The heavy reliance on the Ranger and Everest has served Ford well to this point, but sliding sales puts it at risk of losing its position.
Ford Australia continues to lean heavily into the Ranger ute and Everest SUV to maintain its sales position this year, but with both models in decline it leaves the Blue Oval brand vulnerable.
According to the latest VFACTS sales data, Ford has sold 15,841 examples of its Ranger (split 818 4x2s and 15,023 4x4s) and 7081 Everests to the end of April.
This means just two models account for 22,922 sales out of its total 25,920 units.
Put another way, the Ranger and Everest are 88.4 per cent of its total sales.
This is up slightly from last year’s total, where the Ranger and Everest were 87.6 per cent of the brand’s overall sales, or 82,716 out of 94,399.
However, Everest sales have slid 1.9 per cent this year, with last month’s figures nearly 700 shy of what was sold in April 2025.
Likewise, Ranger sales are down 8.2 per cent compared to the first four months of 2025 despite Ford launching the Super Duty variant late last year.
It is unclear why sales for the Everest and Ranger are down, but the ongoing crisis in the Middle East that is driving up prices of petrol and diesel could be a factor.
All versions of the Everest in Australia are fitted with a diesel engine, while only two relatively low volume Ranger variants – the flagship Raptor and plug-in hybrid versions – feature a petrol engine.
Outside of Ranger and Everest, all Ford’s models are down in sales, barring the F-150 that is up 30.6 per cent to 661 units this year, off the back of an updated version landing earlier this year.
Surprisingly, the Mustang has shed nearly 50 per cent of its sales this year, down 47.6 per cent to 927 units.
The Mustang Mach-E is also down 29.8 per cent to 127 sales despite launching an update.
All of this suggests Ford is in a vulnerable spot as interest in Chinese brands, like BYD, and sales of electrified models continue to rise.
BYD is also nipping at the heels of Ford, amassing 25,243 sales year-to-date just 677 units behind Ford and could well overtake by the end of the year.
Tung Nguyen has been in the automotive journalism industry for over a decade, cutting his teeth at various publications before finding himself at Drive in 2024. With experience in news, feature, review, and advice writing, as well as video presentation skills, Tung is a do-it-all content creator. Tung’s love of cars first started as a child watching Transformers on Saturday mornings, as well as countless hours on PlayStation’s Gran Turismo, meaning his dream car is a Nissan GT-R, with a Liberty Walk widebody kit, of course.
