Ford Motor Co. reported a 10.3% decline in U.S. vehicle sales for the second quarter, delivering 549,200 vehicles as weaker electric vehicle demand, lower truck volumes, and model discontinuations weighed on overall performance.

For the first half of 2026, Ford sold just over 1 million vehicles, representing a 9.6% decline from the same period a year earlier. The company said that excluding the phase-out of the Ford Escape and Lincoln Corsair, along with a significant reduction in fleet sales to rental companies, second-quarter sales would have increased by an estimated 0.5%.

Despite lower deliveries, Ford said its estimated June retail market share improved by 0.2 percentage points to 12.3%, while the industry’s annualized June sales pace exceeded 17 million vehicles for the first time since July 2025.

Electric Vehicle Sales Continue to Weaken

Electric vehicle demand remained one of Ford’s biggest challenges during the quarter.

EV sales fell 40.7% year over year to 9,746 vehicles, with the Mustang Mach-E declining 30.9% and the discontinued F-150 Lightning dropping 58.6%.

Hybrid sales also declined 20% during the quarter, contrasting with continued hybrid growth reported by competitors such as Toyota and Honda.

For the first six months of the year, Ford’s EV sales have fallen 57.4%, reflecting broader weakness across the U.S. electric vehicle market following the expiration of the federal EV tax credit last year.

F-Series Truck Sales Decline

Ford’s F-Series pickup lineup, America’s best-selling truck franchise, also experienced softer results.

Second-quarter F-Series sales declined 11% to 197,900 units, while first-half sales dropped 13.3% to 357,801 vehicles.

The company attributed much of the decline to production timing adjustments related to aluminum supply shortages experienced last year rather than weakening customer demand.

Ford said the F-Series nevertheless maintained a lead of more than 80,000 units over the Chevrolet Silverado through the end of June.

Meanwhile, General Motors reported a smaller 4.2% second-quarter sales decline, allowing it to remain the largest-selling automaker in the U.S.

SUVs and Hybrids Provide Bright Spots

Several of Ford’s higher-margin products delivered record performances during the quarter.

The Ford Bronco achieved record quarterly sales of 45,739 units, increasing 15.9% from a year earlier. Ford said the Bronco outsold the Jeep Wrangler during the quarter.

The Explorer SUV also posted solid growth, with sales rising 13.8% to 65,538 vehicles.

Combined first-half sales of the Bronco, Explorer, and Expedition increased 10.1%, marking the strongest performance for the SUV group in approximately 25 years.

Among electrified vehicles, the Maverick Hybrid reached a record 29,457 units, representing a 19.3% increase, while the Lincoln Nautilus also achieved its highest quarterly sales on record.

The Mustang continued to outperform the broader passenger car segment, with first-half sales increasing 22% to 28,725 vehicles.

Affordable EV Strategy Moves Forward

Ford is continuing preparations for its next generation of affordable electric vehicles.

The company confirmed that retooling work is underway at its Louisville Assembly Plant to support production of a compact four-door electric pickup based on Ford’s Universal EV Platform.

Chief Executive Officer Jim Farley has repeatedly described the upcoming model as a key component of Ford’s long-term EV strategy. The vehicle is expected to launch next year with a starting price below $30,000.

Farley said Ford plans to introduce five to six affordable electric vehicles, leveraging battery cost improvements and engineering efficiencies developed by the company’s California-based advanced EV team.

He also compared the potential market opportunity to the success of the Maverick pickup, which has remained in strong demand since its launch.

Outlook

Ford continues to navigate a challenging transition as slowing electric vehicle demand, changing consumer preferences, and production adjustments weigh on near-term sales. However, strong demand for profitable SUVs, hybrid models, and the company’s upcoming affordable EV lineup could provide important growth opportunities as Ford reshapes its product portfolio over the coming years.