom and Choice
The Ford F-Series epitomizes the company’s “Freedom of Choice” Retail Sales strategy by offering customers an unparalleled selection of powertrain options, including gas, diesel, hybrid, and electric models. All F-Series variants experienced year-over-year sales growth in December 2024, highlighting the lineup’s strong consumer appeal. Notably, total F-Series fourth-quarter sales climbed 21%, securing its position as America’s best-selling truck for an unprecedented 48th consecutive year.
Overall Performance: Outpacing the Industry
Ford’s total U.S. sales increased 9% in the fourth quarter, contributing to a full-year gain of 4% with 2,078,832 vehicles sold. This performance significantly outpaced the industry’s estimated total sales growth of 2%, Retail Sales resulting in an expanded market share for the automaker. Entering 2025, Ford strategically increased its vehicle inventory to mitigate potential supply chain disruptions during plant changeovers for key product launches, including the redesigned Expedition, Navigator, and Bronco models.
Electrified Vehicles Drive Record Growth
Ford’s electrified vehicle lineup continued to gain momentum in 2024, setting new sales records. Total sales of electrified vehicles, encompassing hybrid electric vehicles (HEVs), plug-in hybrid electric vehicles (PHEVs), and fully electric vehicles (EVs), rose 38% year-over-year to 285,291 units—surpassing the electrified vehicle sales of competitors GM and Stellantis.
Ford’s innovative “Power Promise” program, which includes a complimentary home charger with standard installation and 24/7 access to a dedicated Ford EV advisor, contributed to a record-breaking fourth quarter for electric vehicle sales, totaling 30,176 units. The program’s success has prompted Ford to extend the initiative into 2025. Among individual models:
- Mustang Mach-E: Sales rose 27% to 51,745 units, Retail Sales with a quarterly record of 16,119 sold in Q4, making it the second-best-selling electric SUV in the U.S. after Tesla’s Model Y.
- F-150 Lightning: Sales surged 39% to 33,510 units for the year.
- E-Transit: Sales climbed 64% to 12,610 units.
Hybrid vehicle sales also experienced robust growth, with 2024 sales totaling 187,426 units—a 40% increase over 2023. Highlights include:
- F-150 Hybrid: America’s best-selling hybrid truck, with sales of 73,845 units, up 47% year-over-year.
- Maverick Hybrid: Sales reached 68,752 units, marking a 31% increase and setting a new record for the model.
SUV and Bronco Family Success
Ford’s SUV lineup delivered strong results in 2024, with total SUV sales reaching 771,042 units. The Ford Explorer maintained its status as America’s best-selling three-row SUV, with 194,094 units sold. Meanwhile, Expedition sales rose 6% to 78,035 units, setting the stage for the launch of the all-new Expedition in early 2025.
The Bronco family also had a standout year, with combined sales of 233,873 units. Fourth-quarter sales surged 38%, with 62,568 Broncos and Bronco Sports sold.
Ford Pro Vehicles and Commercial Leadership
Ford Pro vehicles continued to dominate the commercial vehicle segment in 2024. Key achievements include:
- Super Duty: Fourth-quarter sales rose 30%, contributing to a 14% year-over-year increase.
- Transit Vans: As America’s best-selling van for 46 consecutive years, Transit sales totaled 152,738 units in 2024, up 18% from 2023. Fourth-quarter Transit sales increased 24% to 38,457 units.
Ford maintained its position as the leader in the commercial vehicle market, with a Class 1-7 commercial truck and van market share of 41.2%, up 1.5 percentage points year-over-year.
The Ford Pro Intelligence software platform also saw significant growth, with active subscriptions increasing 27% year-over-year to approximately 649,000. Customer usage of BlueCruise, Ford’s hands-free highway driving technology, reached 300 million cumulative hands-free highway miles by the end of 2024. The technology’s latest updates—BlueCruise 1.4 and 1.5—are set to enhance driving experiences in 2025 models, including the F-150, Expedition, and Mustang Mach-E.
Lincoln’s Best Retail Sales in 17 Years
Lincoln, Ford’s luxury brand, achieved remarkable success in 2024, with sales rising 28% to 104,823 units—the brand’s best annual retail performance since 2007. Highlights include:
- Nautilus: Sales surged 50% to 36,544 units for the year, with 39% of sales attributed to hybrid models. Fourth-quarter sales increased 88% to 10,241 units, making it Lincoln’s best-selling vehicle.
- Aviator: Sales climbed 62% to 25,235 units for the year, including a 32% fourth-quarter gain to 7,778 units.
As Ford enters 2025, the company remains focused on leveraging its diverse product portfolio and innovative customer pro
grams to sustain its growth momentum. With new model launches, expanded electrified vehicle offerings, and continued leadership in the commercial and luxury segments, Ford is well-positioned to build on its success in the year ahead.
