By on October 6, 2016

2017 Ford F-150 XLT SuperCrewSeemingly in response to a story we published on TTAC last month on the subject of the Ford F-Series’ otherworldly dominance north of the border, Ford Canada reported yet another all-time monthly F-Series sales record in September 2016.

And as if outselling its two top rivals — combined — through the first two-thirds of 2016 wasn’t enough to clarify the degree of dominance exerted by the F-Series in Canada, the F-Series outsold the second, third, and fourth-best-selling pickup trucks — combined — in September 2016.

And the numbers get even crazier.

Nearly one out of every ten new vehicles sold in Canada in September was a Ford F-Series pickup truck.

The F-Series truck range, on its own, outsold every auto brand in Canada except for Toyota.

Honda, the third-ranked brand, builder of Canada’s best-selling car and third-ranked utility vehicle, trailed the F-Series by 50 sales last month.

The six top-selling upmarket brands — Mercedes-Benz, BMW, Audi, Lexus, Acura, Cadillac — were collectively outsold by the F-Series by a 314-unit margin.

The entire passenger car market, some 150 different models, didn’t quite produce four sales for every F-Series acquisition.

In fact, the F-Series, with 15,659 September sales, outsold Ford. Sales of non-pickup Fords were down 5 percent to 13,631 units in September. Canada full-size pickup truck sales chart September 2016But it is the F-Series’ preeminence in Canada’s pickup truck market, specifically, that truly highlights the Blue Oval truck line’s September success. Combined, the second-ranked Ram P/U, third-ranked GMC Sierra, and fourth-ranked Chevrolet Silverado mustered a total of 15,424 sales, 235 shy of the Ford.

Compare this with the United States in September, where the F-Series’ three top rivals combined for 64-percent more sales than the Ford. Year-to-date, the GM twins alone are only a whisker behind the F-Series before the Ram’s 361,086 sales are added into the mix.

Yet north of the border, 48 percent of the full-size trucks sold in Canada in September (and 43 percent through the first nine months of 2016) were Ford F-Series pickups.

It’s partly a pricing story. But the F-Series’ sometimes hefty Canadian incentivization only tells part of the story. Big discounts only serve to bring the F-Series range in line with the competition. Canada’s affection for the F-150 and its heavy duty cohorts must go beyond its affordable pricing scheme.

But affordable it is. We told you last month about an F-150 SuperCrew XLT 4×4 3.5 EcoBoost discounted to CAD $37,990, or roughly $29,000 in U.S. terms, for a truck priced at $41,140 in the U.S.

That seems to do the trick.

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

[Image: Ford Motor Company]

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31 Comments on “Ford F-Series Hits All-Time Canadian Record In September, Outsells Three Top Rivals Combined...”


  • avatar
    Firestorm 500

    Smart Canadians.

  • avatar
    Lou_BC

    Paging Big Al……….

  • avatar
    klossfam

    The Canadians shame us as “Truck Nation”…I have a cottage in Central Ontario and nearly every Canadian friend and neighbour has a F150…and the couple that don’t have a RAM 1500 (like me)…As noted, however, the incentives are crazy…If you remotely need (and have room to park) a full size truck in Canada, you are nuts not to buy one on value alone…even with regular gas at approx $3.65 CAD ($2.79 USD) a US gallon…

    • 0 avatar
      Lou_BC

      I cut and pasted this from the Ram thread. It fits better here.

      I took a very quick look at discounts in Canada.
      Ram – 12k off
      Ford – 0% finance 84 months and 1,500 cash bonus and 2k off delivery allowance
      Chevy/GM – 13k off HD’s, up to 10K 1/2 ton “selected models”, or no lease payments until 2017
      Nissan Titan XD – 14k off

      In Canada new releases don’t usually have big discounts.
      Ford is coming out with the revised 3.5 EB and 10 speed.
      Ram moves on discounts. When the “great recession” hit the local “repo” yards were full of Ram 1500’s.
      GM’s GMT K2XX trucks were in short supply when they were first released. I don’t think the new look is as popular, that would explain the huge discounts.
      Colorado/Canyon sell at full MSRP. I do believe cannibalization of 1500’s is a part of the problem.
      Titan XD – failure.
      Tundra – they don’t tend to sell with big if any discounts in Canada. The “I’m pizzed off at “domestics”/”I only buy Toyota” crowd buys those trucks.

