Ford says U.S. vehicle sales fell 10% in Q2 as key models rolled off and daily rentals dropped

Ford reported that its second-quarter 2026 U.S. vehicle sales declined about 10% year over year to 549,200 units, a result the company tied to the phase-out of certain models and a steep contraction in daily rental volumes.

In its update, Ford pointed to the transition away from vehicles including the Escape and the Lincoln Corsair, which reduced the overall sales base during the quarter. It also cited a 69% drop in daily rental sales, a category that can swing quickly when fleet operators adjust buying schedules.

Despite the headline decline in volume, Ford said June retail market share edged up to 12.3%, rising by 0.2 percentage points. The company attributed the improvement to continued strength in higher-margin segments, including trucks and SUVs, which tend to carry stronger profitability than some other parts of the market.

Ford highlighted performance across several nameplates. It said first-half F-Series sales reached 357,801 vehicles and remained its best-selling U.S. truck line. It also reported record sales for Maverick Hybrid, with 29,457 units sold in Q2, and noted record first-half volume for Bronco, with 76,936 vehicles sold in the first half.

In the same quarter, Ford said Bronco posted record Q2 sales of 45,739 units and that it outsold the Jeep Wrangler in the quarter. The company also said Maverick Hybrid reached 29,457 sales in Q2, reinforcing its push into hybrid and other higher-demand variants.

Beyond sales mix, Ford also emphasized commercial and software momentum. It cited first-half truck and van sales of 576,288 vehicles and said Ford Pro Intelligence paid software subscriptions were up about 20% to more than 900,000, framing the software and services growth as a counterweight to periodic softness in total vehicle volume.

For context, Ford’s U.S. sales numbers are often shaped by product cycle timing, including the introduction of next-generation vehicles and the retirement of outgoing platforms. In this quarter’s case, the company also pointed to fleet rental weakness, underscoring that demand patterns in the wholesale and rental channels can differ sharply from retail consumer buying.

Still, Ford did not provide in the cited post any detailed month-by-month breakdown for every model affected by the phase-outs, nor did it fully quantify how much of the sales decline came specifically from each named model versus rental-driven volume. It also did not disclose any updated full-year guidance in the available reporting, leaving investors to watch whether June’s share gains persist into later quarters as new vehicles ramp.