Ford (NYSE: F) Q2 U.S. sales fall 10% as trucks, SUVs and software grow
Filing Impact
Filing Sentiment
Form Type
8-K
Rhea-AI Filing Summary
Ford Motor Company reported a mixed second quarter for 2026 U.S. sales. Total second-quarter sales declined 10% to 549,200 vehicles, but estimated June retail market share edged up 0.2 percentage points to 12.3% as customers shifted toward higher-margin trucks and SUVs.
First-half F-Series sales reached 357,801 units, keeping America’s best-selling truck well ahead of its nearest competitor, while Maverick Hybrid set a quarterly record with 29,457 units sold. Bronco achieved record first-half sales of 76,936 vehicles and outsold the Jeep Wrangler in the quarter.
Ford highlighted strong commercial and software momentum, with first-half truck and van sales of 576,288 vehicles and Ford Pro Intelligence paid software subscriptions rising about 20% to more than 900,000. The company is retooling its Louisville Assembly Plant to build an all-new affordable small electric pickup on its Universal Electric Vehicle platform next year.
Positive
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Negative
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Insights
Ford’s Q2 U.S. sales mix shifts toward higher‑margin trucks and SUVs despite lower total volume.
Ford shows a strategic transition: total second-quarter sales fell 10% to 549,200, yet June retail share rose to 12.3% as buyers favored high-margin F-Series, Bronco, Explorer, Expedition and commercial vans. This supports the company’s focus on profitable segments rather than sheer volume.
Product highlights include 357,801 first-half F-Series sales, record Maverick Hybrid and Bronco volumes, and 576,288 first-half truck and van sales. Software and services scale is growing, with Ford Pro Intelligence subscriptions above 900,000, up about 20%, and BlueCruise surpassing 12 million cumulative hands-free driving hours.
Ford is also preparing for future EV offerings, retooling the Louisville Assembly Plant to build an all-new affordable small electric pickup on its Universal Electric Vehicle platform. Actual financial impact will depend on execution of the model phase-outs, rental sales normalization, and uptake of the new electric pickup once production begins.
8-K Event Classification
2 items: 8.01, 9.01
2 items
Item 8.01
Other Events
Other
Voluntary disclosure of events the company deems important to shareholders but not covered by other items.
Item 9.01
Financial Statements and Exhibits
Exhibits
Financial statements, pro forma financial information, and exhibit attachments filed with this report.
Key Figures
Q2 2026 U.S. sales: 549,200 vehicles
June retail share: 12.3%
First-half total sales: 1,006,515 vehicles
+5 more
8 metrics
Q2 2026 U.S. sales
549,200 vehicles
Total second-quarter 2026 sales, down 10%
June retail share
12.3%
Estimated June 2026 retail market share, up 0.2 points
First-half total sales
1,006,515 vehicles
Q2 / first half 2026 combined total
First-half F-Series sales
357,801 trucks
America’s best-selling truck, first half 2026
Maverick Hybrid Q2 sales
29,457 trucks
Second-quarter 2026 record for Maverick Hybrid
Ford Pro subscriptions
900,000+
Ford Pro Intelligence paid software, up ~20% first half
Commercial share
40.4%
Share of U.S. Class 1–7 commercial truck and van segment
Off-road trims sales
240,634 vehicles
First-half 2026 off-road performance trims, up 6.5%
Key Terms
retail market share, Universal Electric Vehicle platform, Ford Pro Intelligence, BlueCruise hands-free driving, +2 more
6 terms
Universal Electric Vehicle platform technical
"built on its Universal Electric Vehicle platform"
Ford Pro Intelligence financial
"Paid software subscriptions for Ford Pro Intelligence rose approximately 20%"
BlueCruise hands-free driving technical
"BlueCruise hands-free highway driving surpassed 12 million cumulative hours"
Class 1-7 commercial truck and van segment market
"a 40.4% share of the Class 1-7 commercial truck and van segment"
Mobile Service other
"Mobile Service continues with strong momentum, delivering almost 870,000 experiences"
UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, D. C. 20549
FORM 8-K
CURRENT REPORT
Pursuant to Section 13 or 15(d) of
the Securities Exchange Act of 1934
Date of Report: July 2, 2026
(Date of earliest event reported)
(Exact name of registrant as specified in its charter)
(State or other jurisdiction of incorporation)
| (Commission File Number) | (IRS Employer Identification No.) | ||||||||||
| (Address of principal executive offices) | (Zip Code) | ||||||||||
Registrant’s telephone number, including area code 313 -322-3000
Check the appropriate box below if the Form 8-K filing is intended to simultaneously satisfy the filing obligation of the registrant under any of the following provisions:
(17 CFR 240.14d-2(b))
(17 CFR 240.13e-4(c))
Securities registered pursuant to Section 12(b) of the Act:
Title of each class | Trading Symbol(s) | Name of each exchange on which registered | ||||||||||||
Indicate by check mark whether the registrant is an emerging growth company as defined in Rule 405 of the Securities Act of 1933 (§230.405 of this chapter) or Rule 12b-2 of the Securities Exchange Act of 1934 (§240.12b-2 of this chapter).
