Ford’s U.S. sales fall, but Bronco, off-road trims and F-Series crown highlight the “winners”

Ford Motor’s U.S. sales declined in both the second quarter and the first half of 2026, but a closer look at the automaker’s model-by-model results shows clear winners alongside the losses. Ford said it sold 549,200 new vehicles in the United States during the second quarter, down 10.3% from a year earlier. For the first half, Ford reported 1,006,515 vehicles sold, down 9.6% compared with the first half of 2025.

The company’s pickup-heavy results were a mixed picture. Ford retained the No. 1 position in the U.S. pickup market, supported by continued strength in its F-Series lineup. Through June, Ford delivered 357,801 F-Series pickups. At the same time, Ford faced supply constraints that limited availability of its most popular vehicle. The reported issue traced back to two fires at an aluminum supplier, Novelis, in Oswego, New York, last fall.

Among the most notable “winners” was the Ford Bronco. The SUV sold 45,739 units in the quarter, up 15.9% year over year. Ford also described the Bronco as delivering record quarter and first-half results, with first-half sales rising 6.8% to a record 76,936 Broncos. In the quarter, the Bronco was said to have outsold the Jeep Wrangler.

Ford also highlighted gains in certain off-road performance trims, a category that includes Bronco and Ranger variants, along with Raptor, Tremor, and FX4 packages. The trims accounted for 23.9% of Ford’s first-half sales mix, a 3.6% increase versus a year earlier. Ford said sales of these specialized off-road configurations rose 6.5% to 240,634 vehicles in the first half, and it reported Raptor sales rose 10.6% during the first half.

Not everything performed well within the Ford and Lincoln brand mix. Ford’s Maverick posted nearly flat quarterly results, with 47,850 units sold, down 0.4% year over year. Lincoln’s Aviator, the brand’s midsize SUV, was described as nearly flat in the quarter at 7,156 units, down 1.3% year over year, though the model was reported as up by nearly 12% for the first half to 13,422 units sold.

Lincoln’s overall quarterly sales were reported as down 15.8% to 26,389 new vehicles. More broadly, the Ford brand’s sales were down 10% to 522,811 vehicles in the quarter. The reported breakdown underscores how Ford’s losses were not uniform across the lineup, but rather concentrated in segments where demand or supply appeared less favorable.

Ford’s results land in a period when automakers have been navigating shifting consumer demand, inventory and production constraints, and cost pressures. In that context, the “winners” described in the report may indicate that shoppers are prioritizing certain utility and off-road capabilities, even while overall volume remains pressured. It also suggests Ford’s product mix is becoming an increasingly important lever as it tries to manage what customers can buy versus what the market wants.

Still, key details that investors and analysts would typically look for were not provided in the sales breakdown itself. The post does not specify Ford’s geographic mix beyond the U.S., does not disclose pricing or incentive changes, and does not break out whether particular models were boosted by fleet orders versus retail demand. It also does not quantify how much of the reported sales weakness was driven by the aluminum-supplier disruption versus other production or demand factors. Future reporting on production rates, inventory levels, and margin impacts will be needed to interpret whether the winners represent durable demand or a temporary mix benefit.