FORD

Ford in Australia: Why This Iconic Brand Still Matters to New Car Buyers

For Australian car buyers, Ford is one of those brands that feels bigger than a badge. It is part of our road trips, work sites, towing setups, family holidays and motorsport memories. Globally, Ford dates back to 1903, and in Australia its story stretches back to 1925, giving it one of the deepest local histories of any major car maker still competing here today. That long history matters, because Ford is not just selling into Australia, it has been part of Australia for generations.

Ford’s Australian story is a big reason people still trust it

Ford Australia was established in Geelong on 31 March 1925, and the first vehicle to roll out locally was the Model T. Over time, Ford became woven into Australian culture through models like the Falcon and through engineering milestones that still get talked about today. One of the most famous is the 1934 Coupe-Ute, a groundbreaking vehicle invented in Australia after a Gippsland farmer asked Ford for something that could take his wife to church on Sunday and carry pigs on Monday. That mix of practicality and ingenuity still feels very Ford.

That heritage is not just nostalgic trivia. It helps explain why Ford still carries genuine emotional weight in Australia. A lot of brands sell vehicles here, but fewer brands can honestly say they helped shape how Australians think about cars, utes and everyday mobility. Ford can.

Ford is still deeply connected to Australia today

One of the most interesting things about Ford in 2026 is that Australia is still hugely important to the brand. Ford Australia says this country is a key global product development hub, with local engineers and designers leading development of the Ford Ranger, Ranger Raptor and Everest, vehicles sold in around 180 markets globally. Ford also says it employs around 1,500 people across five Victorian locations, making it Australia’s largest direct automotive employer.

That is a major point of difference for new car buyers. Ford is not simply importing a global range and hoping it fits local conditions. Some of its most important vehicles have been shaped by Australian roads, Australian towing demands, Australian work use and Australian touring culture. For buyers who want a ute or SUV that feels like it actually understands local life, that is a strong part of Ford’s appeal.

Why Ford is winning right now in Australia

Ford’s current market position shows just how relevant the brand still is. According to FCAI VFACTS data, Ford was Australia’s second-best-selling brand in 2025 with 94,399 vehicles sold. Even more impressive, the Ford Ranger was the top-selling vehicle in the country with 56,555 sales, while the Ford Everest also landed in the national top five with 26,161 sales. The same FCAI report shows Australian buyers are increasingly choosing SUVs and light commercial vehicles, which lines up perfectly with Ford’s strengths.

That matters because modern Australian buying habits are not really centred on small hatchbacks and sedans the way they once were. Buyers want dual-purpose vehicles that can handle work during the week and family or adventure duties on the weekend. Ford is sitting right in the middle of that demand curve, and that is a big reason it continues to perform so strongly.

The Ford models Australians keep coming back to

The Ford Ranger is the obvious hero of the lineup. It has evolved from a straight-up work ute into something much broader: a tradie vehicle, a family car, a tow rig and an off-road tourer all in one. Ford describes Ranger as covering both work and play requirements, and it offers a wide spread of variants from XL and XLT through to Wildtrak, Platinum and Raptor. Ford also highlights Ranger’s Australian design and engineering story, which has become a huge part of its identity.

The Ford Everest plays a similarly important role for SUV buyers. It is aimed at Australians who want seven-seat practicality, towing confidence, touring capability and a more premium large-SUV feel. Ford positions Everest as a family-ready SUV with flexible space, strong connectivity and the sort of capability that suits camping, regional travel and long-distance driving. That makes it a very natural fit for Australian buyers who want one vehicle to do almost everything.

Ford’s present is not just petrol and diesel anymore

Ford’s local future is not limited to traditional drivetrains. In Australia, Ford already offers the Mustang Mach-E as an electric SUV, and it also has the Ranger PHEV as a plug-in hybrid ute option. That is important because it shows Ford is expanding choice rather than trying to force every buyer into a single solution. For Australian buyers, especially those still balancing range, charging access, towing needs and fuel costs, that kind of flexibility is appealing.

The Ranger PHEV is especially significant because it brings electrification into one of Australia’s favourite vehicle categories. Ford says the Ranger Plug-in Hybrid combines electric driving capability with the towing, payload and off-road expectations buyers already have of Ranger, while also introducing Pro Power Onboard so tools and gear can be powered directly from the vehicle. That is exactly the sort of real-world innovation that can get Australian ute buyers interested in electrification without asking them to give up practicality.

What the future looks like for Ford in Australia

Ford’s near future in Australia looks strong, especially if you are shopping in the ute or large SUV space. Ford officially revealed an updated 2026 Ranger and Everest lineup with refreshed styling, wider availability of the 3.0-litre V6 turbo-diesel, standard 10-speed automatic transmissions across the regular range, and 12-inch infotainment screens available across all variants. That tells you Ford is not standing still even with vehicles that are already selling well.

Then there is the Ranger Super Duty, which Ford says is arriving in mid-2026. It has been developed to deliver heavier-duty towing and hauling capability, with Ford positioning it as a serious solution for demanding commercial users and long-distance towing customers. For buyers who need even more capability than a standard Ranger offers, that is a major development and another sign that Ford is doubling down on segments Australians care about most.

So, is Ford a smart new car choice in Australia?

For a lot of buyers, absolutely.

Ford has something many brands would love to have: real Australian credibility. It has history here, it still engineers important vehicles here, and right now it is selling some of the vehicles Australians most want to buy. The Ranger and Everest give Ford serious momentum in the present, while the Ranger PHEV, Mustang Mach-E and Ranger Super Duty show the brand is actively building for what comes next.

If you are buying a new car in Australia and you want a brand with proven local relevance, strong resale appeal, broad capability and a future-facing lineup, Ford deserves a spot near the top of your shortlist. For many Australians, it already is.