On the Dash:
- Ford sold 549,200 vehicles in Q2, down 10.3% year-over-year, slightly better than Cox Automotive’s projection of an 11.5% decline.
- Pure EV sales fell 40.7%, while F-Series sales dropped 11% as Ford continued working through production timing tied to last year’s aluminum supply shortages.
- Despite the declines, F-Series remained America’s best-selling truck through the first half, while Ford’s estimated June retail market share rose 0.2 percentage points to 12.3%.
Ford reported a 10.3% drop in second-quarter U.S. sales, selling 549,200 vehicles compared with 612,095 in the same period last year. Through the first half, Ford sold 1,006,515 vehicles, down 9.6% from a year earlier and slightly better than Cox Automotive’s projection for a 10.3% first-half decline.
Two factors drove the decline. F-Series truck sales fell 11% after Ford’s top aluminum supplier restarted production following two fires late last year, disrupting commercial production timelines. Pure EV sales dropped 40.7%, with F-150 Lightning sales down 58.6% and Mustang Mach-E falling 30.9%. Ford also pointed to a 69% drop in daily rental sales and the planned phase-out of the Escape and Lincoln Corsair as additional contributors.
“Although customer demand remains high, first-half F-Series sales reflect a retiming of commercial production following last year’s aluminum supply shortages,” a company spokesperson said in its release. “Ford expects supply to recover more fully in the second half of the year.”
Where Ford gained ground
Not everything fell. Bronco had its best-ever first half and best-ever Q2, selling 45,739 units in the quarter, up 15.9%, and outselling the Jeep Wrangler for the period. Explorer sales rose 13.8% in Q2 and 21% in the first half to 126,925 units, making it America’s best-selling three-row SUV. Maverick Hybrid set a Q2 record with 29,457 units sold, up 19.3%, securing its position as America’s best-selling hybrid pickup.
Combined sales of Bronco, Explorer, and Expedition rose 10.1%, representing the best first-half performance for that SUV lineup in 25 years. Mustang first-half sales surged 22% to 28,725 units, outselling its nearest non-premium competitor sevenfold. Ford Pro Transit reached 78,925 units through June, ahead of last year’s record pace. Ford Pro Intelligence paid software subscriptions topped 900,000, up approximately 20% year-over-year.
Lincoln posted mixed results. Nautilus achieved record Q2 sales and Aviator posted a record first half with 13,422 units, up 11.7%. Navigator and Corsair both declined.
The bigger picture
Ford has sold 1,006,515 vehicles through the first half of 2026, down 9.6% from the same period last year. Excluding the model phase-outs and assuming flat rental volumes, Ford estimates its second-quarter sales would have risen approximately 0.5%.
The results landed a day after most major automakers reported better-than-expected Q2 numbers driven largely by hybrid demand. Motor Intelligence estimated June industry sales were up 7.5% year-over-year, with a monthly adjusted selling rate of 16.67 million units, higher than many forecasters had expected.
Ford is betting on a stronger second half. The company expects F-Series supply to normalize and is preparing to launch a new affordable electric pickup off its Universal Electric Vehicle platform from the retooled Louisville Assembly Plant next year.
For dealers, the quarter reflects a brand in transition. High-margin SUVs and hybrid trucks are performing. EVs and fleet volume are not. How quickly F-Series supply recovers will go a long way toward determining where Ford finishes the year.
