Ford prepares to launch new models in Australia as Ranger, Everest dominance grows
The Ford Ranger and Everest have accounted for 90 per cent of the brand’s sales in Australia so far in 2024.
Ford Australia is preparing to launch new commercial vans, electric cars, sports cars, and – for the first time – an electrified ute, as the Ranger and Everest continue to dominate the brand’s sales in Australia.
In the first six months of 2024, the Ford Ranger ute accounted for 67.6 per cent of Ford sales in Australia, while the related Everest – built in the same factory in Thailand – made up 22.7 per cent, a record number, with both vehicles counting towards 90.3 per cent of the brand’s total.
Ford is currently Australia’s second best-selling car manufacturer with 49,622 vehicles registered between January 2024 and June 2024, behind Toyota (121,301) but ahead of Mazda (48,547), Kia (41,300), Mitsubishi (39,634), Hyundai (36,082) and Isuzu Ute (25,903).
If the Ranger and Everest were sold separately to other Ford cars, they would still be the third best-selling brand behind Mazda with 44,807 sales, while Ford would fall outside of the top 20 without the Ranger and Everest, slotting between Lexus and Volvo with 4815 sales.
At the same time in 2023, the Ranger and Everest accounted for 84.7 per cent of Ford sales in Australia as more stock of the Puma, Escape and Mustang was delivered – while Everest sales have increased 101 per cent.
The Ranger ended the seven-year winning streak of the Toyota HiLux by outselling its arch-rival in 2023, becoming the first Ford to top the yearly sales chart in Australia since the 1995 EF Falcon.
It continues to be Australia’s best-selling car in the first six months of 2024, outselling the Toyota HiLux (28,515), Toyota RAV4 (25,405), Isuzu D-Max (15,820), and Mitsubishi Outlander (14,443).
Ford’s next best-selling model in Australia is the Transit Custom with 1598 examples registered in the first six months of 2024, followed by the F-150 (940), Transit (857), Puma (779), Mustang Mach-E (326), Escape (307), and Mustang (eight).
The internal-combustion Ford Puma and Escape models have been discontinued in Australia, while local deliveries for the new-generation Mustang sports car are imminent following a delay – and a battery-electric version of the Puma, the Gen-E, is due here in 2025.
Ford Australia will also launch the Tourneo people-mover – a rival to the Kia Carnival and Hyundai Staria, but on the same chassis as the Transit Custom commercial van – and updates to the Transit, Mustang Mach-E and F-150.
A plug-in hybrid version of the Ranger will launch in early 2025 – becoming the second plug-in hybrid ute in Australia after the BYD Shark – but it is not expected to outsell the current diesel and Raptor variants.
However, Ford models absent from the brand’s Australian line-up include the aforementioned Puma and Escape, as well as the Explorer large SUV, the car-based Maverick small ute, the Bronco and Bronco Sport, and the all-electric Explorer and Capri models available in Europe.
Ford sales in Australia – January to June 2024 compared to the same time in 2023
| Model | YTD 2024 | Share | YTD 2023 | Share |
| Ford Ranger | 33,531 | 67.6 per cent | 26,741 | 70.0 per cent |
| Ford Everest | 11,276 | 22.7 per cent | 5609 | 14.7 per cent |
| Ford Transit Custom | 1598 | 3.2 per cent | 1848 | 4.8 per cent |
| Ford F-150 (new model) | 940 | 1.9 per cent | 0 | – |
| Ford Transit | 857 | 1.7 per cent | 116 | 0.3 per cent |
| Ford Puma (discontinued model) | 779 | 1.6 per cent | 1153 | 3.0 per cent |
| Ford Mustang Mach-E (new model) | 326 | 0.7 per cent | 0 | – |
| Ford Escape (discontinued model) | 307 | 0.6 per cent | 1311 | 3.4 per cent |
| Ford Mustang (model changeover) | 8 | 0.0 per cent | 1232 | 3.2 per cent |
| Ford Fiesta (discontinued model) | 0 | – | 133 | 0.3 per cent |
| Ford Focus (discontinued model) | 0 | – | 39 | 0.1 per cent |
| Ford total | 49,622 | – | 38,182 | – |
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