Ford F-150 sales slump amid quality concerns in Australia
Recall-hit American pick-up suffers steep sales decline as rivals gain groundThe News
Ford’s flagship F-150 pick-up has suffered a dramatic fall from popularity in Australia, with sales plunging in 2025 as a wave of quality issues and recalls undermined buyer confidence in the high-priced American truck. But signs of a rebound in sales have emerged.
The Key Details
- Ford F-150 sales fell 67% in Australia during 2025
- Model has been recalled 13 times since Aussie launch two years ago
- Issues linked to right-hand drive conversion process
- Nationwide stop-sale issued in July 2025
- Toyota Tundra outsold the F-150 by the end of the year
The Finer Details
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, which can cost as much as $163,950 (before on-road costs) in Australia, has been recalled 13 times since its official debut.
Many 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.
That decision now appears costly, with a nationwide stop-sale order issued in July 2025 that prevented dealers from delivering stock.
The impact on sales has been stark.
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.
The Road Ahead
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.
Related: Updated 2026 Ford F-150 pricing and specs announced
Related: Toyota insists the Tundra isn’t too late to the party
Related: Ford F-150 – What you need to know
Related: Recall wrap: More trouble for Ford F-150
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