The Ford Motor Company strategy of offering customers a variety of powertrains and vehicle types helped Ford grow retail sales six percent in 2024, double the estimated rate of the broader industry. Fourth quarter retail sales growth was even stronger at 17 percent, led by a 25 percent 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 percent to end the year as America’s best-selling truck for the 48th straight year.
Ford total Q4 sales increased 9 percent compared to a full-year sales gain of 4 percent, 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 percent 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 percent 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 percent; F-150 Lightning sales totaling 33,510 – up 39 percent and E-Transit sales of 12,610 – up 64 percent. 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 percent 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 percent. Second only to the F-150, Maverick hybrid established a new sales record on sales of 68,752 – up 31 percent.
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 percent 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 percent on 62,568 Broncos and Bronco Sports sold.
Published February 2025
