By on August 4, 2018

In a market that shrunk 3.7 percent in July, Ford managed to escape the steep volume loss seen by some of its rivals. Still, the Ford brand saw a year-over-year U.S. sales drop of 2.7 percent last month, with its Lincoln division falling 11 percent. Over the first seven months of 2018, both brands posted a loss — 1.6 percent for Ford, 10.8 percent for Lincoln.

For the Blue Oval, at least, that’s in line with forecasters’ estimates of a slow industry decline in 2018. Lincoln’s another matter.

A peek at Ford’s sales figures shows why Dearborn hasn’t much love for cars. Minus the Fiesta, which you won’t have to worry about much longer, every other Ford passenger car model declined in both July and 2018 (with the niche exception of the GT). Try as they might, Ford’s truck sales couldn’t replace the lost passenger car volume, but they certainly dumped more cash in Ford coffers — on average — for each model sold.

It’s become a safe bet that no matter how Ford Motor Company fares at sales time, the F-Series will do just fine.

And that was certainly the case in July. As car sales across both brands shrunk by 27.7 percent, sales of Ford trucks rose 10.2 percent, led by a 2.1 percent increase in sales of the world’s strongest-selling truck line: the F-Series. Year to date, F-Series sales are up 4.6 percent, with July being the 15th consecutive month of year-over-year sales gains.

No other vehicle comes close to the F-Series’ volume, certainly not in the FoMoCo stable, though it’s worth mentioning that the Transit commercial van posted a 190.9 percent year-over-year increase in July.

2018 Ford F-150 - Image: Ford

With less overall volume, Ford’s Canadian sales are naturally more variable than in the United States. F-Series sales declined by 100 units north of the border — a statistically insignificant amount. More concerning for Ford Canada, however, is the model line’s 6.7 percent loss over the first seven months of 2018.

You see, despite their high taxes and gears-grinding pump prices, Canadians love their trucks, and they especially love their Ford trucks.

In the U.S., passengers cars accounted for 20.3 percent of the Ford brand’s YTD volume. In Canada, that share amounts to 11.9 percent. Over 88 percent of Blue Oval vehicles sold north of the border are crossovers, SUVs, vans, or pickups, and sales of just the F-Series line made up 48.3 percent of the brand’s volume in 2018.

In the U.S., the F-Series’ share of Ford’s sales this year amounts to 36.9 percent — a huge number, for sure, but nothing like in Canada. It’ll be very interesting to see how the Ranger fares in both countries when that midsize pickup finally appears on the market.

[Image: Ford Motor Company]

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28 Comments on “Ford’s F-Series – A Cross-border Comparo...”


  • avatar
    Lie2me

    The Ranger will probably do just fine although late to the mid-size truck party. I’m more anxious to see the Bronco, Nautilus, Explorer come to market

    • 0 avatar
      dwford

      The Ranger will sell well, despite it being an outdated design with a new grill (just like the EcoSport). The Nautilus and Explorer will do well. It is the Bronco and the other, smaller off road SUV Ford has coming that will be interesting to watch. Can Ford expand the rugged SUV market beyond the few competitors (Wrangler, 4Runner…..I’m thinking….)

    • 0 avatar
      EBFlex

      The Nautilus is already out. And it’s doing terribly.

  • avatar
    stingray65

    You mean Canadians buy those environmentally nasty pickups and SUVs just like those crazy Americans to the south? I thought Trudeau had converted the whole country to eco-friendly dog sleds, snow shoes, and fairy dust powered EVs.

    • 0 avatar
      Lie2me

      Why don’t you just call the whole country a bunch of snowflakes and be done with it? Troll scale = “D-” Needs improvement

      • 0 avatar
        Lou_BC

        In Canada, calling someone a snowflake isn’t much of an insult since snow dominates the landscape and the populace for the bulk of the year.

        • 0 avatar
          Lie2me

          Kind of like when the British call us “Yanks”, They think they’re insulting us and we really don’t care

          • 0 avatar
            Sub-600

            Snowflakes? We had over 150” of them last winter. It was great fun barreling through them in my fine FCA automobile.

          • 0 avatar
            Lie2me

            Where do you live, the Arctic Circle?

          • 0 avatar
            Sub-600

            Syracuse, NY. We get what’s called lake effect snow. Canadian air blows over the relatively warm water of Lake Ontario and produces bands of heavy snow. Driving becomes an adventure sometimes.

          • 0 avatar
            Lou_BC

            Winter is one of the reasons why trucks sell so well in Canada. Trucks hold up well to the winter weather and carry or tow your winter toys.

