Ford reports Q2 sales dip as SUVs and F-Series drive retail share

Ford Motor Company reported a 10% decline in total second-quarter sales to 549,200 vehicles, citing planned model phase-outs and a 69% drop in daily rental sales, according to a company statement dated July 2, 2026.

Despite the overall sales decline, Ford's estimated June retail market share rose 0.2 percentage points to 12.3%. The company said that excluding model transitions and assuming flat rental volumes, second-quarter sales would have increased an estimated 0.5%.

F-Series truck sales reached 357,801 units in the first half, outselling the second-place Chevrolet Silverado by more than 80,000 units. Combined sales of Bronco, Explorer, and Expedition rose 10.1% in the first half, which Ford described as the best such performance for that lineup in 25 years.

The Ford Maverick Hybrid set a second-quarter sales record with 29,457 vehicles sold. Mustang first-half sales rose 22% to 28,725 units. Ford Pro Transit totaled 78,925 sales through the first half, surpassing last year's first-half pace.

On the Lincoln side, Nautilus achieved a record second quarter while Aviator posted a record first half.

Paid software subscriptions for Ford Pro Intelligence grew approximately 20% in the first half, surpassing 900,000 active subscriptions.

The phase-out of the Ford Escape and Lincoln Corsair is underway. Retooling has begun at the Louisville Assembly Plant to produce a small four-door electric pickup built on Ford's Universal Electric Vehicle platform, which the company said is expected to launch next year.

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