Ford hits 100,000 in Australia for the first time in 16 years: VFACTS 2024
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More than 100,000 new Fords were delivered in Australia last year – the first time since 2008 – with the Ranger and Everest helping it to overtake Mazda as the number-two brand.
Ford has recorded more than 100,000 annual deliveries in Australia for the first time in 16 years – following a decade of its lowest sales on record and the end of local vehicle manufacturing.
VFACTS new-car sales data released this week shows the US car giant recorded 100,170 sales across the nation in 2024, behind Toyota as the number-two brand in Australia.
Ford had not delivered more than 100,000 vehicles since 2008 when the Australian-built Falcon sedan, wagon and ute were its number-one car.
MORE: Australian new-car sales in 2024: Annual record barely broken despite drop in demand
The result is a 14.1 per cent increase over 2023, with the assistance of the Everest family SUV which almost doubled its deliveries (up 75.8 per cent) and consistent sales for the Ranger ute, albeit down 1.2 per cent year-on-year.
It marks the first time Ford has been the number-two brand in Australia in several decades, seeing it beat Mazda, which had held the position since 2015 after it overtook Holden.
Ford Australia president and CEO Andrew Birkic said the company was proud of its dealers who have been with the company “on the journey” to becoming the number-two brand and selling more than 100,000 vehicles, and thanked its customers for their support.
The Ranger was Australia's best-selling vehicle for the second year in a row – the first time a Ford has consecutively topped the charts since the Falcon in 1992 and 1993 – ahead of the Toyota RAV4, Toyota HiLux, Isuzu D-Max and Mitsubishi Outlander.
MORE: Toyota sets annual sales record in Australia: VFACTS 2024
Last year, 62,593 Rangers were reported as sold, followed by 58,718 RAV4s and 53,499 HiLuxes.
“We are incredibly proud that Ranger has gone back-to-back and been crowned Australia's favourite vehicle once again in 2024,” Birkic said.
“The secret to the Ranger's success is that it was created from the very start by our local design and engineering team with Australians' needs front of mind.”
In each segment Ford competes in, the Ranger was the best-selling four-wheel-drive ute, the Everest was the best-selling large SUV, and the Mustang was the best-selling sports car under $80,000 – though the BMW 2 Series Coupe, including the M2, was the most popular sports car irrespective of price.
Commenting on the Everest, Birkic said the off-road SUV – a rival to the Toyota LandCruiser Prado and Isuzu MU-X – attracted new buyers to the brand in 2024, along with “Ford loyalists”.
MORE: Electric car sales growth in Australia hits the brakes amid Tesla slump in 2024
The body-on-frame Ranger and Everest – based on the same ‘T6.2’ platform underneath – accounted for 88.9 per cent of Ford's volume in 2024 with 89,087 sales combined.
This figure rises to 96.6 per cent when the commercially-orientated F-150 full-size ute, Transit full-size van, Transit Custom mid-size van and Tourneo people mover are counted (94,383).
The Mustang sports car and Mustang Mach-E electric SUV contributed to a 2.1 per cent share (2138), while any remaining stock of the now-discontinued Puma and Escape city and mid-size SUVs were responsible for 1.2 per cent of its sales (1221).
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In 2008, the related Ford Falcon sedan and wagon, Falcon Ute, Fairlane luxury sedan and Territory SUV accounted for about 55 per cent of the brand's volume (57,532 of 104,715) – compared to almost 90 per cent for the Ranger and Everest twins under the skin today.
The dominance of the primarily diesel-powered Ranger and Everest leaves Ford more vulnerable to any potential market disruptions than brands with a wider sales portfolio, such as Toyota where the similar HiLux, Prado and Fortuner accounted for only 27.5 per cent of its deliveries in 2024.
However Ford Australia is hedging its bets on a number of vehicles due to launch in 2025 and 2026, including plug-in hybrid versions of the Ranger and Transit Custom, the more-capable Ranger Super Duty aimed at the Toyota LandCruiser 70 Series, the E-Transit Custom electric van, and updates to the Transit, Mustang Mach-E and F-150.