Emerging growth company ☐
If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. ☐
Item 8.01. Other Events.
Our news release dated July 2, 2026 concerning U.S. sales in the second quarter of 2026 is filed as Exhibit 99 to this Report and incorporated by reference herein.
Item 9.01. Financial Statements and Exhibits.
EXHIBITS*
| Designation | Description | Method of Filing | ||||||
Exhibit 99 | News release dated July 2, 2026 | Filed with this Report | ||||||
| concerning second quarter 2026 U.S. sales | ||||||||
| Exhibit 104 | Cover Page Interactive Data File | ** | ||||||
| (formatted in Inline XBRL) | ||||||||
SIGNATURE
Pursuant to the requirements of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.
| FORD MOTOR COMPANY | ||||||||
| (Registrant) | ||||||||
| Date: July 2, 2026 | By: | /s/ David J. Witten | ||||||
| David J. Witten | ||||||||
| Assistant Secretary | ||||||||
| * | Any reference in the attached exhibit(s) to our corporate website(s) and/or other social media sites or platforms, and the contents thereof, is provided for convenience only; such websites or platforms and the contents thereof are not incorporated by reference into this Report nor deemed filed with the Securities and Exchange Commission. | |||||||
| ** | Submitted electronically with this Report in accordance with the provisions of Regulation S-T. | |||||||
For news releases, related materials and high-resolution photos and video, visit Ford From the Road. https://twitter.com/ford https://ford.to/facebook https://ford.to/linkedin News Ford Large SUVs and F-Series Lead First-Half Growth; Maverick Hybrid and Bronco Set Records • F-Series retains truck crown: America’s No. 1 truck is on pace for 50 straight years as the nation's best-selling truck, delivering 357,801 units through June. • Record Maverick Hybrid sales: America's No. 1 hybrid truck set a second quarter record with 29,457 vehicles sold • Large SUV momentum: Combined sales of Bronco, Explorer and Expedition rose 10.1%, representing the best first-half performance for this high-margin lineup in 25 years • Bronco sets a new milestone: Bronco set first half and second quarter record and outsold Jeep Wrangler in Q2 • Off-Road performance expansion: Sales of Ford’s off-road performance vehicles rose 6.5% through the first half • Mustang dominates sports cars: First-half Mustang sales surged 22% to 28,725 vehicles, outselling its nearest non-premium competitor sevenfold. • No. 1 commercial van: America’s best-selling van, the Ford Pro Transit, totaled 78,925 sales, outpacing last year’s record sales performance at the halfway mark • Lincoln SUV records: Nautilus achieved record Q2 sales, while Aviator posted record first half • Subscriptions growth: Paid software subscriptions for Ford Pro Intelligence rose approximately 20% in the first half, surpassing 900,000 active subscriptions DEARBORN, Mich., July 2, 2026 — Ford grew its estimated June retail market share by 0.2 percentage points to 12.3%, driven by strong demand for high-margin SUVs and F-Series trucks. The company’s focus on high-margin SUVs — Expedition, Explorer and Bronco — sustained retail share during the planned phase-out of the Ford Escape and Lincoln Corsair. This transition paves the way for Ford's all-new, affordable small electric pickup built on its Universal Electric Vehicle platform. Total second-quarter sales declined 10% to 549,200 vehicles, reflecting the model phase-outs and a 69% drop in daily rental sales. Retooling is underway at the Louisville Assembly Plant to build the all-new, affordable small four-door electric pickup off the Universal Electric Vehicle platform next year. Excluding these model transitions and assuming flat rental volumes, Ford’s second- quarter sales would have risen an estimated 0.5%, outperforming flat industry sales. First-half F-Series sales reached 357,801 units, maintaining market leadership as America’s best-selling truck and outselling the second-place Chevrolet Silverado by more than 80,000 units.