      • 0 avatar
        theonlydt

        Aye, but in September the deal from ford was 10k to 14k off list price, and then 3% financing. That was craaaaaazy.

        October the deals for F150 are really poor, they obviously wanted to shift every 2016 they could that month to make room for 2017 either this month or next?

        TitanXD is a nice truck. With $15k off currently it’s tempting, but I don’t actually want or need a truck. I just like good deals.

      • 0 avatar
        derekson

        If the Colorado/Canyon can sell at MSRP then how is cannibalization a problem? Sounds like a win for GM to sell those at MSRP vs a full sized truck with 10k+ on the hood.

        • 0 avatar
          Lou_BC

          derekson – do you think that a 9/10th size truck costs much less that a full sized 1/2 ton to build?
          Even with big discounts I’m willing to bet that there is more profit in a full sized pickup.
          GM used to have multiple nameplates selling overlapping products. That didn’t work out too well for them.
          There is an obvious market for smaller trucks.
          If one looks at Ford, they have one pickup line – F Series. I believe that it would be safe to say that Ford is making more money selling that one line than GM with two divisions selling two lines each.

    • 0 avatar
      stuki

      Some years ago, I visited a Ford dealer in interior BC, and he had 150 trucks, and 4 cars, on the lot. Even in Texas, things aren’t that lopsided. And all he had was Crew Cabs. By far most of them, with the longest bed available for that model truck (6.5 for the F150, 8 for the Superdutys..) The BC interior is a big place with room to park, so I guess, why not?

      • 0 avatar
        Jagboi

        They will all be commercial work trucks in that part of BC. Logging, mining and oil&gas need the crew cabs and big box. I bet 95% of the trucks that could be ordered with a diesel had it too.

        • 0 avatar
          Lou_BC

          Jagboi – when it comes to 1/2 tons, no not really. HD’s definitely tend to be more likely to be a work truck whether it be fleet or small contractor. Fleet trucks are base trim gassers and small business guys tend to buy Lariats and Platinum’s all with diesels.
          The biggest Ford dealer in my region currently lists 408 units. F150=196, HD’s=14. They list 7 F450’s but last time I drove past they only had 2 that had pickup boxes. The rest had commercial bodies. They also list 15 F550’s. They have 46 cars and 67 SUV’s. I didn’t tally vans but the number wasn’t very high. I do not think that their web site is up to date since I know that there are more than 14 HD pickups on their lot.

          I tend to like the snout of the 2017 HD more than the previous model. At first glance you would not think that the HD’s share the same cab with the F150,

  • avatar
    brn

    Would it be possible for the advertisement to be BELOW the text in the graph? All I see is some bars with some numbers. The advertisement covers up the rest, so it’s difficult to know what I’m looking at.

    • 0 avatar
      brn

      After having submitted the above, the page refresh removed the ad, so now I can see what I’m looking at. Um, thanks!

      The text of the article is correct, but your title is incorrect. The title states they outsold the next top three combined. That’s not true. The text in teh article states they outsold the next top two combined. That is correct.

      • 0 avatar
        Timothy Cain

        You are wrong. The F-Series outsold Ram, Sierra, and Silverado 15,659-15,424 in September.

        “And as if outselling its two top rivals — combined — through the first two-thirds of 2016 wasn’t enough to clarify the degree of dominance exerted by the F-Series in Canada, the F-Series outsold the second, third, and fourth-best-selling pickup trucks — combined — in September 2016.”

        The F-Series has outsold the two top rivals combined year-to-date; the three top rivals in September.

  • avatar
    eggsalad

    I have no need for a truck. I have no use for a truck; all I do is commute, run errands, and take the occasional road trip.

    I’ve owned trucks before and feel like they make for lousy cars.

    All of that having been said, I can’t stop myself from lusting after the $25k F-150XL Regular cab/short box, with the 2.7 EcoBoost and the 101A package that the local Ford dealers are pushing.

    I hate being irrational!

  • avatar
    Firestorm 500

    Get the truck. You’ll be glad you did.

