≡ Menu

Advertisement


Tracking Ford Global Vehicle Sales and Market Share

Ford by Flickr Image.

Ford Motor Company (NYSE: F) provides two types of vehicle sales data: wholesale and retail sales.

The difference between the two is explained below:

Wholesale

Wholesale represents sales to car dealerships and are recognized as revenue in Ford’s income statements.

Retail

Retail sales represent dealership sales to end customers and are estimated based on vehicle registrations.

For such sales, Ford does not recognize the revenue generated from the sales of dealerships to end customers, and in most cases, the retail sales data merely represents the strength of Ford’s brands.

What Is Covered Here

This article covers only Ford’s vehicle retail sales.

Investors interested in Ford’s vehicle wholesale may find the data on this page: Ford Vehicle Wholesale.

Other than vehicle sales data, this article also presents Ford’s market share and market share by region and by country.

In addition to the global and worldwide numbers, we also look at Ford Motor’s sales in the U.S., which are categorized by vehicle types, powertrains, and brands.

Let’s dive in!

We’ll start by going through the table of contents.

Table Of Contents

Results By Region

A1. Vehicle Sales By Region
A2. Market Share By Region

Results By Country

B1. Vehicle Sales By Country
B2. Market Share By Country

Vehicle Sales By Car Category In The U.S.

C1. Truck, SUV And Sedan Sales (Quarterly)
C2. Truck, SUV And Sedan Sales (TTM)
C3. Percentage Of Truck, SUV And Sedan Sales

Vehicle Sales By Powertrain In The U.S.

D1. EV, Hybrid And ICE Sales
D2. Percentage Of EV, Hybrid And ICE Sales

Vehicle Sales By Brand In The U.S.

E1. Ford And Lincoln Sales (Quarterly)
E2. Ford And Lincoln Sales (TTM)
E3. Percentage Of Ford And Lincoln Sales

Ford Top-Selling Vehicles By Model In The U.S.

F1. Ford Best-Selling Car
F2. Ford Best-Selling SUV
F3. Ford Best-Selling Truck

Lincoln Top-Selling Vehicles By Model In The U.S.

G1. Lincoln Best-Selling SUV

Summary And Reference

S1. Summary
S2. References and Credits
S3. Disclosure

Vehicle Sales By Region

Ford vehicle sales by region

Ford vehicle sales by region

(click image to expand)

* Only five regions are presented in the chart above, as vehicle sales from other regions are insignificant.
* Europe 20 represents Ford’s 20 European traditional markets, which are Austria, Belgium, Britain, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Spain, Romania, Sweden and Switzerland.
* Europe 20 excludes Russia and Turkey.
* China sales data includes Taiwan and Ford and JMC vehicles produced and sold by Ford’s unconsolidated affiliates.
* ASEAN includes the Philippines, Thailand, and Vietnam.
* North America includes the U.S., Canada, and Mexico.
* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

At first glance, Ford’s vehicle sales are primarily derived from three regions: North America, Europe, and China.

Ford’s retail volume in North America is among the largest, topping 2.2 million vehicles in 2022, while Europe 20 totaled 0.8 million vehicles in the same period.

Ford’s China contributed only 0.5 million vehicles to its total retail volume in 2022.

The combined volume from North America, Europe 20, and China alone accounted for approximately 88% of Ford’s total volume in 2022.

On the other hand, Ford’s smallest markets in terms of vehicle sales were South America and ASEAN, each totaling only 0.1 million vehicles in 2022.

A worrying trend is Ford’s declining vehicle sales in most regions since 2015.

For example, Ford’s vehicle sales in North America have declined by approximately 27% since 2015, down from 3.0 million units reported in 2015 to only 2.2 million units as of 2022.

The same downtrend applies to Europe 20, where Ford’s vehicle sales have decreased by over 40% since 2015.

The rate of decline for Ford’s vehicle sales in China is among the worst.

As the chart shows, Ford’s retail sales in China have declined by nearly 60% since 2015, from 1.2 million vehicles in 2015 to less than half as of 2022.

Back To Table Of Contents

Market Share By Region

Ford market share by region

Ford market share by region

(click image to expand)

* Market share represents reported retail sales of Ford’s brands as a percent of total industry volume in the relevant market or region.
* Only five regions are presented in the chart above, as vehicle sales from other regions are insignificant.
* Europe 20 represents Ford’s 20 European traditional markets, which are Austria, Belgium, Britain, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Spain, Romania, Sweden and Switzerland.
* Europe 20 excludes Russia and Turkey.
* China sales data includes Taiwan and Ford and JMC vehicles produced and sold by Ford’s unconsolidated affiliates.
* ASEAN includes the Philippines, Thailand, and Vietnam.
* North America includes the U.S., Canada, and Mexico.
* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

The decline in vehicle sales is not the only thing investors should worry about.

