Ford's off-road models and trims generated 364,141 sales through September, accounting for 24 percent of the company's U.S. total. That share rose 3.8 percentage points from the prior year, while volume increased 8.4 percent.
The off-road performance lineup includes Raptor, Tremor, and FX4 packages across Ford's truck and SUV lineup. Raptor sales increased 4.6 percent through September. Tremor sales jumped 122 percent. The Bronco posted record third-quarter sales of 38,020 vehicles.
Ford CFO Sherry House credited the richer product mix, including Tremor and other off-road trims, with helping Ford increase adjusted earnings despite lower revenue. The brand generated $49.5 billion in revenue during the quarter, down 2 percent year over year. Adjusted earnings before interest and taxes climbed 3 percent to $2.7 billion.
Pricing supports the margin advantage. Advertised starting MSRPs are $59,860 for the Ranger Raptor, $78,815 for the F-150 Raptor, and $82,685 for the Bronco Raptor. Each starts well above the $50,562 industry average transaction price Kelley Blue Book reported for September.