  • avatar
    claytori

    My weekend place is in Midland, Ontario, population 16.500. The local Ford dealer (Bourgeois) has ~200 F-Series in stock. As I understand it, these are “sold”. When you drive by you wonder how this little town can gobble up all those trucks. They are all over the lawn, in the ditch, everywhere. Can you say “Channel Stuffing”?

    • 0 avatar
      stuki

      It may be a destination dealer for a larger than local upland.

      The largest FCA (Jeep, Chrysler, Ram….) dealer in the world, Dave Smith, is in some little, population 2000 or something, town in the middle of the woods of Idaho. They sell 10,000 cars and trucks a year out of there every year, with people fly-and-buy’ing in from all over the place, all the way up to Alaska.

      • 0 avatar
        Scoutdude

        Dave Smith dominates that town. Drive around the area and there are lots of FCA and GM cars everywhere. Vacant lot, closed grocery store, lumber yard? Dave will pack it with cars, trucks, trucks and more trucks.

        I’m not sure if they still do it they used to be willing to fly you in from just about anywhere, pick you up at the airport and give you a hotel room. Of course if you don’t sign on the dotted line you are on your own to get back home.

        • 0 avatar
          Lou_BC

          The big FCA dealer in our region advertised being the number one volume dealer in Canada. They will ship anywhere but they are part of a national chain so I wonder if some embellishment is going on. I haven’t seen that advertising lately. Well, not since the principal and the dealership “parted ways under mutually agreeable terms” and fired the sales manager.

  • avatar
    Fordson

    As I had said in the other piece Cain references, probably 90%-95% of Canada is snow country…I live one half mile from Ontario along the Niagara River…25 miles north of Buffalo, NY.

    Maybe…just maybe, Canadians appreciate the concept of choosing a truck that won’t be subject to body corrosion – ? I know what my friends who buy F150s here in New York State, 25 miles from Buffalo, are saying…

  • avatar

    The mid size truck segment is gaining momentum in Canada especially the Tacoma. It makes sense for Ford not having a mid size truck to “throttle up” on the F150 to counter the mid size segment.

    Plus it was the end of the quarter, and a good way to send a forceful message to the competition. While gaining sales in “urban” centers with Alberta in the economic doldrums.

    An F150 is exceptional value as a full size sedan with a box, a 120 liter gas tank, and back up camera to facilitate parking.

    FCA with the Ram was the biggest loser in September, down 2,000 units.

    • 0 avatar
      Timothy Cain

      I wouldn’t want to overstate the rise of midsize trucks in Canada, although their collective volume jumped 40% in September (and 26% YTD) as full-size trucks slid 0.5% in September (and rose 8% YTD). So far this year, midsize trucks’ share of the overall pickup truck market in Canada is up from a low 6.8% in 2015 to a low 7.9% in 2016. Hardly inspiring numbers. These are trucks that own 16.8% of the U.S. pickup truck market.

      Small/midsize trucks owned more than 20% of the Canadian pickup truck market a decade ago. http://www.autofocus.ca/news-events/canadian-car-and-truck-sales/midsize-truck-sales-are-rising-but-the-segment-isnt-what-it-used-to-be

      • 0 avatar
        Lou_BC

        @Timothy Cain
        Locally I see Colorado/Canyon twins on a daily basis. They definitely fall into the “personal use” theorem of Big Al. As far as their “superior” offroad attributes I have yet to see one that looks like it has seen anything more than a dirt driveway. The new Tacoma doesn’t appear to be all that common. The previous gen Tacoma is very common with a small percentage of them sporting mild lift kits and winch bumpers. Most look like they’ve been driven offroad. Nissan Frontier’s are rare.

        @Fordson – I do believe that trucks are popular due to winter conditions. You got the ground clearance and mass to be able to push through some very deep snow. Winter storms and traffic packing down snow and rutting up streets make trucks a good choice. Freeze/thaw cycles are much more frequent now making pot holes the norm. A truck’s larger tires and more heavy suspensions reduces the risk of tire and suspension damage. My truck just turned 6 and I had the alignment checked. They said it was as good as new.

  • avatar
    formula m

    Ford Canada had employee pricing on all September and our local store was even open the last Sunday of the month. Advertising $25,900 for an extended cab xlt (probably 2wd). That’s a lot of vehicle for the money compared to a $25k compact car.

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