Huge F-Series Sales Are Propelling Ford's Market Share Higher as Every Ford Car Fades

Timothy Cain
by Timothy Cain

Even with an all-time first-half U.S. sales record, Ford’s SUVs and crossovers huge year-over-year gains weren’t enough to counteract the significant losses in Ford’s car lineup.

And that’s where the Ford F-Series steps in.

Overall Ford Motor Company sales rose 4.4 percent in the first half of 2016. At the Ford brand, specifically, every passenger car nameplate produced fewer sales than during the same period in 2015.

Collectively, the C-Max, Fiesta, Focus, Fusion, Mustang, and Taurus slides resulted in 37,236 fewer first-half sales, a 9-percent drop.

On the other hand, Ford’s five utility vehicles — Edge, Escape, Expedition, Explorer, Flex — added 31,243 sales, a 9-percent increase in 2016’s first six months.

Ford’s pickup trucks and commercial vans, then, bear much of the responsibility for the market share gains produced at Ford so far this year.


F-Series sales are on track to rise above 850,000 units by year’s end, making 2016 the first year since 2005 that F-Series sales will have climbed beyond the 800K mark. After earning 35 percent of the full-size truck market in 2015’s first-half, F-Series market share grew to 37 percent during the same period this year.

2015 was the first calendar year since 2009 that the joint efforts of GM’s full-size twins — Silverado and Sierra — resulted in more GM full-size truck sales than Ford produced.

But the F-Series outsold the GM twins by more than 15,000 units over the last six months. With average transaction prices well above $40,000, the F-Series is not just responsible for a massive chunk of Ford’s volume, it produces an inordinate amount of the Blue Oval’s profits, as well.

For every lost passenger car sale at the Ford brand in the first-half of 2016, Ford added more than one pickup truck sale.


Along with the F-Series’ tight grasp on the commercial-vehicle market, Ford’s commercial van lineup is also a mighty force.

The Transit Connect is losing market share (and sales) as new rivals join the mix, but the larger Transit produces more than four out of every ten full-size commercial van sales in the United States.

Indeed, the Transit doesn’t simply outsell all other commercial vans; it also outsells every people-carrying MPV from Toyota, Honda, Dodge, and Chrysler. Transit volume is up 36 percent, year-over-year, a gain of nearly 21,000 units.

Despite a lineup largely limited to chassis cab variants, Ford is still selling E-Series products, too. E-Series sales are down 2 percent this year but actually increased 9 percent in the month of June.


Pickups clearly float Ford’s boat — the F-Series outsold the Ford brand’s entire utility division by a handful of units in the first-half of 2016 — but FoMoCo SUVs and crossovers are climbing faster than the market average.

Nine vehicles across two brands collectively recorded a 9-percent increase to begin 2016 as the overall SUV/crossover sector grew 8 percent.

Without exception, every Ford and Lincoln passenger car is in decline.

With only one exception — the Lincoln Navigator’s modest 1-percent downturn — every Ford and Lincoln utility vehicle is on the upswing.

[Images: Ford. Chart, © 2016 Timothy Cain/The Truth About Cars]

Timothy Cain is the founder of, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures. Follow on Twitter @goodcarbadcar and on Facebook.

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  • Scoutdude Scoutdude on Jul 11, 2016

    One correction Ford does not offer a Cab and Chassis version of the Econoline and they never officially did. They offer a Cutaway version with a big open space where the back of the cab would be and a stripped chassis version that has no cab. The Transit is available in a C&C version as well as a Cutaway, but their GVW stops where the Econoline's starts.

  • Raph Raph on Jul 11, 2016

    Hah, the most accurate description of Ford I've ever read was that it was a truck company that happened to sell cars. Not to bad I guess as long as they don't pull the same crap they did in the 90'S and let the car side languish.

    • See 1 previous
    • PrincipalDan PrincipalDan on Jul 11, 2016

      @highdesertcat In the 90s Ford was described as a "bank with a healthy car loan business that happened to sell cars."

  • Leonard Ostrander We own a 2017 Buick Envision built in China. It has been very reliable and meets our needs perfectly. Of course Henry Ford was a fervent anti-semite and staunch nazi sympathizer so that rules out Ford products.
  • Ravenuer I would not.
  • V8fairy Absolutely no, for the same reasons I would not have bought a German car in the late 1930's, and I am glad to see a number of other posters here share my moral scruples. Like EBFlex I try to avoid Chinese made goods as much as possible. The quality may also be iffy, but that is not my primary concern
  • Tsarcasm No, Japan only. Life costs by Rank:#1 - House (150k+)#2 - Education (30k+)#3 - Automobile (30k+) why waste hard earned money in inferior crap => Korean, Chinese, and American cars are trash. a toyota or honda will last twice as long.
  • Tassos In the 90s we hired a former PhD student and friend of mine, who 'worked' at GM "Research" labs, to come work for us as a 'temp' lecturer and get paid extra. He had no objection from GM, came during the day (around 2 PM), two hours drive round trip, plus the 1.5 hour lecture, twice weekly. (basically he goofed off two entire afternoons out of the five) He told me they gave him a different model new car every month, everything (even gas) paid. Instead of him paying parking, I told him to give me the cars and I drove them for those 90 mins, did my shopping etc. Almost ALL sucked, except the Eldo coupe with the Northstar. That was a nice engine with plenty of power (by 90s standards). One time they gave him the accursed Caddy Catera, which was as fun driving as having sex with a fish, AND to make it worse, the driver's door handle broke and my friend told me GM had to pay an arm and a leg to fix it, needed to replace almost the whole damned door!