Ford Second Quarter Sales Rise 14.2%; Market Share Surges on Truck, Hybrid, SUV Strength
Momentum matters, and in the past few months we have had plenty of it.
In April, we introduced the Ford Motor Company: From America, For America employee-pricing-for-all campaign, helping make Ford the No. 1 selling brand in America for the first half of the year.
Total sales climbed in the second quarter at a pace of about seven times the overall industry growth rate. Whether a Bronco Sport headed for the lake, an F-150 bound for the jobsite, or a Mustang ready for summer road-trip season, customers responded to the straightforward promise — pay what a Ford employee pays.
Success like that is energizing, but it also gives us something even more valuable: a chance to listen and further improve.
What customers told us
Employee pricing for all was easy to understand and resonated with customers. But we also heard from our Ford and Lincoln dealers that more customers could benefit if we could reduce the upfront, out-of-pocket expense to buy or lease a vehicle.
Many families have seen their savings go toward higher mortgage rates and summer travel costs. They want a new vehicle but also want options that allow them to forgo an upfront down payment.
So, beginning July 8, we’re evolving. The employee pricing for all campaign transitions to the 0-0-0 summer sales event1. It features zero down payment, zero percent interest for 48 months2, and zero payments for the first 90 days on most of our Ford and Lincoln vehicles.
It’s the same transparent, easy-to-shop approach for our customers. And for those interested in an electric vehicle, we are extending the Ford Power Promise through Sept. 30.
Why now?
Summer is peak driving season. Families are on the move; students are preparing for the fall; and small-business owners are gearing up for a strong second half. A lower upfront cost lets them get into the vehicle they need today instead of waiting.
We know the cost of ownership also weighs on consumers’ minds. And we’ll provide you with a two-year Ford Protect Premium Maintenance Plan on us. That’ll cover things like oil changes and tire rotations. We know that the average age of a vehicle on U.S. roads today is about 13 years, creating for many customers the need for a new car.
When we say Ford Motor Company: From America, For America, that includes real-world budgets.
We will always adjust when customers tell us there’s a better way to serve them. Our employee-pricing program proved that transparent, national offers resonate.
Our new summer sales campaign program proves that listening never stops.
Rob Kaffl is Ford director, U.S. sales and dealer relations.
2025 model year Raptor vehicles, Bronco Sport, Bronco, Expedition, Maverick, Ranger, Transit, Super Duty and Lincoln Navigator are excluded.
2024 model year Raptor vehicles, Maverick, Ranger, Transit (non ICE Cargo/Van), Super Duty (non XL pickups), F-150 Lightning and Mustang Mach-E are excluded.
1 0/0/0 = $0 down payment, $0 first-month payment, 0% interest for 48 months and zero payments for 90 days. Tax, title, license, and dealer fees extra. Not all buyers will qualify. Residency restrictions apply. See dealer for details.
2 Payment shown is the finance-charge-equivalent of 0% APR over 48 months on MSRP after average dealer discount; actual retail installment contracts may vary by dealer and customer qualification.
