Key Takeaways
- Ford’s second quarter US vehicle sales declined 10.3% to 549,200 units, with year-to-date sales falling 9.6% to slightly above 1 million vehicles.
- Electric vehicle sales plummeted 40.7% during Q2 to 9,746 units; F-150 Lightning sales dropped 58.6% before production ceased.
- Bronco achieved quarterly record sales of 45,739 units, surpassing Jeep Wrangler; Explorer sales increased 13.8%.
- F-Series pickup sales decreased 11% in Q2 to 197,900 units, yet Ford maintained an 80,000-unit lead over Chevrolet Silverado.
- Louisville Assembly Plant undergoes retooling to manufacture an affordable electric pickup under $30,000, launching in 2026.
Ford disclosed a significant 10.3% decline in second quarter US vehicle sales on Thursday, with total deliveries reaching 549,200 units as diminished electric vehicle interest and strategic model eliminations impacted performance. Shares of Ford (F) retreated approximately 2.79% during trading, hovering around $13.27.
While the headline figures appear concerning, Ford contends the numbers require context. When adjusting for the strategic discontinuation of the Escape and Lincoln Corsair models, combined with a 69% reduction in daily rental fleet sales, the automaker calculates Q2 sales would have posted a modest 0.5% increase.
Year-to-date sales through June decreased 9.6% to slightly over 1 million vehicles.
The electric vehicle division experienced particularly challenging results. Ford’s EV deliveries plunged 40.7% during Q2 to merely 9,746 units. The Mustang Mach-E declined 30.9%, while the discontinued F-150 Lightning tumbled 58.6%. For the first six months of 2025, electric vehicle sales have contracted 57.4%.
The weakening EV performance stems from the federal EV tax credit’s expiration at the conclusion of Q3 2024 — a challenge impacting the entire automotive sector, including competitors like GM.
Hybrid vehicles also experienced softness, declining 20% during the quarter. This contrasts sharply with competitors Honda and Toyota, both of which reported growth in hybrid sales.
F-Series and Pickup Segment
The F-Series lineup, maintaining its position as America’s top-selling truck, also faced headwinds. Deliveries fell 11% in Q2 to 197,900 units and 13.3% year-to-date to 357,801 units.
Ford attributed the decline to a “retiming of commercial production” connected to aluminum supply constraints from 2024, rather than weakening consumer demand. The automaker emphasized it maintained a commanding 80,000-unit advantage over second-place Chevrolet Silverado through June.
GM announced a 4.2% Q2 decrease, a more moderate decline compared to Ford’s results.
Positive Performance Areas
Several product lines delivered strong results. The Bronco established a second quarter record with 45,739 units delivered, climbing 15.9%, while surpassing the Jeep Wrangler during the period. Year-to-date Bronco deliveries reached a record 76,936 units.
Explorer sales advanced 13.8% to 65,538 units. Combined deliveries of Bronco, Explorer and Expedition rose 10.1% during the first half — representing the segment’s strongest performance in a quarter-century, according to Ford.
The Maverick Hybrid established a Q2 record at 29,457 units, climbing 19.3%. Mustang sales increased 22% year-to-date to 28,725 units despite an overall contracting passenger car market.
Ford’s estimated June retail market share expanded 0.2 percentage points to 12.3%. Across the industry, June deliveries exceeded a 17 million annualized rate for the first time since July 2025.
CEO Jim Farley highlighted the forthcoming affordable EV portfolio as the company’s next growth catalyst. Retooling is currently underway at Louisville Assembly Plant to produce a sub-$30,000 compact electric pickup utilizing Ford’s Universal EV platform, scheduled for next year’s launch.
“We’re going to be launching five or six new affordable vehicles,” Farley stated to Yahoo Finance last week. “The first one is transformational. It’ll be our less-than-$30,000 new electric truck coming out next year.”
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