Customers responded well to automakers’ varied powertrain offerings, buying a mix of gas, electric and hybrid vehicles at a combined rate that helped many OEMs achieve best-ever annual sales results.
The companies began releasing their December, Q4 and full-year 2024 numbers Jan. 3.
Ford
Ford Motor Co.’s strategy of offering customers a variety of powertrains and vehicle types helped it grow retail sales 6% in 2024, double the estimated rate of the broader industry.
Fourth quarter retail sales growth was even stronger at 17%, led by a 25% retail gain in F-Series.
The Ford F-Series best illustrates the company’s Freedom of Choice strategy with gas, diesel, hybrid and electric models. All of these F-Series versions saw year-over-year sales growth in the final month of 2024. Total F-Series Q4 sales were up 21% to end the year as America’s best-selling truck for the 48th straight year.
Ford total Q4 sales increased 9% compared to a full-year sales gain of 4%, with a total of 2,078,832 vehicles sold. Ford outpaced the total industry -- as well as the retail -- with a total estimated industry sales increase of 2% for 2024, expanding its market share.
Ford sold 285,291 electrified vehicles sold (HEV, PHEV and electric) in 2024, a 38% increase over 2023.
In 2024, each of Ford’s EVs set new sales records, with Mustang Mach-E sales totaling 51,745, up 27%; F-150 Lightning sales totaling 33,510, up 39% and E-Transit sales of 12,610, up 64%.
Hybrid powertrains increased Ford’s total electrified vehicles on record 2024 sales of 187,426 hybrid vehicles -- up 40% over 2023.
The Ford Power Promise program, which includes a complimentary home charger with standard installation at no extra charge and access to a 24/7 advisor for support, helped boost Ford electric vehicle sales in Q4 to a new best-ever sales record with 30,176 EVs sold. The company is extending the Power Promise program into 2025.
Sales of Ford’s Super Duty pickups accelerated in Q4 with a 30% gain over a year ago. For the year, sales of Super Duty were up 14% compared to 2023.
Lincoln sales continued to expand into the fourth quarter with sales up 35% on the strength of the all-new Nautilus and 2025 Aviator. For the year, Lincoln sales were up 28% on sales of 104,823. Lincoln achieved its best annual retail sales results since 2007.
Toyota
Toyota Motor North America (TMNA) reported year-end 2024 U.S. sales of 2,332,623 vehicles, an increase of 3.7% on a volume basis and an increase of 3.1% on a daily selling rate (DSR) basis compared to 2023.
The company reported Q4 2024 U.S. sales of 603,104 vehicles, a decrease of 2.7% on a volume basis and a decrease of 5.2% on a DSR basis compared to Q4 2023. December 2024 U.S. sales totaled 209,953 vehicles, a decrease of 7.1% on a volume basis and a decrease of 3.4% on a DSR basis compared to December 2023.
In 2024, TMNA sold 1,006,461 electrified vehicles -- an all-time best ever -- up 53.1% over 2023. Electrified vehicles represented 43.1% of TMNA’s total sales volume for the year.
TMNA is projected to be the No. 1 seller of passenger vehicles for the 13th consecutive year, and 16 of the last 17 years.
Since 2020, TMNA has announced new investments of nearly $21 billion into its U.S. manufacturing operations to support electrification efforts to meet customer demand.
Honda
American Honda rode a strong second half of 2024 to a nearly 9% annual auto sales increase for the full year, posted annual sales of 1,423,857 Honda and Acura vehicles.
Honda brand sales of 1,291,490 units beat sales targets, with three models No. 1 in their segments (Civic, Pilot, Odyssey), and best-ever sales for CR-V, HR-V and electrified models.
Honda electrified models (EVs and hybrids) represented more than a quarter of total Honda sales in 2024.
Acura brand sales of 132,367 units in 2024 reflected strong momentum with second half sales up 7% compared to the first half, and December marking the best month of 2024, with 12,997 sales.
Acura ended the year with the best SUV sales since 2021, and the best month for the all-electric ZDX.
In total, American Honda set an all-time annual sales record for electrified models with 349,020 units in 2024, including all-time best sales for both hybrid electric (308,554) and all-electric models (40,408).
Mitsubishi
Mitsubishi Motors North America, Inc. reported both quarterly and annual sales increased. The brand concluded Q4 at 27,125 sales, an increase of 38.4% over Q4 2023. Annual sales of 109,843 represented an increase of 25.8%, the brand's best sales performance since 2019, as every model across the Mitsubishi range posted full-year sales increases.
Topping the charts, Outlander and Outlander Plug-in Hybrid both posted best-ever annual sales for the nameplates.
Leading to its refreshment in February 2025, Outlander continues to be the brand's sales leader at 9,624 sales for the quarter, an increase of 7.2%. For the full year, Outlander recorded 45,253 sales, an increase of 6.5%, and the vehicle's best-ever sales year.
The multi-award-winning Outlander Plug-in Hybrid recorded 1,800 sales in Q4, an increase of 14.1%, and wrapped up the year with a total of 6,975 sales, for the model's best-ever sales performance over a full calendar year.
