Ford F-150 sales slump amid quality concerns in Australia

Ford’s flagship F-150 pick-up suffered a sales slump in Australia during 2025 as a wave of quality issues and recalls resulted in a nationwide stop-sale. But signs of a rebound in sales have emerged.

Once positioned as a halo model for Ford’s Australian line-up, the locally converted F-150 has struggled to maintain momentum following repeated recalls.

The full-size pick-up was previously recalled 13 times according to vehiclerecalls.gov.au. However, Ford points out that the number is technically nine, given four recalls were a variation of a lighting/indicator issue that spanned different wheelbase vehicles.

Some of those issues have been traced back to the complexity of the conversion process, which requires more than 500 parts to be re-engineered for local conditions.

Unlike rivals RAM and Chevrolet, which rely on Walkinshaw Automotive Group for Australian conversions, Ford partnered with Thailand-based RMA Automotive.

Ford delivered 2428 F-150s in Australia during 2024, but that figure collapsed to just 792 units in 2025.

By comparison, the Toyota Tundra finished the year ahead of the Ford, posting 837 sales despite entering the market later.

Toyota took a more cautious local validation program before committing to full-scale sales, spending 12-months trialling 300 Tundra pick-up trucks with Australian customers.

A facelifted Ford F-150 is due to arrive in Australia this year, offering the brand a chance to reset perceptions and restore confidence in the premium pick-up segment.

While the Ford F-150’s total sales in 2025 amounted to just 792 units – leaving it behind the Toyota Tundra (837), Chevrolet Silverado (2209) and RAM 1500 (2674) – sales have bounced back for the month of December, where it was the second most popular big US pick-up truck behind the Chevy.

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