Ford Motor maintained its position as the third-largest automaker in U.S. sales during the third quarter, narrowly surpassing Hyundai Motor, which had been forecast to overtake Ford for the first time according to a Cox Automotive forecast last week [1]. Ford reported a 6.6% year-over-year decline in light-duty vehicle sales, totaling 507,395 units, while Hyundai, including its Kia and Genesis brands, posted a 5.4% increase to 506,200 vehicles sold in the same period [1].
Despite the close margin, Ford retains an 89,700-unit sales lead over Hyundai for the year through the third quarter, based on company data [1]. Ford's sales performance was impacted by ongoing production challenges, particularly with its F-Series pickup trucks, following two supplier fires last year that disrupted output and sales [1]. Additionally, Ford faced tough year-over-year comparisons due to the discontinuation of models such as the Ford Escape [1].
F-Series sales were down only 1.9% in the third quarter, with inventories and sales improving, according to Rob Kaffl, Ford's head of U.S. sales, who expressed optimism for a strong fourth quarter as earlier headwinds subside [1]. However, the F-150 Lightning electric pickup truck saw a dramatic 97.1% sales decline, reflecting Ford's broader challenges in the electric vehicle segment, where year-over-year sales dropped 67.5% through September, including an approximately 80% decline in the third quarter [1]. The company attributed these tough comparisons to record EV sales in the prior year, driven by expiring federal incentives [1].
Ford downplayed Hyundai's proximity in sales, noting that Kia and Hyundai operate separately in the U.S. despite their shared corporate parent [1]. The Ford brand itself saw a 6% sales decline, while its luxury Lincoln brand was down 18% in the quarter [1].
CONCLUSION
Ford managed to retain its No. 3 U.S. sales position in the third quarter by a slim margin over Hyundai, despite facing production challenges and significant declines in electric vehicle sales. While Ford's leadership expressed confidence in a stronger fourth quarter, the company continues to face competitive pressure from Hyundai and ongoing headwinds in key segments.