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Ford reports Q2 sales down 10% as it transforms the business
Detroit Free Press • • business
Key Points:
- Ford's U.S. vehicle sales declined in the second quarter by 10.3% and for the first half of 2026 by 9.6%, partly due to phasing out the Ford Escape and Lincoln Corsair SUVs and a drop in commercial fleet sales.
- Despite the overall sales decline, Ford's F-Series remains the nation's top-selling pickup, delivering 357,801 units through June and maintaining its lead for nearly 50 consecutive years.
- The company grew its estimated June retail market share to 12.3%, driven by strong demand for high-margin SUVs like the Expedition, Explorer, Bronco, and F-Series trucks, offsetting the impact of discontinued models.
- Supply constraints affected F-Series production due to aluminum supplier fires last year, leading to an 11% sales decline for the truck in the quarter, though Ford expects supply to improve in the second half of the year.
- Ford's off-road performance trims, including Bronco, Raptor, Tremor, and FX4 packages, saw significant growth, accounting for nearly 24% of first-half sales, and its commercial vehicle subscriptions grew nearly 20%, with over 900,000 active subscriptions.