Ford’s market share in most regions has also decreased, as shown in the chart above.

For example, as of 2022, Ford’s market share in North America was only 12.5%, down from 14% in 2015.

The same downtrend applies to Europe 20, where Ford’s market share has declined from 8% in 2015 to 6.4% as of 2022.

Additionally, Ford’s market share in China has declined by more than half since 2015, reaching only 2.1% as of 2022.

Ford’s market share decline in South America was among the worst, reaching only 2.1% as of 2022 from 9.6% recorded in 2015.

Back To Table Of Contents

Vehicle Sales By Country

Ford vehicle sales by country

Ford vehicle sales by country

(click image to expand)

* Only six countries are presented in the chart above, as vehicle sales for other countries are insignificant.
* China sales data includes Taiwan and Ford, and JMC vehicles produced and sold by Ford’s unconsolidated affiliates.
* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

Undoubtedly, the largest market for Ford Motor is the United States, as depicted in the chart above.

As of 2022, Ford’s vehicle sales in the U.S. were among the largest and totaled 1.9 million units, way larger than the results of other countries.

After the United States, China is the second biggest market for Ford’s automobile products.

In 2022, Ford’s retail volume in China totaled 0.5 million vehicles, one of the highest but only one-third of the number produced in the U.S.

Ford sold roughly 200,000 vehicles or less in countries like the United Kingdom, Brazil, Germany, and Canada.

Similarly, a worrying trend is that Ford’s vehicle sales in most countries also have significantly declined since 2015, as depicted in the chart above.

For example, Ford’s retail volume in the U.S. has been down by 27% since 2015, while that of China has been down by more than 50% over the past eight years.

Ford’s vehicle sales in countries such as the U.K., Brazil, Germany, and Canada have remained relatively flat for the last eight years.

Back To Table Of Contents

Market Share by Country

Ford market share by country

Ford market share by country

(click image to expand)

* Market share represents reported retail sales of Ford’s brands as a percent of total industry volume in the relevant market or region.
* Only six countries are presented in the chart above, as vehicle sales for other countries are insignificant.
* China sales data includes Taiwan and Ford, and JMC vehicles produced and sold by Ford’s unconsolidated affiliates.
* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

Canada is the only country with a stable market share for Ford Motor among all countries in comparison.

In fact, Ford’s market share in Canada has slightly increased from 14.4% in 2015 to 15.2% in 2022.

In contrast, Ford’s market share in most countries has significantly declined, particularly in Brazil.

As shown in the chart above, Ford’s market share in Brazil has declined from 10.4% in 2015 to only 1.7% in 2022, the worst among all countries.

Furthermore, Ford’s market share in the United States, its primary market, has declined from 14.7% in 2015 to 13.1% in 2022.

Ford experienced a similar market share decline in countries like the United Kingdom and Germany.

For example, Ford’s market share in the U.K. has dipped from 14.3% in 2015 to 12.1% as of 2022, while that of Germany has decreased from 7.3% to 5.7% in the same period.

Ford could only maintain a market share of 2.1% in China as of 2022, down significantly from the 4.7% recorded in 2015.

Back To Table Of Contents

Truck, SUV, And Sedan Sales By Quarter

Ford quarterly vehicle sales by type in the U.S.

Ford quarterly vehicle sales by type in the U.S.

(click image to expand)

* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

The chart above displays sales figures for three vehicle types: trucks, SUVs, and sedans.

Ford has maintained stable truck and SUV sales in the US since 2016, but its sales in the sedan segment have plummeted.

On average, Ford’s truck retail volume totaled about 270,000 units in the U.S., while the SUV figure came in at 200,000 since 2016.

Ford’s retail volume for sedans totaled only 10,000 units per quarter as of 2023, the least among all vehicle types.

Back To Table Of Contents

Truck, SUV, And Sedan Sales By TTM

Ford TTM vehicle sales by type in the U.S.

Ford TTM vehicle sales by type in the U.S.

(click image to expand)

* TTM figures equal the sum of the quarterly data on a trailing 4-quarter basis.
* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

The TTM plot smooths out quarterly bumps and better displays Ford’s U.S. vehicle sales trend.

Ford’s truck sales appeared to have rebounded in 2023 after having been on the decline since 2020.

As of 3Q 2023, Ford’s truck sales in the U.S. reached 1.1 million units on a TTM basis, a significant rise over the same quarter a year ago.

On the other hand, Ford’s SUV sales in the U.S. have been relatively consistent, topping 850,000 on a TTM basis as of 3Q 2023, roughly in line with the quarter a year ago.

