In the U.S., the Ford brand sold 145,632 vehicles in January, which is about 3.6% more than a year ago. However, its sales of battery-electric vehicles (BEV) got off to a weak start this year.
Last month, Ford sold 4,674 all-electric vehicles, which is 11% less than a year ago and the lowest level since April 2023. This represents just 3.2% of the brand’s total volume, compared to 5-6% in late 2023.
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Ford was America’s No. 2 EV brand in 2023
In 2023, Ford sold a record number of over 72,000 all-electric vehicles, becoming the No. 2 brand in the segment after Tesla. But achieving significant growth in 2024 will be a challenge.
The decline in BEV sales can be attributed to the drop in Ford Mustang Mach-E sales by 51% year-over-year to 1,295 units. On the other hand, the Ford F-150 Lightning only saw a marginal decrease of 0.3% year-over-year to 2,258 units, while the Ford E-Transit van saw strong growth with 1,121 sales (up 214% year-over-year).
Ford BEV sales last month (YOY change):
- Ford Mustang Mach-E: 1,295 (down 51%)
- Ford F-150 Lightning: 2,258 (down 0.3%)
- Ford E-Transit: 1,121 (up 214%)
- Total: 4,674 (down 11%) and 3.2% share
In 2023, Ford sold over 72,000 all-electric vehicles in the U.S., accounting for 3.8% of the brand’s total volume.
Ford BEV sales in 2023 (YOY change):
- Ford Mustang Mach-E: 40,771 (up 3%)
- Ford F-150 Lightning: 24,165 (up 55%)
- Ford E-Transit: 7,672 (up 18%)
- Total: 72,608 (up 18%) and 3.8% share
Ford F-150 Lightning
The Ford F-150 Lightning saw 2,258 units sold, down by 0.3% year-over-year. In response to the challenging market situation, the manufacturer has adjusted the 2024 pricing and production plan recently.