On May 1, Ford reported a 16% increase in U.S. auto sales for April, driven by strong demand for pickup trucks and aggressive discounting through its employee pricing program. However, electric vehicle (EV) sales fell sharply, with a 40% decline compared to the same month last year.
The sales increase came amid heightened consumer urgency to purchase vehicles ahead of potential price hikes linked to President Donald Trump’s tariff policies. Ford capitalized on this demand with significant markdowns across several models, even as competitors raised prices to offset rising import costs. The company’s robust inventory position allowed it to offer customers thousands in savings.
Truck sales were the main contributor to the April gains. For instance, the automaker sold 99,954 pickup trucks, including the popular F-Series and compact Maverick, a 23% increase year-over-year.
In contrast, Ford’s EV lineup struggled. Sales of the Mustang Mach-E fell 40%, while the F-150 Lightning electric truck dropped 17%. A Ford spokesperson attributed the declines to model year transitions and low dealership inventory. As of early April, the Mach-E and Lightning had just 9 and 19 days’ supply on dealer lots, respectively. Ford said it expects EV sales to rebound in May.
Meanwhile, sales of hybrid vehicles saw a significant increase, rising by 30% in April.
In addition, Toyota’s North American division also posted strong results, reporting a 23.5% increase in April U.S. sales, totaling 35,174 units.
Nevertheless, the broader market remains fueled by strong consumer demand, with buyers looking to lock in purchases before further price disruptions hit the automotive sector.
