Ford's F-Series - A Cross-border Comparo

Steph Willems
by Steph Willems
fords f series a cross border comparo

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.

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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4 of 28 comments
  • Thornmark Thornmark on Aug 04, 2018

    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.

    • See 1 previous
    • Carroll Prescott Carroll Prescott on Aug 07, 2018

      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.

  • Detroit-Iron Detroit-Iron on Aug 06, 2018

    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.

  • FreedMike All 35 units, eh?
  • Kwik_Shift Good looking wagon.
  • Kwik_Shift I'm kind of excited to check one out. Local dealers are anticipating 3 months for the first one to come in.
  • Jkross22 We're all being a little unfair to GM. It could be worse. They could have partnered with Microsoft to deliver RT - that wonderful tablet OS that couldn't run any legacy MS products - and brought it to the car. Or Win 95 and Clippy.
  • JMII The change could help GM better collect data from its drivers and passengers, and it could also be used as a foundation if GM decides to charge for subscription services.Could? Like the sun *could* set in the west today?Things didn't so well when BMW tried to charge for this service. This will go VERY badly for GM. Can you imagine the customer service calls?Customer: hello I am trying to hook up my phone to my new car but it isn't workingGM: we offer Google services nowCustomer: ok I use Google all the time, but how do get the stuff on my phone to show on the screen?GM: its doesn't work that way, your phone is not involved at all, just enter all your personal information again into our system and we will manage it for youCustomer: ummm... my [insert name of competitive vehicle here] doesn't work that way.GM: but we've made it easier for youCustomer: seriously, you don't support Apple nor Android? Guess I shouldn't have bought this POS, I'll be sure to tell all my friends to never buy a GM product, have a nice day.GM: ...This ultra-mega-dumb even for GM. I assumed if anything moving forward technology wise more OEMs would stop developing their own systems as a cost savings measure and just let the phone OS handle everything. Seems data collection is more important. Well as long as TikTok isn't installed we are safe right?