Ford Sales and Market Share: Global and Regional

Ford by Flickr Image.

This article presents Ford Motor’s global vehicle sales and market shaare. In addition to the global results, we also look at the sales and market share results by region.

Keep in mind that the sales data presented here represents the retail volumes. Retail sales may differ significantly from vehicle wholesales.

Also, Ford no longer provides sales and market share data on a global or regional basis after FY2022. Averages are based on the latest three available periods (FY2020–2022).

Let’s look it up!

For other sales statistics of Ford Motor, you may find more information on these pages:

Retail Sales & Market Share

• Ford sales by country and region,
• Ford market share by country and region,
• Ford global ev sales and ev sales by model,

Wholesales

• Ford wholesale by region and country,
• Ford wholesale by segment,

U.S. Sales

• Ford U.S. truck, SUV, and car sales,
• Ford sales by vehicle type – electric, hybrid, and internal combustion,
• Ford Lincoln vehicle sales,
• Ford Lincoln sales by model,
• Ford SUV sales by model – Explorer, Escape, Bronco, etc.,
• Ford truck sales by model,

Please use the table of contents to navigate this page.

Definitions

To help readers understand the content better, the following terms and glossaries have been provided.

Retail Sales: Ford’s retail sales represent primarily sales by dealers, sales to the government, and leases to Ford management, and is based, in part, on estimated vehicle registrations. Ford’s retail sales include sales of medium and heavy trucks.

Market Share: Ford’s market share is defined as the percentage of its retail sales with respect to the industry volume in the relavant market or region, according to its annual reports. The market share equation is as follows:

Market Share = Retail Sales / Industry Volume

According to Ford, the industry volume is an internal estimate based on publicly available data collected from various government, private, and public sources around the globe. It includes medium and heavy trucks.

Europe 20: Europe 20 markets are United Kingdom, Germany, France, Italy, Spain, Austria, Belgium, Czech Republic, Denmark, Finland, Greece, Hungary, Ireland, the Netherlands, Norway, Poland, Portugal, Romania, Sweden, and Switzerland.

Europe 20 excludes Russia and Turkey.

Back To Table Of Contents

FAQs

To help readers understand the content better, the following FAQs have been provided.

Why are Ford’s sales and market share on the decline?

Several factors are contributing to the decline in Ford’s sales and market share:

• Supply Chain Disruptions: The global semiconductor shortage has significantly impacted Ford’s production capabilities, leading to delays and reduced inventory. This has affected the availability of popular models and hindered sales growth.
• Labor Strikes: The United Auto Workers (UAW) strike in 2023 had a substantial impact on Ford’s production, particularly at key plants producing high-demand models like the Ford Bronco, Ranger, and F-Series trucks. The strike led to inventory depletion and disrupted sales.


• Increased Competition: The automotive market is highly competitive, with numerous established and emerging brands vying for market share. Ford faces stiff competition from both traditional automakers and new entrants in the electric vehicle (EV) market.
• Economic Factors: Economic conditions, such as inflation and rising interest rates, can influence consumer spending on vehicles. Potential buyers may be more cautious about making high-value purchases during uncertain economic times.
• Shift in Consumer Preferences: There is a growing consumer preference for electric and hybrid vehicles. While Ford has made strides in electrification, it is still catching up to competitors like Tesla in terms of EV market share.
• Brand Perception and Innovation: Ford needs to continuously innovate and expand its product lineup to attract more customers. The success of competitors’ new models and technological advancements can impact Ford’s sales performance.
• Dealer Network Optimization: Ford has been reducing its dealer network to streamline operations and match supply with demand. While this strategy aims to improve efficiency, it may also impact sales volume in the short term.

Overall, a combination of supply chain challenges, labor strikes, increased competition, economic factors, shifting consumer preferences, and the need for continuous innovation are contributing to the decline in Ford’s sales and market share.

Back To Table Of Contents

Insight & Summary of Ford Motor’s Global Vehicle Sales and Market Share

The following analysis consolidates the trends observed across Ford Motor’s vehicle sales and market share for the 2015–2022 period.

• Ford’s global retail sales and market share have been in sustained, broad-based decline across all measured regions for the entirety of the 2015–2022 period. Global retail sales fell from 6.5 million units (7.3% global share) in 2015 to 4.0 million units (5.0% share) in 2022 — a 38.5% volume reduction and 230 basis points of market share erosion over seven years. The 3-year average of 4.2 million units and 5.3% share (2020–2022) represents a business operating at approximately 63% of its 2015 peak volume. Ford’s decision to discontinue reporting global retail sales and regional market share data after 2022 removes an important transparency benchmark that investors and industry observers had relied on for trend analysis.

• North America is Ford’s structural anchor — the largest market by volume and the most resilient by share. North American sales declined from 3.0 million units in 2015 to 2.2 million in 2022, a 26.7% contraction, but market share has been the most stable in the portfolio, compressing only from 14.0% to 12.5% — a 150 basis point decline over seven years. The 3-year average of 2.2 million units and 12.6% share confirms North America as Ford’s dominant market, representing approximately 55% of its total global volume on the 2022 mix. The relative share resilience reflects the strength of Ford’s F-Series truck and commercial vehicle lineup in North America, which dominates its segment and insulates Ford from the broader volume pressures visible elsewhere in the portfolio.