Eclipse Cross sales performance also improved with 2,540 sales for Q4, an increase of 11.4%, and 12,724 sales for the full year, up 28.2%.
This sales success capped a year in which MMNA announced its ambitious forward-looking North American business plan, Momentum 2030, defined by four key points: a path to electrification, a path to a renewed and expanded product line-up that will strengthen Mitsubishi Motors in North America, a path to a modernized retail sales model, and a path to network expansion and sales growth.
Subaru
Subaru of America, Inc. reported 29 consecutive months of increased sales with 61,871 vehicles sold in December 2024, a 7.1% increase compared with December 2023 (57,764). Subaru ended 2024 with 667,725 vehicle sales, a 5.6% increase compared with 2023.
For 2024, Crosstrek was the top performer by volume, achieving its best year ever with 181,811 vehicle sales (+14%). Forester was the highest-selling carline in December and closed out the year with 175,521 vehicle sales (+15%), and Outback achieved 168,771 annual sales (+4%) in 2024. In its second full year of sales, the Solterra EV continued to grow with its best December ever and best year ever, resulting in 12,447 vehicle sales (+40%).
Kia
Kia America achieved a total of 73,303 units sold in December, setting a record for the month as well as the highest annual sales figure in company history.
Kia's total volume in 2024 reached 796,488 units, marking the second time in as many years the brand finished with best-ever annual sales. This back-to-back record-setting performance was powered by a significant increase in retail sales, excluding fleet, a trend that Kia has maintained for the past seven consecutive years.
In 2024, six Kia models set all-time annual sales records: EV9 (+1,869%); Sportage (+15%); Carnival (+14%); Forte/K4 (+13%); EV6 (+6%); and Telluride (+4%). December also saw the Telluride reach its highest monthly sales total for the second consecutive month since the three-row SUV hit the market in 2019.
Sales of Kia's EVs increased 74%, accounting for 7% of the 2024 total sales. Moreover, sales of Kia's SUVs accounted for 76% of the brand's total annual sales, reflecting 8% growth compared to the previous year.
Hyundai
Hyundai Motor America reported record-breaking total December sales of 78,498 units, a 4% increase compared with December 2023. This was the highest December sales total in Hyundai history. All time total sales records in December were set for Santa Fe HEV (+87%), Tucson HEV (+133%), and IONIQ 5 (+41%). Hybrid vehicle total sales jumped 85%, while total EV sales grew 12%.
A new retail sales record was set in December with 66,159 units, a 9% increase from December 2023. EV retail sales increased 13% year-over-year, hybrid retail sales grew by +79% and electrified (EV, hybrid, plug-in hybrid) retail sales jumped 50%.
Q4 total sales were 226,308 units, a Q4 total sales record, and an increase of 10% compared with Q4 2023. Elantra N, Santa Fe HEV, Tucson HEV and IONIQ 5 set Q4 total sales records. Electrified vehicle retail sales for Q4 grew 64% compared with Q4 2023.
For the year, Hyundai total sales were 836,802 units, a 4% increase compared with 2023 and the highest total sales ever for the Hyundai brand. Amongst several model records, Tucson HEV, IONIQ 5, Santa Fe HEV and Palisade established new yearly sales records.
2024 was also a record year for retail sales of 742,009, an increase of 4% compared with 2023. This was the fourth consecutive year setting a new retail sales record. During the year, Hyundai fleet sales were 11% of total volume.
Mazda
Mazda North American Operations reported December sales of 40,201 vehicles, an increase of 1.7% compared to December 2023. Full-year sales totaled 424,382 vehicles, an increase of 16.8% compared to 2023. With 25 selling days in December, compared to 26 the year prior, the company posted an increase of 5.8% on a Daily Selling Rate (DSR) basis.
Certified pre-owned sales totaled 5,931 vehicles in December, an increase of 17% compared to December 2023.
Stellantis
FCA US LLC reported sales of 320,743 vehicles in Q4 2024 and 1,303,570 vehicles for the full year. Overall, Q4 total U.S. sales declined 7% and full-year results decreased 15% compared to 2023, while the company's Q4 retail sales in the full calendar year increased 1% year over year.
FCA US holds the highest PHEV market share in the industry in 2024, owning 41%. FCA takes three of the top five spots among best-selling plug-in hybrids in the U.S. The Jeep Wrangler 4xe is America's best-selling plug-in hybrid vehicle; the Grand Cherokee 4xe is No. 3 and the Chrysler Pacifica Hybrid claims the No. 4 spot, according to the S&P Global Mobility U.S. State Registrations database through Oct. 31.
The company now has four BEVs in the U.S. marketplace with the Fiat 500e, Dodge Charger Daytona, Jeep Wagoneer S and Ram ProMaster EV, and will introduce the Jeep Recon and the Ramcharger in 2025.
Jeep brand's Q4 2024 U.S. retail sales increased 6%, Chrysler brand's sales increased 166%, and the Ram brand's sales increased 2% over Q4 2023.
