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Ford sales figures were recently reported, and two models unexpectedly experienced explosive growth in August. While the Ford F-Series saw less than a 10% change in monthly sales and a 34% increase in quarterly sales compared to the same period last year, other models, such as the Ford Explorer, saw more than a 50% decline in monthly sales.

Let’s take a quick look at the two Ford models that increased their sales figures by more than 100% for the month of August and see what this significant jump can be attributed to.

The Ford Maverick and Bronco Sport experienced a stunning 100% sales growth

The Ford and Lincoln brand sold 527,905 vehicles in Q2 2023, a 10% increase from last year’s Q2 sales. According to Cox Automotive, “It was Ford’s highest sales volume for a second quarter since 2019 but still far off its pre-pandemic highs of well over 600,000 units in the second quarter of 2018 and 2019.”

GoodCarBadCar analyzes the growth rate of each brand to provide a clearer picture of which models are declining or growing. The quarterly view helps determine how an automaker is performing in the current market.

The Ford Bronco Sport and Ford Maverick both saw over 100% growth in August sales compared to last year. In Q2 2022, the Bronco Sport sold 29,460 units, jumping to an impressive 33,272 units in Q2 2023. The Ford Maverick sold 21,021 units in Q2 2023 compared to 19,508 units last year.

Both models experienced considerable sales growth

Taking a closer look at sales for August 2023, the Ford Bronco Sport sold 11,301 units compared to only 4,555 units sold in August 2022, indicating a staggering 148% change.

Likewise, the popular Ford Maverick also experienced considerable sales growth, with a stunning 161% increase compared to the same time last year. The Maverick sold 3,175 units in August 2022, exploding to 8,299 in August 2023.

This strong showing helped push both models over 20% year-over-year sales growth.

What caused the spike in Ford sales?


The Ford Maverick, Escape, and Bronco Sport Are All the Same. Sort Of.

In March 2023, Ford announced it was increasing production of the Maverick and Bronco Sport due to “strong customer demand” in North and South America. At that time, they projected a production increase of more than 800,000 units. In the U.S. alone, Ford brand SUV sales were up 4.6% in 2022 compared to 2021, with 777,770 units sold. The automaker claimed the Maverick was the “No. 1 small truck in America in 2022.” Ford Blue President Kumar Galhotra said, “We have a strong start to 2023 sales and we are moving to fast-track quality production.”

According to Ford Authority, the Ford Bronco beat out the Volkswagen and Jeep brands in Q2 2023 sales. Production of the off-road crossover significantly increased in May 2023, with the Hermosillo Senora Mexico assembly plant adding a third shift in July to meet immense production demands for both the Bronco Sport and Maverick.

Kelley Blue Book named the Ford Bronco Sport one of the “10 Coolest Cars Under $30,000 for 2023.” Ranking third behind the Mazda MX-5 and Toyota Prius, they said the 2023 Ford Bronco Sport “marries the retro-modern looks of its big brother, the Bronco, with standard all-wheel drive (AWD), excellent safety scores, and a more practical pavement-focused setup that’s still capable off-road.”

The Ford Maverick also made it onto the Kelley Blue Book list, with the auto reviewer attributing the immense popularity of the truck to its efficiency with a 2.0-liter turbocharged four-cylinder engine that generates 250 hp or a 2.5-liter four-cylinder hybrid drivetrain that returns 37 mpg combined. The FX4 package remains within budget while offering off-road drive modes, skid plates, and upgraded towing capabilities.

The recent spike in sales for both the Maverick and Bronco Sport may be indicative of the low MSRP and off-road capabilities of both vehicles.