Ford Motor Co. (NYSE: F) sold 909,330 of its F-Series full-sized pickup last year. Through the first quarter of this year, Ford sold 214,611. In both periods, and for 36 years, this has been the best-selling vehicle in America. That run is unlikely to end for years and even decades.
The first reason the F-Series will maintain its lead is the extent to which its rivals are behind. Last year, the second best-selling vehicle in the United States was the General Motors Co. (NYSE: GM) Chevy Silverado, which sold 585,581 units. Ram full-sized pickup sales were 536,980 in 2018. While several sport utility vehicles, pickups and cars sell hundreds of thousands of model units per year, none breaks the 500,000 barrier. As a matter of fact, it is rare that any model cracks the 400,000 ceiling.
The lead the F-Series holds is not the only reason it will keep its number one position. Another is the sheer variety of features Ford offers for the model, particularly the flagship F-150. It comes with six engine choices, seven basic models and dozens of features that can be added to each of these. The base price for the F-150 is $28,155. At the top of the line, a Limited model can cost as much as $75,000. Ford also makes several larger versions of the F-Series. These include the F-250 and F-350 super-duty models.
Another reason the F-Series should hold its lead is the overall moves among American drivers toward cars, SUVs, crossovers and pickups.
The F-Series has such a large lead and comes in so many variations that Ford does not need to worry it will drop from the top of the U.S. vehicle sales pack.