🏆 Big Wins, Bigger Shifts: GM and Ford Adapt to Changing Market

“Our new Constitution is now established, and has an appearance that promises permanency; but in this world nothing can be said to be certain, except death and taxes.” -Benjamin Franklin

You could add “GM and Ford figuring it out” to Ol Benny Frank’s list, but he hasn’t responded to our emails.

As the automotive industry heads into 2025, General Motors and Ford are celebrating their best annual U.S. sales since 2019. Their strategies balance traditional strengths with a growing focus on electrified vehicles. Here’s what these shifts mean for auto dealers navigating a rapidly evolving landscape.

📈 Strong Sales Signal Resilience

GM and Ford ended 2024 with sales gains driven by a mix of internal combustion vehicles, hybrids, and electric models. The numbers paint a picture of automakers adapting to meet demand:

• General Motors (GM): With 2.7 million vehicles sold in 2024, up 4% year-over-year, GM remains the top U.S. automaker.

  • Fleet sales rose 22%, driven by a range of pickups and SUVs like the Chevrolet Trax, which saw sales skyrocket 84%.

  • GM also expanded offerings in the electrified space, with EVs making up 4.2% of its sales—an increase but still a small slice of the overall pie.

• Ford: Similarly, Ford saw a 4% overall sales increase in 2024, with 2.08 million vehicles sold.

  • Trucks like the Maverick, which grew nearly 40%, continue to be a cornerstone of success.

  • Electrified vehicles—including hybrids and EVs—grew by 38.3%, reflecting consumer interest in fuel-efficient options.

⚖️ Balancing Tradition with Innovation

Ford and GM continue to focus on their bread-and-butter: reliable, high-performing trucks, SUVs, and gas-powered vehicles that dominate sales. At the same time, they’re cautiously expanding into electrified offerings, recognizing an opportunity to appeal to consumers looking for efficiency or cutting-edge technology.

We Assume You Know, but Just In Case:

• Focus on What Sells: Traditional models like the Silverado, Maverick, and F-150 remain customer favorites. Highlight these in your showroom and marketing materials.

• Be Ready for the Curious Consumer: While EVs might not be a primary driver of sales today, some customers are interested. Be prepared to answer questions and present these options without overselling them.

• Consider Fleet Opportunities: Fleet sales, including both traditional and electrified vehicles, are proving to be a growth area for manufacturers.

🚀 What’s Ahead

GM and Ford’s approach showcases the value of staying flexible in a dynamic market. Whether it’s trucks, SUVs, or new electrified options, the goal is clear: meet customer needs. For dealers, understanding these trends—and focusing on what works best for your audience—is key to a successful 2025. The road ahead offers opportunities for everyone.

Read More

• GM, Ford report best annual U.S. sales since 2019 as auto recovery continues

• Ford is extending its free at-home EV charging promotion

• The Ford Mustang Just Had Its Worst Sales Year Ever

• GM is top selling automaker in US as 2024 sales tick up, EVs gain momentum

• Ford, GM Grew EV Sales Faster Than Tesla. What It Means for the Stocks.

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