Ford released July 2021 sales figures on Aug. 4 with the following highlights and tidbits of interest, particularly in the electric vehicle market:
Ford’s electrified vehicle portfolio achieves new July sales record, while expanding Ford’s electrified presence in California. Ford’s electrified vehicle sales were up 57.5% on sales of 9,103 vehicles, with Mustang Mach-E and F-150 PowerBoost Hybrid leading the way with sales of 2,854 and 4,498, respectively. F-150 PowerBoost Hybrid had its best sales performance since launch, with sales up 23.4% percent compared to June.
F-150 Lightning reservations exceeded 120,000. Almost 80% of the fully electric Lightning truck customers are coming from other brands, with most orders coming from California and bringing new people to the full-size truck segment.
Mustang Mach-E July sales grew 15.8% in July compared to June; through July of this year, it’s now in second place in the rapidly growing battery electric sport utility segment.
With just 12 days to turn, Mustang Mach-Es are gone as soon as they hit dealer showrooms. 95% of Mustang Mach-E customers are opting in for the proprietary Blue Oval Intelligence software stack service. Over-the-air updates have been delivered to more than 150,000 customer vehicles of all types this year.
Ford’s recent acquisition of Electriphi is expected to accelerate Ford’s electric fleet adoption by offering commercial customers depot charging management for vehicles like E-Transit and F-150 Lightning Pro. Ford’s E-Transit has over 20,000 reservations and growing.
Ford advances disruptive automotive technology with about 2.4 million monthly active users in the U.S. on FordPass and Lincoln Way – up from 1.3 million a year ago. Activation rates as high as 97% on Mustang Mach-E; high engagement across the entire Ford / Lincoln lineup at 82.4% – up almost 5 ppts since 2019.
The upcoming Ford Maverick now has about 80,000 reservations, with the largest number coming from California. Year-to-date, F-Series has sold 414,346 trucks on record turn rates. Ford expanded its lead this month and stands at 59,508 trucks over its second-place competitor.
Overall, retail orders further expand, spring-loading Ford for growth. Ford’s retail order bank increased over 70,000 units, excluding Bronco and Maverick retail orders, which is 10 times the normal retail order rate compared to year ago.
With new truck and SUV vehicle introductions and sales of high-series trim SUVs up 6.7% over July last year, transaction prices are up about $8,400 at almost $50,000 per vehicle. July’s incentive spend as a percentage of transaction pricing was 3.5% per vehicle, down more than 7 ppts over a year ago and 1.4 ppts lower than the overall industry.
Ford rapidly grows its accessory business, with further expansion expected. Through the first half of the year, Ford’s accessory business was up 23% and on track for a record year.