Ford’s sedan or car sales in the U.S. have crashed and reached only 48,000 units as of Q3 2023 on a TTM basis, a record low since 2016.

Back To Table Of Contents

Percentage Of Truck, SUV And Sedan Sales To Total Volume

Ford percentage of vehicle sales by type in the U.S.

Ford percentage of vehicle sales by type in the U.S.

(click image to expand)

* Percentage data is measured using the TTM data.
* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

Ford’s truck sales in the U.S. accounted for 55% of its total retail volume as of 3Q 2023, the highest among all vehicle segments.

This figure has risen from 41% in 2016 to over 50% in the latest quarter, implying the increasing importance of truck sales to the company’s financial performance.

Similarly, the percentage of Ford’s SUV sales also has significantly increased since 2016, topping as much as 42.6% as of 3Q 2023.

Ford’s sedan volume represented only 2.4% of the total volume as of Q3 2023, down considerably from the 26.5% recorded in 2016.

Back To Table Of Contents

EV, Hybrid And ICE Sales By Quarter

Ford quarterly vehicle sales by powertrain in the U.S.

Ford quarterly vehicle sales by powertrain in the U.S.

(click image to expand)

* Ford’s vehicle sales by powertrain have only been available since 1Q 2023.
* 2022 data is a recast.
* ICE stands for internal combustion enginer.
* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

Most of Ford’s sales in the U.S. come from internal combustion engine vehicles (ICE), with over 1.4 and 1.3 million units sold in the first three quarters of 2023 and 2022, respectively.

Ford’s sales of hybrid and electric vehicles are significantly lagging behind its ICE sales.

In the first three quarters of 2023, Ford sold only 97,000 hybrid and 47,000 electric vehicles, compared to 83,000 hybrids and 41,000 EVs in 2022.

Despite the relatively low volumes for hybrids and EVs, they have significantly increased from 2022.

For example, Ford’s retail volume of hybrid vehicles has increased by 17% from 2022 to 2023 during the first three quarters, while that of electric vehicles has increased by 15% during the same period.

Back To Table Of Contents

Percentage Of EV, Hybrid And ICE Sales To Total Volume

Ford

Ford percentage of vehicle sales by powertrain in the U.S.

(click image to expand)

* Ford’s vehicle sales by powertrain have only been available since 1Q 2023.
* 2022 data is a recast.
* ICE stands for internal combustion enginer.
* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

As of 3Q 2023, a staggering 90.5% of Ford’s total retail sales came from ICE vehicles during the first three quarters.

The latest ratio in 3Q 2023 remains roughly the same as a year ago, illustrating that internal combustion engine vehicles still account for most of Ford’s retail sales.

Ford’s hybrid vehicles comprised only 6.4% of the company’s total retail volume as of the first three quarters of 2023, while that of electric vehicles was 3.1% in the same period.

Ford’s vehicle sales percentage as of 3Q 2023 remained relatively flat compared to the results from a year ago, indicating that the company’s electrification plan is still in its early stages and hasn’t had a significant impact.

Back To Table Of Contents

Ford And Lincoln Sales By Quarter

Ford quarterly vehicle sales by brand in the U.S.

Ford quarterly vehicle sales by brand in the U.S.

(click image to expand)

* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

Ford Motor Company owns only two vehicle brands: Ford and Lincoln.

On average, the Ford brand’s vehicle sales totaled about 538,000 units per quarter, while the Lincoln brand totaled approximately 25,000 units per quarter between 2016 and 2023.

Therefore, the Ford brand’s vehicle sales were much higher than the Lincoln brand’s.

In 3Q 2023, Ford brand’s vehicle sales came in at 480,000 units every quarter, which was way below its historical average and far from the number reported in 2016.

Similarly, Lincoln brand’s vehicle sales have significantly declined and reached only 20,000 units as of 3Q 2023, down 20% compared to its historical high.

Therefore, the decline in sales for Ford and Lincoln brand vehicles is a legitimate concern for shareholders.

Back To Table Of Contents

Ford And Lincoln Sales By TTM

Ford TTM vehicle sales by brand in the U.S.

Ford TTM vehicle sales by brand in the U.S.

(click image to expand)

* TTM figures equals the sum of the quarterly data on a trailing 4-quarter basis.
* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

The TTM plot in the chart above reinforces that both Ford and Lincoln brands’ vehicle sales are declining.

For example, Ford brand’s vehicle sales came in at 1.9 million units as of 3Q 2023 on a TTM basis, down 24% from the 2.5 million units recorded eight years ago.

Similarly, the sales of vehicles under the Lincoln brand have significantly declined, with a 29% drop since 2016.