MORE: Ford prepares to launch new models in Australia as Ranger, Everest dominance grows
Plans to launch the European-built Puma Gen-E electric city SUV in Australia were cancelled in December 2024 after “an extensive review of the current dynamics of the new-car market,” Ford said.
“When you look at our business in Australia what you’re seeing is a greater expansion of a broader portfolio,” Birkic added.
“Ranger [is] Australia’s top-selling car and continues to do very, very well, we’re seeing Everest build month-by-month, and then you’re bringing in new Transit, new Mustang and F-150, and we’re starting to see some stellar results.”
In 2024, Ford launched a new-generation Transit Custom van, its Tourneo people-mover twin, and the latest Mustang sports car – along with running changes and new special-edition variants for the Ranger and Everest – following the arrival of the F-150 and Mustang Mach-E in 2023.
The latest result is the second year of growth for Ford in Australia – after a dip in 2022 amid the changeover to the new-generation Ranger and Everest – and is an almost 70 per cent increase over its 2020 result of 59,601, its lowest in decades, due to an industry-wide downturn caused by the pandemic.
Ford closed its Australian manufacturing operations in 2016 after 91 years – seeing the end of the Falcon and Territory – but it has retained a research and development presence with its Melbourne-based Asia Pacific Product Development Centre, which is notably responsible for the Ranger and Everest.
Ford sales in Australia – 1998 to 2024
| Year | Sales | Top-selling model |
| 1998 | 128,814 | Falcon (AU/EL/XH) |
| 1999 | 126,897 | Falcon (AU/XH) |
| 2000 | 113,810 | Falcon (AU) |
| 2001 | 106,730 | Falcon (AU) |
| 2002 | 109,194 | Falcon (AU/BA) |
| 2003 | 126,581 | Falcon (BA) |
| 2004 | 135,172 | Falcon (BA) |
| 2005 | 129,140 | Falcon (BA/BF) |
| 2006 | 114,965 | Falcon (BF) |
| 2007 | 108,071 | Falcon (BF) |
| 2008 | 104,715 | Falcon (BF/FG) |
| 2009 | 96,501 | Falcon (BF/FG) |
| 2010 | 95,284 | Falcon (BF/FG) |
| 2011 | 91,243 | Falcon (FG) |
| 2012 | 90,408 | Focus (LW) |
| 2013 | 87,236 | Ranger (T6) |
| 2014 | 79,703 | Ranger (T6) |
| 2015 | 70,454 | Ranger (T6) |
| 2016 | 81,207 | Ranger (T6) |
| 2017 | 78,161 | Ranger (T6) |
| 2018 | 69,081 | Ranger (T6) |
| 2019 | 63,303 | Ranger (T6) |
| 2020 | 59,601 | Ranger (T6) |
| 2021 | 71,380 | Ranger (T6) |
| 2022 | 66,638 | Ranger (T6/T6.2) |
| 2023 | 87,800 | Ranger (T6.2) |
| 2024 | 100,170 | Ranger (T6.2) |
Ford sales in Australia – 2024 by model
| Model | 2024 | Share | 2023 | Share |
| Ford Ranger | 62,593 | 62.5% | 63,356 | 72.2% |
| Ford Everest | 26,494 | 26.4% | 15,071 | 17.2% |
| Ford Transit Custom | 3427 | 3.4% | 2843 | 3.2% |
| Ford F-150 (new model) | 2428 | 2.4% | 145 | 0.2% |
| Ford Transit | 1826 | 1.8% | 317 | 0.4% |
| Ford Mustang (model changeover) | 1465 | 1.5% | 1475 | 1.7% |
| Ford Puma(discontinued model) | 847 | 0.8% | 2027 | 2.3% |
| Ford Mustang Mach-E (new model) | 673 | 0.7% | 51 | 0.1% |
| Ford Escape (discontinued model) | 374 | 0.4% | 2336 | 2.7% |
| Ford Tourneo (new model) | 43 | 0.0% | 0 | – |
| Ford Fiesta (discontinued model) | 0 | – | 140 | 0.2% |
| Ford Focus (discontinued model) | 0 | – | 39 | 0.0% |
| Ford total | 100,170 | – | 87,800 | – |
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