Ford Battles Sluggish Sales in Mexico Despite Pockets of Strength
Ford Motor Company Mexico continued its downward trend in February 2025, reporting a 6% decline in total sales year-over-year, delivering 4,049 units compared to 4,295 in February 2024. Both Ford and its luxury brand Lincoln posted negative results, marking the sixth consecutive monthly contraction for the automaker in the Mexican market.
Struggles Across Key Models
The decline was primarily driven by sharp losses in several core models:
- The Ford Escape experienced the steepest drop, plunging 83.14% with just 43 units sold compared to 255 a year prior.
- The Ford Bronco Sport tumbled 46.49%, while the larger Bronco model saw an even more drastic 55.47% decline.
- The Ford Transit, a key player in the commercial segment, fell 39.33%.
- The Ford Territory, despite its popularity, slipped 5.37% to 952 units.
These four models alone accounted for a 545-unit loss, significantly impacting the company’s overall performance.
Bright Spots in the Lineup
Despite the overall decline, several Ford models delivered strong results:
- The Ford F-Series truck line surged 14% year-over-year, selling 1,148 units, surpassing the 1,000-unit mark for the first time this year.
- The Ford Ranger, bolstered by growing demand, saw a 36.64% increase with 757 units sold.
- The compact Ford Maverick pickup also gained momentum, rising 27.21% to 346 units.
- On the luxury side, the Lincoln Nautilus stood out with an 81.13% increase, reaching 96 units.
Year-to-Date Performance
For the first two months of 2025, Ford Mexico’s total sales fell 3.4% year-over-year, delivering 8,454 units versus 8,751 in the same period last year.
- The Ford F-Series remains a strong performer, though year-to-date sales are down 1.43%, reflecting 1,931 units versus 1,959 in 2024.
- The Lincoln brand bucked the downward trend with a 9.9% year-to-date gain, totaling 322 units.
Outlook and Challenges
Ford Motor Mexico continues to face headwinds, as declining sales in its core SUV and crossover segments weigh heavily on its overall performance. However, robust truck sales, particularly the F-Series and Ranger, remain bright spots.
As the Mexican market shows signs of sluggish consumer demand, Ford will need to focus on strengthening its commercial and SUV segments while capitalizing on the popularity of its truck lineup to regain momentum.
