On the Dash:
- Ford’s Q3 sales fell 6.6% to 509,764 vehicles following the planned phaseout of Escape and Corsair, while adjusted retail share rose 0.4 percentage points to 12.1%.
- F-Series sales increased 2.4% in September, with Super Duty production reaching its strongest quarterly level in 19 years.
- Maverick Hybrid, Bronco, Explorer and Ford’s off-road lineup posted strong gains, while paid software subscriptions surpassed 1.7 million.
On October 2, Ford released its third-quarter sales report, illustrating that total vehicle sales fell by 6.6% after the automaker phased out its Escape and Lincoln Corsair crossover models. In the quarter, Ford sold 509,764 vehicles and 1.52 million through September.
Excluding the planned phaseout vehicles, the automaker estimates its retail market share increased by about 0.4 percentage points year over year to 12.1%. Adjusted for these models, Ford’s total vehicle sales volume remained essentially unchanged from a year ago, while the industry overall declined about 1%.
Notably, demand for the Expedition, Explorer, and Bronco helped support retail market share and pricing power during this transition.
Meanwhile, F-Series sales increased 2.4% in September to 67,448 trucks, and year-to-date F-Series sales reached 561,508. However, the automaker remains on track for its 50th consecutive year as America’s best-selling truck, as F-Series production grew 4.5% in Q3 to 266,777 trucks. Conversely, Super Duty production reached 110,275 trucks, up 4.4% and the best quarterly result in 19 years.
Supplier issues impact truck production
As previously reported by CBT News, Ford’s CEO noted that a short-term supplier issue affecting F-150 production at the end of September will have a financial impact that remains within its existing adjusted EBIT guidance of $10 billion to $11 billion for 2026. However, the Maverick Hybrid also posted a record third quarter with 27,793 pickups sold, up 59.6%. Year-to-date Maverick sales reached a record 74,300 vehicles.
Additionally, Ford Blue Advantage certified pre-owned sales surged 44% in Q3, making it the top certified pre-owned brand for the quarter.
Ford is also growing its software and connected services business. Through September, active paid subscriptions to Ford software exceeded 1.7 million, up more than 40% year over year. Through Q3, Ford and Lincoln customers logged nearly 14 million total hours of hands-free highway driving with BlueCruise. In Q3, Ford Remote Services completed nearly 1.1 million customer experiences, an 11% increase, while Mobile Service completed more than 701,000 experiences, up 18%.
New products and incentives
Currently, nearly 4,500 Mobile Service units are operational across the U.S. The automaker continues to use over-the-air updates to add new capabilities to older model vehicles. Customers can now order the F-150 Carhartt Edition and will soon be able to order the Bronco Filson and Bronco RTR editions, with orders starting later in October.
Ford has extended its Power Promise through Q4 for customers who purchase or lease a new 2026 Mustang Mach-E. Eligible customers can choose between a complimentary home charging station with standard installation or $1,500 in bonus cash. Mustang sales increased by 7.5% in Q3 and by 17.9% through September, contributing to Ford’s momentum in the performance vehicle segment.
