F-PB · Ford Motor Company

Ford Motor Company's second-quarter 2026 U.S. sales results reflect a strategic transition as the company phases out lower-margin models like the Escape and Corsair to focus on high-margin SUVs and trucks. While total sales declined 10% to 549,200 vehicles—largely due to a 69% drop in daily rental sales and the model phase-outs—the underlying retail performance was robust. Excluding these transitions and assuming flat rental volumes, Ford estimates its Q2 sales would have risen 0.5%, outperforming flat industry sales.

Key growth drivers included the F-Series, which retained its status as America's best-selling truck with 357,801 first-half sales, outselling the Chevrolet Silverado by over 80,000 units. The Bronco family set records, with Bronco Q2 sales up 15.9% to 45,739, outselling the Jeep Wrangler. Large SUV momentum continued, with combined Bronco, Explorer, and Expedition sales rising 10.1% in the first half—the best performance for this high-margin lineup in 25 years. The Maverick Hybrid also set a Q2 record with 29,457 units sold, up 19.3%, reinforcing its position as America's best-selling hybrid pickup.

Ford's commercial and software segments showed strong progress. The Ford Pro Transit remained America's best-selling van with 78,925 first-half sales, pacing ahead of last year's record. Ford Pro Intelligence paid software subscriptions grew approximately 20% to over 900,000 active subscriptions, highlighting recurring revenue potential. BlueCruise hands-free driving surpassed 12 million cumulative hours.

Management commentary from Andrew Frick, president of Ford Blue and Model e, emphasized the strength of the Ford lineup and the success of leaning into high-margin vehicles despite model transitions. The company expects aluminum supply to recover more fully in the second half, supporting F-Series production. The all-new affordable small electric pickup, built on the Universal EV platform, is set to begin production next year at the retooled Louisville Assembly Plant.