Ford’s U.S. sales dip about 10% as EV demand softens, but hybrids and trucks hit record-like momentum

Ford reported that its second-quarter U.S. vehicle sales fell 10.3% to 549,200 units, attributing much of the softness to weaker electric-vehicle demand. The result adds to a broader theme in U.S. auto sales so far in 2026, where many brands are navigating a slower EV transition while demand continues to concentrate in trucks, SUVs, and higher-margin segments.

Within the quarter, Ford highlighted volume and mix shifts rather than a uniform decline. It said its estimated June retail market share rose by 0.2 percentage points to 12.3%, suggesting that even as fewer vehicles were sold overall, buyers kept favoring Ford’s truck and SUV lineup. Ford’s U.S. sales performance was also framed as part of a transition period tied to model phase-outs.

In the truck category, Ford pointed to sustained strength for the F-Series. It reported first-half F-Series sales of 357,801 units, keeping the line ahead of its nearest competitor, according to Ford’s own results summary. Ford also emphasized commercial performance, saying first-half truck and van sales totaled 576,288 vehicles.

Ford’s “hybrid and utility” momentum was also a focal point. It said Maverick Hybrid set a quarterly record with 29,457 units sold, and it reported record first-half sales for Bronco, reaching 76,936 vehicles. Ford further noted that in the first half, Bronco outsold the Jeep Wrangler, a comparison Ford used to underscore relative share gains in the segment.

Alongside vehicles, Ford’s sales update stressed services, particularly software tied to its Ford Pro business. Ford said first-half Ford Pro Intelligence paid software subscriptions rose by about 20% to more than 900,000. It also referenced BlueCruise, its driver-assist system, noting it had surpassed 12 million cumulative hands-free driving hours.

For the company’s electric plans, Ford’s update included manufacturing preparation rather than near-term sales promises. Ford said it is retooling its Louisville Assembly Plant to build an all-new affordable small electric pickup on its Universal Electric Vehicle platform next year. The company did not say in the materials provided whether timing or specs have changed, only that the plant is being adapted for the next EV model.

Ford also indicated it is working through the discontinuation of two models, a detail cited in the market report that covered its sales slide. However, the documents surfaced in the materials reviewed here did not provide a full explanation of which models were being phased out, what volumes were expected to shift, or how Ford planned to manage replacement demand at the dealer level.

The remaining uncertainty is mostly around how much of the EV softness is temporary and how quickly Ford can offset it with mix improvements and upcoming products. While Ford’s update emphasized trucks, SUVs, and paid software subscriptions, it did not offer a detailed breakdown of EV unit trends by model or geography within the excerpted information reviewed for this story.

Investors and analysts will likely watch Ford’s next U.S. sales figures for signs that the EV drop stabilizes, and for whether truck-and-SUV strength continues to translate into better margins. The next disclosure from Ford is also likely to clarify how the model discontinuations affect mix and whether the announced Louisville EV program stays on its stated timeline.