Ford is learning that demand is limited. Bronco production went through the roof in 2024 and the estimate is there are 35K+ unsold Broncos on dealer lots which Ford has to incentivize to sell.
I didn’t know Broncos were doing so poorly. They had a lot of mechanical issues early on and that probably didn’t help things.
Can you imagine if Tesla was willing to sell Cybertrucks for $30K less it cost them to manufacture? This is why Tesla planned a protracted production ramp this year, they didn't want to sell tens of thousands with big losses. They became profitable in Q3 (according to the company). The F-150 Lightning has been in production a year and a half longer than the Cybertruck, and Ford is still losing massive amounts on everyone they sell, even without the discounts and incentives accounted for.
Stellantis is in deep shit but they are not lying. Look at Wrangler retail sales YoY... from 220K in 2019/2020 to 150K now... and 40K are PHEV sales which means they sell 110K gas only Wranglers which is now less than Broncos. Grand Cherokees sales have collapsed too... That's why the CEO got canned. If they were lying they would report sales to dealers because look at the dozens if not a hundred Wranglers and GCs on the lot at CDJR dealerships.
Ford sold 109K Broncos in 2024 (I see like 6 on every drive here in FL and maybe 1 CT). They are $50K min these days and not even close to being a luxury vehicle. The market is very limited for a convertible off-roader when a $50K Telluride can do a lot more with plenty of creature comforts.
That's not even in the realm of possibility. The range of sales estimates are suspicious, but I'm confident it doesn't fall outside by much, if any.
As a non-FS owner who picked up in early Dec... they were pretty rare according to the sales advisor. I would have expected flat Q4 sales myself but given how the non-FS incentives were meh... I can see why sales were slow. Now free lifetime SC... caused a bunch of folks to buy the FS.
Most people who buy one say the Cybertruck is better than they thought it would be before they bought it.
It's hard to argue with new vehicle registration data. But it's also hard to get, because you would have to obtain data from 50 different state motor vehicle departments (plus Washington DC) and then compile it to cover the whole US. It's a hassle. I believe that such data does get compiled, but you'll probably have to pay for it.
I'm surprised by Ford F150 Lightning sales, maybe that's partially because the vehicle isn't very noticeable unless up close. That gives the lightning about 73,000 vehicles sold since introduction. I remember being shot down (about 3 years ago) for stating the Cybertruck would likely pass the Lightning in total sales by 2028. It looks like it could even take longer unless the single motor Cybertruck starts sales in the next year. I won't hold my breath on the single motor Cybertruck coming out too soon. However unlike the range extender, I bet Tesla does eventually start selling it.Tesla Cybertruck was a Top 5 EV in the U.S., outpacing the Ford F-150 Lightning by 5.5k units.
