Ford reports the latest April 2024 sales numbers and several vehicles immediately stand out for good and for bad reasons. The Ford Maverick is still selling like hot cakes, but the same cannot be said for the Ford Ranger and the F-Series truck.
Compact Pickup Trucks
| April 2024 | April 2023 | % Change | |
| Ford Maverick | 12,077 | 6,583 | +83.5% |
| Hyundai Santa Cruz | 2,956 | 3,590 | -18% |
Ford is currently on pace to sell around 150,000 Ford Maverick compact pickups in the United States in 2024. This would be an amazing result. The Maverick sales also far outpace the Hyundai Santa Cruz (its main competitor), which is seeing a significant decline over the same time period.
Ford Ranger & F-Series
Let’s take a look at the Ford Ranger and the Ford F-Series trucks. Other manufacturers have not reported April 2024 sales, so we cannot directly compare at this time.
The redesigned 2024 Ford Ranger trucks are now arriving at dealers. This includes the new Ranger Raptor. You can see that the Ranger sales improved slightly in April (by +3%). However, the Ranger sales are down -60.2% so far this year. If Ford can increase the Ranger truck production at their Wayne, Michigan facility, we should see a sharp increase in Ranger sales in the coming months.
The Ford F-Series (including the F-150, F-250, F-350, F-450, F-550, and F-600 trucks) are down -7.2%. This is a worrisome figure. The F-Series is Ford’s best selling vehicle and it is most important for their business. We will have to wait and see if the new 2024 F-150 trucks can sell in greater numbers.
One bright spot is that the sales of the all-electric Ford F-150 Lightning is up +56.6%. Many headlines say that Ford cut production estimates for the Lightning EV, but they are still delivering more trucks than last year. Ford is currently on pace to sell around 30,000 F-150 Lightnings in 2024.
| April 2024 | April 2023 | % Change | |
| Ford Ranger | 4,327 | 4,201 | +3.0% |
| Ford F-Series | 64,568 | 69,595 | -7.2% |
| — F-150 Lightning | 2,090 | 1,335 | +56.6% |
Ford Transit
Ford’s full-size van market also continues to grow. The Transit and the all-electric E-Transit are both improving their sales numbers last month and for this year. All-electric trucks and vans are proving popular with large fleet buyers who run predictable daily routes and are looking for lower total cost of ownership.
| April 2024 | April 2023 | % Change | |
| Ford Transit | 12,412 | 9,406 | +32.0% |
| — E-Transit | 1,036 | 558 | +85.7% |
Here is a look at the updated 2024 Ford F-150 truck lineup.
