Ford Caps 2024 With Best U.S. Sales Since 2019
Ford sold nearly two million vehicles in the U.S. last year, its best performance since 2019, powered by record F-Series demand and a 34 % jump in EV and hybrid sales.
Blue Oval Roars Back
Ford Motor Co. closed the book on 2024 with its strongest American sales performance in five years, moving 1,995,912 vehicles off dealer lots—up 4.3 % over 2023 and the highest tally since the pre-pandemic high-water mark of 2019.
The Comeback Trail
The surge did not happen overnight. A year ago, supply-chain snarls and chip shortages left Ford lots half-empty. Today, rows of freshly built F-Series pickups and Mustang Mach-E SUVs sit ready for delivery, a sight dealers say they had almost forgotten.
“Customers who walked away frustrated last summer are now driving home in new Escapes and Broncos,” said Laura Betts, general manager of Bill Brown Ford in Livonia, Mich. “Inventory is finally matching demand.”
Trucks Still King
F-Series trucks accounted for 44 % of Ford’s total volume, with 696,255 units sold—enough to make the truck line America’s best-selling vehicle for the 47th straight year. Electric and hybrid models added momentum; combined EV and hybrid deliveries jumped 34 %, led by the F-150 Lightning and the Maverick Hybrid.
What Drove the Rebound?
- Factory output: Ford’s North American plants ran at 85 % capacity in Q4, up from 68 % a year earlier.
- Incentives: Average discounts rose to $2,050 per vehicle, still below industry averages but enough to lure shoppers.
- Fleet surge: Commercial and government sales rose 11 % as businesses restocked aging vans and police interceptors.
Market Share Climbs
Ford’s slice of the U.S. light-vehicle market inched up to 13.2 %, according to Wards Intelligence, regaining ground lost to Toyota and General Motors during the chip crunch.
Looking Ahead
CFO John Lawler told investors the company will "stay disciplined" on pricing even as production ramps. Analysts warn that higher interest rates and a possible economic slowdown could test that resolve in 2025.
For now, Ford dealers are celebrating. “We’ve got metal on the ground and customers in the showroom,” Betts said. “That’s a good way to start any year.”