Ford's sales figures for February reveal a complex picture: while overall sales declined, certain vehicle segments, particularly large SUVs and the Mustang, showcased robust performance, contrasting sharply with a significant drop in electric vehicle sales.
Ford's February Performance: A Tale of Two Segments
Ford's February Sales Overview: A Mixed Bag of Results
In February, Ford experienced a 5.5 percent decrease in total sales, contributing to a 5.4 percent year-to-date decline. This overall downturn, however, masks the strong performance of specific models within its lineup, highlighting shifting consumer preferences.
Surge in SUV Popularity: Bronco, Explorer, and Expedition Lead the Charge
Large SUVs were a significant bright spot for Ford in February. The Explorer led this segment with an impressive 33.4 percent year-over-year increase, selling 20,100 units. The Bronco followed suit with a 27.6 percent rise, and the Expedition saw a healthy 26.2 percent increase in sales, indicating a strong demand for these larger utility vehicles.
The F-Series Dip: A Surprising Downturn for Ford's Top Seller
Conversely, the F-Series pickup, historically Ford's best-selling model, faced a challenging month. Sales for the F-Series were down 16.2 percent in February and have seen a 17.2 percent decrease for the year, representing a substantial volume loss compared to the previous year.
Mustang and Other Models: Glimmers of Growth
Beyond the large SUVs, the Mustang also enjoyed a remarkable sales surge, increasing by 54.5 percent in February, with year-to-date sales up 52.4 percent. Other models like the Bronco Sport and Ranger also posted gains of 12.4 percent and nearly 30 percent, respectively. Lincoln, Ford's luxury division, began the year strongly, with a 12.2 percent increase in February sales and an 11.0 percent year-to-date growth, driven by models like the Aviator and Navigator.
Electric Vehicle Sales Plummet Amidst Incentive Changes
Ford's electric vehicle segment experienced a sharp decline, largely attributed to the discontinuation of federal incentives. The Mustang Mach-E's sales dropped by 54.6 percent, and the F-150 Lightning saw an even more dramatic 76.3 percent fall. Overall EV sales were down 70.3 percent through February, a trend that is not expected to reverse quickly.
About the author
Edward Loh
Former editor-in-chief of Motor Trend, representing mainstream automotive media and testing expertise.
