Ford Motor Boston Consulting Group Matrix

The Ford Maverick is a standout Star within Ford's product lineup, thanks to its impressive performance in the compact pickup truck market. Its dominant market share and consistent sales growth solidify its position as a leader.

In the first quarter of 2025, the Maverick captured a remarkable 85% of the U.S. compact pickup segment, even as the overall segment saw a minor contraction. This demonstrates its exceptional appeal and market penetration.

Further highlighting its success, Maverick sales experienced a significant surge of 26% in the second quarter of 2025 within the U.S. Notably, almost 60% of these sales came from customers new to the Ford brand, underscoring the Maverick's ability to attract a broader customer base into a growing niche.

Ford Pro continues to shine as a Star, with its EBIT reaching $9.0 billion in 2024 and projected between $7.5 billion to $8.0 billion for 2025, demonstrating robust profitability and a 15% revenue increase in 2024 driven by software and telematics. The Bronco and Bronco Sport are also Stars, with Bronco sales up 35% and 51.3% in Q1 and Q2 2025 respectively, capturing the growing demand for off-road SUVs. The Maverick is another Star, dominating the compact pickup segment with 85% market share in Q1 2025 and attracting new customers, with sales up 26% in Q2 2025. The F-150 PowerBoost Hybrid is a Star, showing a 47% sales increase in 2024, capitalizing on the electrified truck market. Finally, the Mustang Mach-E is a Star in Ford's EV lineup, with a 21% sales increase in Q1 2025 and accounting for 51% of Ford's total EV sales, leading the electric crossover segment.

Ford Motor Credit Company stands as a prime example of a Cash Cow within Ford's broader portfolio. Its core business of automotive financing and leasing consistently generates substantial profits, providing a stable and predictable revenue stream for the parent company.

In 2024, Ford Motor Credit reported earnings before taxes (EBT) of $1.7 billion, marking a significant $323 million increase. Projections for full-year 2025 indicate this figure is expected to climb to approximately $2.0 billion, underscoring its robust performance and continued contribution to Ford's financial health.

The Ford F-Series remains Ford's undisputed Cash Cow, consistently driving significant revenue and profit. Its dominance in the truck market, evidenced by 48 consecutive years as America's best-selling truck and 43 years as the best-selling vehicle, highlights its stable cash-generating ability.

In 2024, the F-Series sold 765,649 units in the U.S., demonstrating its enduring market appeal and reliable performance, which translates into substantial and consistent cash flow for Ford.

The Ford Blue segment, encompassing traditional ICE and hybrid vehicles, is a vital Cash Cow, generating $101.9 billion in revenue and $5.3 billion in EBIT in 2024. Despite a projected dip in EBIT for 2025, this segment remains a cornerstone of Ford's profitability, funding crucial investments in new technologies.

Ford's North American sedan portfolio, following its strategic exit from most of this segment, can be characterized as a Question Mark or potentially a Divested Dog. The phasing out of models like the Fusion, Fiesta, and Focus in North America indicates a move away from low-growth markets where the company did not hold a commanding position. This strategic shift aimed to reallocate resources to more profitable and high-growth areas.

Ford's older sedan models, like the Taurus which was discontinued in North America prior to 2025, would have been classified as Dogs. These vehicles operated in a declining market segment with low growth prospects and limited competitive advantage for Ford. Their phasing out reflects a strategic decision to cut losses and reallocate resources.

The Ford EcoSport, particularly in its later years before discontinuation in key markets, represented a Dog. It faced intense competition in the subcompact SUV segment and struggled to achieve significant market share or profitability. Its sales performance indicated it was a cash trap, consuming resources without generating substantial returns.

Ford's strategy involved divesting from or phasing out products that were not contributing positively to overall growth and profitability. This aligns with a broader market trend of manufacturers streamlining their portfolios to focus on more lucrative segments.

Ford's commitment to next-generation EV platforms, including substantial investments in battery manufacturing, positions these as potential future Stars within the BCG matrix. These initiatives are designed to capture anticipated growth in the electric vehicle market.

In 2024, Ford announced plans to invest an additional $3.5 billion in its Michigan operations for EV and battery production, signaling a significant capital outlay for future market positioning. While these investments are critical for long-term EV success, they currently represent a substantial drain on resources with no immediate return.

Question Marks in Ford's portfolio represent areas with high growth potential but currently low market share, demanding significant investment. These segments, like the Model e division and its F-150 Lightning, consume substantial cash with uncertain future returns.

Ford's strategic investments in next-generation EV platforms and emerging mobility services also fall into this category. While these ventures aim to capture future market growth, they require considerable capital for R&D and scaling, with profitability still a distant prospect.

The success of these Question Marks hinges on Ford's ability to navigate technological advancements, market acceptance, and intense competition. Without a clear path to market leadership, these investments carry inherent risks.

Ford's Q1 2025 earnings highlighted the challenges, with the Model e division reporting a $1.1 billion loss, contributing to the company's overall EBIT loss of $2.4 billion for the quarter. This underscores the ongoing cash burn associated with its EV ambitions.