Ford's 17% Retail Sales Growth in Q4 2024: A Closer Look

Ford Motor Company reported a robust 17% retail sales growth in the fourth quarter of 2024, driven by strong demand for its diverse powertrain offerings and popular vehicle models. This impressive performance contributed to Ford's overall sales growth and market share expansion in the United States.

The F-Series truck lineup played a significant role in Ford's overall sales performance in 2024. The F-Series was America's best-selling truck for the 48th consecutive year, with retail sales growing by 25% in the fourth quarter. All F-Series powertrain options (gas, diesel, hybrid, and electric) saw year-over-year sales growth in the final month of 2024, demonstrating the strength of Ford's Freedom of Choice strategy. The F-Series' success also contributed to Ford's record sales of electrified vehicles, with the F-150 Lightning setting a new sales record of 33,510 units, up 39% from 2023.



Ford's diverse powertrain offerings, including hybrid, plug-in hybrid, and electric vehicles, significantly contributed to its sales growth in 2024. The company sold a record 285,291 electrified vehicles (HEV, PHEV, and electric) in 2024, up 38% from the previous year. This outpaced GM and Stellantis' electrified vehicle sales for the full year. The Ford Power Promise program, which includes a complimentary home charger with standard installation 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 record with 30,176 electric vehicles sold. Ford extended this program into 2025 to build on the momentum of record sales growth.

Ford's strong SUV sales also played a crucial role in its overall sales performance. The company's SUV sales totaled 771,042 for the year, with the Bronco family selling 233,873 units. The Ford Explorer remained America's best-selling three-row SUV, with sales totaling 194,094. The Expedition also saw a 6% increase in sales, with the all-new Expedition ready to launch in Q1 2025.



Ford Pro Vehicles and Intelligence Software sales also contributed to the company's overall sales growth. Ford Pro Intelligence software platform subscriptions, based on end-of-quarter estimates, were up about 27% year-over-year. This growth can be attributed to the increasing demand for connected and intelligent vehicle solutions in the commercial sector.

In conclusion, Ford's 17% retail sales growth in Q4 2024 was driven by the success of its F-Series truck lineup, diverse powertrain offerings, and strong SUV sales. The company's focus on providing customers with a variety of powertrain options and vehicle types, combined with its commitment to innovation and customer support, contributed to its overall sales growth and market share expansion in the United States. As Ford continues to invest in electrified vehicles and connected technologies, it is well-positioned to maintain its competitive edge in the rapidly evolving automotive market.