For news releases, related materials and high-resolution photos and video, visit Ford From the Road. 2 Although customer demand remains high, first-half F-Series sales reflect a retiming of commercial production following last year's aluminum supply shortages. Ford expects supply to recover more fully in the second half of the year. “Gaining retail market share last month even as we are phasing out some high-volume models shows the strength of the Ford lineup,” said Andrew Frick, president of Ford Blue and Model e. “F-Series widened its lead over competitors, and we continue to lean into our strengths: the Bronco family, large SUVs, off-road performance and Ford Pro commercial vehicles. We are exactly where we need to be to deliver on our second-half goals.” By the Numbers (Q2 / First Half 2026) • Total sales: 1,006,515 vehicles, closing the quarter with an estimated 12.3% June retail share. • Truck and van leadership: Ford remains America’s best-selling truck manufacturer, with 576,288 vehicles sold in the first half. • Maverick: America’s best-selling hybrid pickup set a Q2 record with 29,457 units sold, up 19.3%. • F-Series: 357,801 first-half sales, keeping it America’s best-selling truck. • Bronco: Record first-half (76,936 units) and record Q2 (45,739 units), outselling the Jeep Wrangler in Q2. • Explorer: America’s best-selling three-row SUV, with 126,925 units sold through June. • Ford Transit: America’s best-selling van, with 78,925 units sold through June. • Ford Pro software: Paid subscriptions topped 900,000, up approximately 20% in the first half. • BlueCruise hands-free driving: Exceeded 12 million cumulative hours. Ford Trucks: No. 1 in America • F-Series led the industry with 357,801 trucks sold in the first half, outselling its nearest competitor by more than 80,000 units. • The F-150 Hybrid remains America’s best-selling full-size hybrid pickup, with 24,596 trucks sold through June. • Maverick Hybrid sales reached a record 46,507 in the first half. Q2 sales rose 19.3% to a record 29,457 units, securing its position as America’s best-selling hybrid pickup. • Sales of the Ford Pro Transit totaled 78,925 units, pacing ahead of last year’s record- setting performance for America's best-selling van. • Total first-half truck and van sales of 576,288 secured Ford's position as America’s No. 1 truck manufacturer.
For news releases, related materials and high-resolution photos and video, visit Ford From the Road. 3 Bronco, Explorer and Expedition Fuel SUV Expansion • Explorer sales expanded 21% to 126,925 units in the first half, driven by a refreshed trim strategy. The high-volume Active and ST-Line trims target growing families, while premium Tremor and Platinum trims attract buyers seeking high-end capability. • Combined sales of Explorer Active and ST-Line trims climbed 31.0% in the first half, while premium Platinum and Tremor series surged 55.6%. Explorer Tremor posted its best monthly sales in June since launching last October. • Although total Expedition sales fell 9.8% due to fleet order timing, retail sales rose 13.7% in the first half, with Q2 retail sales up 15.2%. • Bronco delivered record Q2 and first-half results, outselling the Jeep Wrangler for the quarter. Q2 sales rose 15.9%, while first-half sales grew 6.8% to a record 76,936 SUVs. • Off-road performance trims — including all Bronco, Raptor, Tremor and FX4 packages — accounted for 23.9% of Ford's first-half sales mix (up 3.6 percentage points). Sales of these specialized trims rose 6.5% to 240,634 vehicles. • Raptor sales rose 21.4% in Q2 and 10.6% in the first half. • The Tremor trim series continues to expand, with first-half sales up 118% year over year. Affordability as a Key Driver Ford’s commitment to providing a diverse and affordable range of price points continues to deliver results. Combined sales of the entry-level Maverick, Ranger and Bronco Sport rose 9.9% in Q2 and 9.2% through the first half of the year. • This growth was supported by strong entry-level demand for the Ranger XL (up 24.5%) and the Bronco Sport Big Bend (up 9.5%) through the first half. • America’s most affordable pickup in its most price accessible trim, the Maverick XL, saw sales rise 12.2% in Q2 and 3.9% through June. Lincoln Nautilus and Aviator Set New Records • Following record-setting Q2 for Nautilus and Nautilus hybrid, Lincoln’s luxury SUV lineup delivered significant gains. Aviator sales surged to a new record first half with 13,422 SUVs sold – up 11.7%.
