Closing the Gap
Ford has long competed with General Motors in new-car sales, but Toyota is the leader in certified pre-owned (CPO) sales in the U.S. This may come as little surprise to some, given that Toyota offers a wide range of affordable vehicles, something many used-car shoppers look for.
However, according to Automotive News, Ford is confident it can overtake Toyota in CPO sales in 2027, which would be a crucial development considering its new-car sales are sliding. The Blue Oval brand already beat Toyota in third-quarter CPO sales this year, with 130,112 units sold, marking a first. It is reportedly on pace for a record 450,000 CPO sales this year.
Cole Attisha/Autoblog
Affordability Takes the Wheel
Ford’s growing CPO business can help dealers offset declining new-car sales, attract budget-conscious buyers, and build long-term customer loyalty. This is more relevant than ever, as the average new-car transaction price in the U.S. reached $50,562 in September.
At the start of the decade, the automaker also exited the sedan segment, where some of the most affordable models are usually offered. Toyota continues to compete in this segment with the Corolla and Camry. There’s also the Prius, which is more of a hatchback/liftback that starts under $30,000. Meanwhile, Ford already discontinued the Escape and Lincoln Corsair, leaving the Maverick and Bronco Sport as its most affordable models, both of which start around the $30,000 mark.
So how did Ford improve its CPO sales? The company credits much of this growth to its dealer-led Ford Blue Advantage CPO program, which launched in 2021 and has continued to expand. The report stated that about 70% of the brand’s 2,800 U.S. dealers participate in the program.
Additionally, the automaker started selling CPO vehicles through Amazon Autos last year, offering an alternative for shoppers who would rather avoid the traditional dealership buying experience.
Toyota
The Long Game
This year, Toyota will likely retain the crown in the U.S. CPO market. But in 2027, Ford aims to sell over 500,000 CPO vehicles, which could be enough to dethrone the Japanese marque.
By 2030, the automaker plans to introduce five new models under $40,000, including the Fathom, a new all-electric pickup truck with a $28,350 starting MSRP. These won’t contribute to CPO sales immediately, though they could eventually do so over the next decade, especially if affordability remains a major concern in the U.S.
Ford
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