• China has been the most strategically damaging market — a near-total collapse in both volume and share. Chinese sales peaked at 1.3 million units (4.6% share) in 2016 and fell to just 0.5 million units (2.1% share) by 2022 — a 61.5% volume decline and 250 basis points of share erosion. The 3-year average of 0.6 million units and 2.3% share represents a residual, structurally diminished presence in the world’s largest automotive market. Ford’s China implosion is well-documented: it reflects a failure to localise product offerings for Chinese consumer tastes, the rise of domestic Chinese brands, the Changan Ford JV’s management challenges, and Ford’s global capital reallocation toward its core North American and commercial vehicle businesses. There is no meaningful path to China recovery visible in the dataset.

• Europe 20 has seen steady share erosion driven by competitive dynamics and the EV transition. European volumes fell from 1.4 million units (8.0% share) in 2015 to 0.8 million (6.4%) in 2022 — a 42.9% volume reduction and 160 basis points of share loss. The 3-year average of 0.9 million units and 6.6% share reflects a market where Ford retains meaningful presence through commercial vehicles and Transit vans, but has systematically lost passenger car share as it exited most car segments (Mondeo, Galaxy, S-Max). The European EV mandate creates additional near-term pressure on Ford’s model mix transition, which is still in progress.

• South America has experienced the most severe relative share collapse of any region. South American sales fell from 0.4 million units (9.6% share) in 2015 to 0.1 million (2.1% share) in 2022 — a 75% volume decline and 750 basis points of share erosion. The 3-year average of 0.1 million units and 3.6% share reflects Ford’s effective withdrawal from most South American passenger car markets, particularly Argentina, Venezuela, and eventually Brazil’s full lineup. Ford ceased manufacturing operations in Brazil in 2021, marking a de facto exit from the region’s production footprint. The 2021–2022 share figures of 2.6% and 2.1% are legacy numbers from a distribution-only presence rather than a full market participant.

• ASEAN has been Ford’s smallest and most stable contributor, but share has not grown despite regional market expansion. ASEAN volumes held at approximately 0.1 million units across the entire 2015–2022 period, with market share fluctuating in a narrow 5.3–7.5% band and averaging 5.4% over the last three years. The lack of volume growth in a region experiencing strong automotive demand growth implies consistent share losses to Japanese, Korean, and increasingly Chinese brands. ASEAN represents an opportunity Ford has not meaningfully pursued relative to its competitive position.

• Structural Takeaway: Ford’s 2015–2022 sales and market share trajectory reflects a company that has made a deliberate strategic choice to concentrate on North American trucks and commercial vehicles, exit or minimise presence in uncompetitive markets (China, South America), and manage the European transition. The discontinuation of this data series after 2022 limits ongoing visibility but is consistent with Ford’s evolving corporate reporting philosophy under the Ford Blue / Ford Pro / Ford Model e segment structure. On the available data, the direction is unmistakably one of managed retreat globally and concentration of competitive advantage in North America.

The table below combines all key Ford’s vehicle retail volumes and market share metrics into a single view for the latest three fiscal years.

Back To Table Of Contents

Ford’s Global Vehicle Sales & Market Share

The definitions of Ford’s vehicle sales, market share, and regions are available here: retail sales, market share, and Europe 20.

Ford no longer provides sales and market share data on a global or regional basis after FY2022. Averages are based on the latest three available periods (FY2020–2022).

Back To Table Of Contents

North America, South America, Europe 20, China, ASEAN – Vehicle Sales

The definitions of Ford’s vehicle sales, market share, and regions are available here: retail sales, market share, and Europe 20.

Ford no longer provides sales and market share data on a global or regional basis after FY2022. Averages are based on the latest three available periods (FY2020–2022).

Back To Table Of Contents

North America, South America, Europe 20, China, ASEAN – Market Share

The definitions of Ford’s vehicle sales, market share, and regions are available here: retail sales, market share, and Europe 20.

Ford no longer provides sales and market share data on a global or regional basis after FY2022. Averages are based on the latest three available periods (FY2020–2022).

Back To Table Of Contents

References and Credits

1. All vehicle sales and market share data are obtained and referenced from Ford’s annual reports published on the company’s investor relations page: Ford’s Financials and Filings.

2. Flickr Images.

Back To Table Of Contents

Disclosure

We may use artificial intelligence (AI) tools to assist us in writing some of the text in this article. However, the data is directly obtained from original sources (usually the quarterly and annual reports) and meticulously cross-checked by our editors multiple times to ensure its accuracy and reliability.

If you find the information in this article helpful, please consider sharing it on social media. Additionally, providing a link back to this article from any website can help us create more content like this in the future.

Thank you for your support and engagement! Your involvement helps us continue to provide high-quality, reliable content.

Back To Table Of Contents