            “Where do you live, the Arctic Circle?”

            That is a misconception. View the arctic as a frozen desert.

          • 0 avatar
            Lie2me

            I was just kidding, Sub sounded like he was coming in north of the border, but it’s worse, the western NY snow-belt

          • 0 avatar
            Big Al from Oz

            Sub,
            My grandfather had a corn farm Upstate near you around the Finger Lakes, Ithaca.

            I remember going up during summer vacation. Memories.

          • 0 avatar
            Sub-600

            @Big Al The Finger Lakes region is still very nice, lots of wineries. Outside of Cornell University, Ithaca is getting pretty run down, lots of poverty.

          • 0 avatar
            Art Vandelay

            @sub600 big deal. I year rounded a supercharged NA Miata on all seasons 80 miles north of you are Fort just Drum for 3 years. Just drive it like the road is a dirt track.

          • 0 avatar
            Sub-600

            @Art Vandelay You were in the 10th Mountain Division? Good for you. I would drive like it was a dirt track if I was in Watertown, in a congested city like this it would turn into a demo derby rather quickly. An added bonus here are the hordes of immigrants in uninsured/unregistered/uninspected vehicles. I give them credit though, some of them are less than a year removed from having never driven a car or having seen snow. Dangerous nonetheless.

  • avatar
    Big Al from Oz

    The F Series sells well in the US. I’d like to know the profit on the aluminium wunder trux. Judging by the Chinese RubberMaid interior I’d say a Ram or even a Silverado are more profitable.

    The Ranger, for a “dated” design has done well incorporating tech.

    I personally believe the Ranger would be the pick for a daily driving hack.

    It will be interesting to see what changes or “Americanisation” the Ranger will see.

    Capability will be the first loss like we witnessed with the Colorado, but the US Colorado does have better styling.

    I hope the 3.2 is offered in the US, we need a 2.7 EcoThirst, not the 2.3.

    • 0 avatar
      DenverMike

      @BAF0 – Nope they’re probably saving the 2.7 for THE RAPTOR JR, and maybe eventually an option for top trim, 4×4, crew cab Rangers. V8 “power levels” are getting to be a must for midsize pickups.

      V6 power levels means “real world” gas-pedal deep in the carpet fibers just to get out of your own way when empty, just hauling air.

      The Silverado/Sierra hasn’t come close to outperforming F-series profitability, even when it’s outsold F-series, never mind with most Silverados/Sierras built in Mexico! It’s by a wide margin for your info.

      If you think F-series interiors are cheap/plasticky, check out GM and Ram. Except all are built to take impact from Skil Saws, lunch pales, laptops, even 2X4 studs bouncing around cabs, work areas, lumber yards, etc.

      We actually use our trucks for work occasionally.

      For me their interiors are mostly for withstanding big dog paws/claws when I gotta hit the brakes hard or fast turns. They’re “trucks”, not Audis so even the most conscientious of passengers will automatically plant shoes on the dash.

      Then again I’ve had 2 cans of Coke explode in my interior this week.

      Also for your “info”, the pickups are the same, chassis-wise. Aussie/African market pickups “lose capacity” coming to the US thanks to different rating systems. Or lack of rating systems where you’re at.

      Your capacity ratings, GVWR especially, are left entirely up to pickup manufacturer’s (marketing) sense of humor!

    • 0 avatar
      Art Vandelay

      65k and not one issue. I’m sure those turbos will shoot their guts through the hood any day now. My travel trailer is only 5500 pounds though so maybe I don’t work it enough.

  • avatar
    thornmark

    Lincoln has assumed the position of Mercury: a tarted up Ford for people of questionable taste.

    Lincoln deathwatch is just as relevant as Buick deathwatch. Ford would be smart to just drop Lincoln and stop wasting money to chase a market that eschews it.

    Buick and Lincoln are your father’s OLDsmobile.

    • 0 avatar
      Lie2me

      I don’t know, without Mercury I think Lincoln has a chance, they’re developing a nice stable of SUVs and crossovers for the near-luxury market. The Navigator is doing well and I think the new Aviator will do just as well. The Continental will not be missed

    • 0 avatar
      Carroll Prescott

      Sorry, idiot, but Ford moved upscale and that made Mercury irrelevant. Lincoln is offering products with compelling interiors. Perhaps you should get out of your recliner long enough to become informed.

  • avatar
    Detroit-Iron

    Is there a reason why every article about sales figures on this site always mentions the Canadian market but never mentions the Mexican market? The population of Mexico is over three times that of Canada.

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