Ford (F) reported a 10.3% drop in second-quarter US sales, to 549,200 vehicles, as electric-vehicle demand tumbled, F-Series and SUV volumes slipped, and the automaker worked through the discontinuation of two models.
The quarter was down across most of the lineup, and first-half sales fell 9.6% to just over 1 million vehicles. Ford notes that, excluding the Escape and Lincoln Corsair phase-outs and a 69% cut in daily rental sales, it said Q2 sales would have risen an estimated 0.5%.Â
Despite this, Ford said its estimated June retail market share rose 0.2 percentage points to 12.3%, and that the industry’s June sales pace topped a 17 million annual rate for the first time since July 2025.
Andrew Frick, president of Ford Blue and Model e, said gaining retail share “even as we are phasing out some high-volume models shows the strength of the Ford lineup.”
But waning EV demand continued to hit results. Ford EV sales fell 40.7% in Q2 to 9,746, with the Mustang Mach-E off 30.9% and the now discontinued F-150 Lightning down 58.6%. Hybrids slid 20% for the quarter, noteworthy given gains seen by rivals like Honda and Toyota. Through the first half, Ford’s EV sales are down 57.4%.
F-Series, America’s best-selling truck, continued its sales weakness too, but for other reasons. Sales fell 11% in Q2 to 197,900 and 13.3% for the first half to 357,801. Ford blamed a “retiming of commercial production” tied to last year’s aluminum supply shortages rather than slowing demand, and said it still outsold the No. 2 Chevrolet Silverado by more than 80,000 trucks through June.
The drop left Ford trailing its crosstown rival GM (GM), which reported a smaller 4.2% Q2 decline, and held its spot as the top-selling US automaker on the strength of its own trucks and SUVs. GM’s EV models tumbled too — a common theme in the US after expiration of the federal EV tax credit at the end of the third quarter last year.
On the flipside, Ford’s off-road themed Bronco was a clear winner. Sales rose 15.9% in Q2 to a record 45,739, and Ford said it outsold the Jeep Wrangler for the quarter, capping a first-half record of 76,936. The Explorer, Ford’s three-row SUV, gained 13.8% to 65,538. Combined Bronco, Explorer and Expedition sales rose 10.1% in the first half, which Ford called the high-margin group’s best showing in 25 years.
Hybrids offered other bright spots. The Maverick Hybrid set a Q2 record at 29,457, up 19.3%, and the Lincoln Nautilus notched record quarterly sales. The Mustang, bucking a shrinking car market, rose 22% for the first half to 28,725.
