Ford is aiming to overtake Toyota in U.S. certified pre-owned (CPO) vehicle sales in 2027 as the automaker looks to strengthen its business amid declining new-car sales. Ford has already outsold Toyota in quarterly CPO sales for the first time, delivering 130,112 vehicles in the third quarter this year, and is on track to reach a record 450,000 CPO sales for the full year.
Ford Closes the Gap in Certified Pre-Owned Sales
Toyota has long led the U.S. certified pre-owned market, supported by a broad lineup of affordable vehicles that appeal to used-car shoppers. Ford, meanwhile, has traditionally competed with General Motors in new-car sales but is now working to challenge Toyota’s position in the CPO segment.
Ford aims to become the country’s top seller of certified pre-owned vehicles in 2027. The goal comes as the company faces declining new-car sales, making its growing used-vehicle business increasingly important.
Ford’s third-quarter performance marks a significant step toward that target. The automaker sold 130,112 CPO vehicles during the period and is on track to set a new annual record with 450,000 sales this year.
Affordability Drives Ford’s CPO Strategy
Ford’s expanding certified pre-owned business gives dealers another way to attract budget-conscious shoppers, offset weaker new-car sales and develop long-term customer loyalty. Affordability has become an increasingly important consideration, with the average new-car transaction price in the United States reaching $50,562 in September.
Ford’s product lineup also reflects a shift away from some of the lower-priced vehicles traditionally available to buyers. At the beginning of the decade, the automaker exited the sedan segment, where Toyota continues to compete with the Corolla and Camry.
Toyota also offers the Prius, a hatchback/liftback that starts below $30,000. Ford has discontinued the Escape and Lincoln Corsair, leaving the Maverick and Bronco Sport as its most affordable models, both starting at around $30,000.
Ford Blue Advantage Expands Through Dealerships
Ford credits much of its CPO sales growth to its dealer-led Ford Blue Advantage program, which launched in 2021 and has continued to expand. About 70% of Ford’s 2,800 U.S. dealerships participate in the program.
The automaker has also broadened how customers can shop for certified pre-owned vehicles. Last year, Ford began selling CPO vehicles through Amazon Autos, giving shoppers an alternative to the traditional dealership purchasing process.
The dealership program and online sales channel have helped Ford expand its presence in the certified used-car market.
Ford Targets More Than 500,000 CPO Sales in 2027
Toyota is likely to remain the leader in U.S. certified pre-owned sales this year. Ford, however, plans to sell more than 500,000 CPO vehicles in 2027, a target that could put it ahead of the Japanese automaker.
Ford is also planning to expand its affordable new-vehicle lineup. By 2030, the company intends to introduce five new models priced below $40,000, including the Fathom, an all-electric pickup truck with a starting MSRP of $28,350.
Those new vehicles will not immediately add to Ford’s certified pre-owned sales. Over the following decade, however, they could eventually become part of its CPO inventory.
Ford’s push to sell more certified pre-owned vehicles comes as affordability remains a major concern in the U.S. auto market. Its target of more than 500,000 CPO sales in 2027 represents the next step in its effort to challenge Toyota’s long-standing lead.
