Ford Motor Co. (NYSE: F) reported increased retail market share in the first quarter, driven by double-digit growth in large SUV sales and continued leadership of its F-Series trucks.

The automaker's estimated retail market share rose 0.2 percentage points to 11.6% in the quarter, according to a company statement. Combined sales of Ford's Bronco, Explorer and Expedition models increased 17.9%, marking the strongest start for this product lineup since 2002.

Total vehicle sales declined 8.8% to 457,315 units, which Ford attributed to the planned discontinuation of the Escape and Lincoln Corsair models, along with comparisons to a strong industry performance in March 2025.

F-Series truck sales totaled 159,901 vehicles in the quarter, maintaining its position as America's best-selling truck. The company said F-Series sales grew sequentially in February and March, with March recording the strongest monthly volume at 62,238 trucks.

Explorer sales rose 29.7% to 61,387 vehicles, while Expedition sales climbed 30.2% to 17,554 units. Ford said the Explorer remains America's top-selling three-row SUV.

Commercial vehicle performance remained strong, with Ford Transit van sales reaching 34,248 units. The company maintained its position as the leading commercial vehicle seller in the United States.

Ford Pro Intelligence paid software subscriptions increased approximately 29% during the quarter, surpassing 865,000 active subscriptions. The company's BlueCruise hands-free highway driving feature accumulated over 10.1 million cumulative hours of use.

"The first quarter showed our team worked hard to maintain retail share and navigate a changing industry, while underlying demand remains strong for F-Series, SUVs and the Ford Pro business," said Andrew Frick, president of Ford Blue and Model e.