Ford keeps No. 3 U.S. sales spot in third quarter as Hyundai closes gap
Competition for the No. 3 position in the U.S. auto market remains tight in the third quarter as Ford holds off Hyundai by a narrow margin. Ford's light-duty vehicle sales fall 6.6% year over year to 507,395 units, while Hyundai Motor's combined Hyundai, Kia and Genesis sales rise 5.4% to 506,200 vehicles.
Highlights
- Ford delivers 507,395 light-duty vehicles in Q3 2023, narrowly maintaining the No. 3 U.S. sales spot as Hyundai reports 506,200 vehicles.
- Both Ford and Hyundai exceed Cox Automotive's recent forecast, which had predicted Hyundai would surpass Ford in U.S. quarterly sales.
- Hyundai's gains reflect strong U.S. momentum across Hyundai, Kia, and Genesis, while Ford continues facing F-Series pickup production constraints after 2022 supplier fires.
Quarterly sales race narrows
As reported by CNBC, Ford retains its No. 3 U.S. sales position in the third quarter despite a year-over-year decline in deliveries and forecasts that Hyundai Motor could move ahead of the Detroit automaker for the first time.Ford reports third-quarter sales of 507,395 light-duty vehicles, a total that excludes its largest heavy-duty trucks because they are classified differently. Hyundai Motor, counting the Hyundai, Kia and Genesis brands, reports 506,200 vehicles for the quarter, leaving only a slim gap between the two companies.
Both automakers perform better than expected after Cox Automotive forecast last week that Hyundai would overtake Ford in quarterly sales for the first time.
Production pressures and market momentum
Hyundai, together with its luxury Genesis brand and corporate sibling Kia, has been making major inroads in the U.S. this year, helping it close in on Ford's long-held ranking.Ford, meanwhile, has been dealing with production problems involving its key F-Series pickup trucks after two supplier fires last year disrupted output and sales. Those constraints continue to weigh on the company's volume even as it preserves its position in the U.S. market.
Our earlier coverage of Rivian’s record third-quarter deliveries explained how the EV maker exceeded expectations while keeping its 2026 delivery forecast intact despite a tougher U.S. policy and demand backdrop. We also noted that the lower-priced R2 is central to Rivian’s push beyond premium models into a broader mass-market segment, with production scaling at its Normal, Illinois plant. The update underscored how model launches and capacity execution are increasingly shaping the competitive landscape in U.S. auto sales.
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