For news releases, related materials and high-resolution photos and video, visit Ford From the Road. 4 Commercial Leadership: Ford Pro Ford started the year as the No. 1 brand in commercial vehicles. Based on Ford’s analysis of the most recent registration data through April, the company commands a 40.4% share of the Class 1-7 commercial truck and van segment. Digital and Services: Momentum Continues for Ford Pro Intelligence and BlueCruise • Ford Pro Intelligence paid software subscriptions grew by approximately 20% year- over-year in the first half of the year with a total of more than 900,000 active subscriptions today. • BlueCruise hands-free highway driving surpassed 12 million cumulative hours at the end of the first half, with updates continuing to provide new hands-free capability to earlier model year vehicles. Remote Services: Mobile Maintenance Grows Driven by the continued growth of Mobile Service, and strong customer demand, Ford Remote Services delivered standout results in the second quarter. Key performance milestones for the quarter and year-to-date include: • Remote experiences continues to over-deliver on plan, delivering nearly 1.5 million experiences globally (up 14%) with over 1.1 million experiences in the U.S. (up 16%). • Mobile Service continues with strong momentum, delivering almost 870,000 experiences globally (up 29%) and 737,000 experiences in the U.S. (up 27%). • Globally, we have over 4,800 vans on the road and over 4,400 in the U.S. • Pick-up & Delivery has delivered over 621,000 experiences globally and over 394,000 in the U.S. • YTD through June, globally we have delivered over 2.7 million remote experiences (up 12%) with over 2.0 million experiences in the U.S. (up 12%). Looking Ahead Ordering for the new Mustang RTR and the high-performance Mustang Dark Horse SC is now open along with the 30th edition trim package in the Expedition. On July 10, Ford will kick off a 23-store Bronco Filson North American tour at Filson’s flagship store in Seattle. The tour runs through October, when order banks are expected to open.
For news releases, related materials and high-resolution photos and video, visit Ford From the Road. 5 Prospective customers can see the Bronco Filson and meet the teams from Ford and Filson at these store events. # # # About Ford Motor Company Ford Motor Company (NYSE: F) is a global company based in Dearborn, Michigan, committed to helping build a better world, where every person is free to move and pursue their dreams. The company’s Ford+ plan for growth and value creation combines existing strengths, new capabilities, and always-on relationships with customers to enrich experiences for customers and deepen their loyalty. Ford develops and delivers innovative, must-have Ford trucks, sport utility vehicles, commercial vans and cars and Lincoln luxury vehicles, along with connected services, including BlueCruise (ADAS) and security. The company offers freedom of choice through three customer-centered business segments: Ford Blue, engineering iconic gas-powered and hybrid vehicles; Ford Model e, inventing breakthrough electric vehicles (“EVs”) along with embedded software that defines always-on digital experiences for all customers; and Ford Pro, helping commercial customers transform and expand their businesses with vehicles and services tailored to their needs. Additionally, the company provides financial services through Ford Motor Credit Company. Ford employs about 168,000 people worldwide. More information about the company and its products and services is available at corporate.ford.com. Contacts: Media Said Deep 1.313.658-0104 sdeep@ford.com Equity Investment Community Maria Ricciardone 1.248.510.9092 mariar@ford.com Fixed Income Investment Community Sean Moore 1.313.248.1587 smoor192@ford.com Shareholder Inquiries 1.800.555.5259 or 1.313.845.8540 fordir@ford.com
FAQ
How did Ford (F) U.S. vehicle sales perform in Q2 2026?
Ford’s total U.S. second-quarter 2026 sales declined 10% to 549,200 vehicles. The drop reflects planned model phase-outs and a 69% reduction in daily rental sales, partly offset by stronger demand for high-margin trucks, SUVs, and commercial vehicles.
What happened to Ford (F) F-Series and truck sales in the first half of 2026?
First-half F-Series sales reached 357,801 trucks, keeping it America’s best-selling truck by more than 80,000 units. Combined first-half truck and van sales totaled 576,288 vehicles, reinforcing Ford’s status as America’s No. 1 truck manufacturer across pickups and commercial vans.
How is Ford (F) performing in high-margin SUV segments like Bronco and Explorer?
Ford reported strong SUV momentum. Bronco set record first-half sales of 76,936 and a record second quarter, outselling the Jeep Wrangler in Q2. Explorer sales grew 21% to 126,925 units in the first half, supported by higher growth in Active, ST-Line, Platinum and Tremor trims.
What growth did Ford (F) report in software and digital services in early 2026?
Ford Pro Intelligence paid software subscriptions grew approximately 20% in the first half, surpassing 900,000 active subscriptions. BlueCruise hands-free highway driving usage exceeded 12 million cumulative hours, with ongoing updates extending hands-free capability to more vehicles in earlier model years.
How did Ford (F) describe its commercial vehicle and fleet position in 2026?
Ford said it started the year as the No. 1 brand in commercial vehicles. Based on registration data through April, it holds a 40.4% share of the U.S. Class 1–7 commercial truck and van market, supported by strong Ford Pro Transit van and broader commercial lineup sales.
What future product and EV plans did Ford (F) highlight in this update?
Ford is retooling the Louisville Assembly Plant to build an all-new, affordable small four-door electric pickup on its Universal Electric Vehicle platform next year. The company also opened ordering for the Mustang RTR, Mustang Dark Horse SC, and a 30th edition Expedition trim.