However, there might be hope for Ford’s vehicle sales as the TTM plot indicates a 6% rebound from last year’s figures.

In contrast, Lincoln brand’s vehicle sales continued to decline and reached a record low of 80,000 units as of 3Q 2023.

Back To Table Of Contents

Percentage Of Ford And Lincoln Sales To Total Volume

Ford percentage of vehicle sales by brand in the U.S.

Ford percentage of vehicle sales by brand in the U.S.

(click image to expand)

* Percentage data is measured using the TTM data.
* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

Ford brand’s vehicles accounted for 96% of the company’s total volume as of 3Q 2023, which has remained roughly the same since 2016.

On the other hand, Lincoln brand’s vehicles accounted for only 4% of Ford Motor’s total volume as of 3Q 2023, a decline of 0.4 percentage points from a year ago.

Therefore, the decline in Lincoln brand’s vehicle sales should be the primary concern of shareholders and investors.

Back To Table Of Contents

Ford Best-Selling Car

Ford-best-selling-car-in-the-U.S.

Ford-best-selling-car-in-the-U.S.

(click image to expand)

* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

The Ford Mustang is the top-selling car in the Ford brand.

Ford sold roughly 47,600 Ford Mustangs in fiscal 2022, down slightly over 2021 and considerably over 2020.

The sales of Ford Mustang accounted for 2.7% of the total volume under the Ford brand in 2022.

It’s worrying that the decline in Ford Mustang sales is not just in numbers but also as a percentage of total volume.

Back To Table Of Contents

Ford Best-Selling SUV

Ford-best-selling-SUV-in-the-U.S.

Ford-best-selling-SUV-in-the-U.S.

(click image to expand)

* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

In the SUV segment, the Ford Explorer is the top-selling vehicle, with sales reaching 207,700 units in fiscal 2022, down 5% over 2021.

The figure represents about 11.7% of the Ford brand’s total vehicle volume in 2022.

Again, it’s a concern that the sales of the Ford Explorer have declined by 8% since 2020.

Back To Table Of Contents

Ford Best-Selling Truck

Ford-best-selling-truck-in-the-U.S.

Ford-best-selling-truck-in-the-U.S.

(click image to expand)

* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

The Ford F-series is the Ford brand’s top-selling truck, with sales hitting 654,000 units in fiscal 2022, down 10% over 2021.

The figure represents 36.7% of the Ford brand’s total vehicle volume in 2022.

Again, the sales of Ford F-series trucks in the U.S. have declined by 17% since 2020, and it is a worrying trend if the decline continues.

Back To Table Of Contents

Lincoln Best-Selling SUV

Lincoln-best-selling-SUV-in-the-U.S.

Lincoln-best-selling-SUV-in-the-U.S.

(click image to expand)

* Ford Motor’s fiscal year begins on Jan 1 and ends on Dec 31.

Under the Lincoln brand, the Corsair is the best-selling SUV, contributing to 27,700 vehicles in 2022, up 17% over 2021.

The sales of 27,700 Corsair SUVs in 2022 accounted for 33.1% of the Lincoln brand’s total vehicle volume.

It is a comfort to see that the Corsair SUV sales in the U.S. have increased by 4% since 2020.

Back To Table Of Contents

Conclusion

Ford Motor’s global vehicle sales in most regions and countries have significantly declined.

Besides vehicle sales, Ford’s market share by region and country also has tumbled considerably in most markets.

The decline in sales and market share is a concern for shareholders and investors.

Moreover, Ford’s electrification push seems to have gained little traction as internal combustion engine or ICE vehicle sales still account for 92% of the company’s total retail volume in the first three quarters of 2023. This ratio is relatively unchanged compared to a year ago.

In the last three years, several of Ford’s best-selling vehicles in the US have experienced a decline in sales.

In short, Ford has much work to do.

Back To Table Of Contents

References and Credits

1. All vehicle sales and market share data are obtained and referenced from Ford’s quarterly and annual reports, earnings releases, SEC filings, presentations, etc., which are available in Ford’s Financials and Filings.

2. Featured images in this article are used under a Creative Commons license and sourced from the following websites: More Cars and Mike Mozart.

Back To Table Of Contents

Disclosure

References and examples such as tables, charts, and diagrams are constantly reviewed to avoid errors, but we cannot warrant the total correctness of all content.

The content in this article is for informational purposes only and is neither a recommendation nor a piece of financial advice to purchase a stock.

If you find the information in this article helpful, please consider sharing it on social media and provide a link to this article from any website so that more articles like this can be created.

Thank you!

Back To Table Of Contents

{ 0 comments… add one }

Leave a Comment


X

Forgot Password?

Join Us