Key Takeaways
- Second quarter US vehicle sales at Ford decreased 10.3% to 549,200 units, with year-to-date sales declining 9.6% to approximately 1 million vehicles.
- Electric vehicle segment plummeted 40.7% during Q2 to 9,746 units; F-150 Lightning sales crashed 58.6% before discontinuation.
- Bronco SUV achieved quarterly sales record with 45,739 units, surpassing Jeep Wrangler; Explorer climbed 13.8%.
- F-Series pickup truck sales decreased 11% in Q2 to 197,900 units, despite maintaining an 80,000-unit lead over Silverado.
- Company is restructuring Louisville Assembly Plant for production of affordable electric pickup under $30,000, launching next year.
Ford disclosed a significant 10.3% contraction in second quarter US vehicle deliveries on Thursday, totaling 549,200 units as softening electric vehicle appetite and strategic model eliminations impacted overall performance. Shares of Ford (F) declined approximately 2.79% during trading, hovering around the $13.27 level.
While the top-line figure appears concerning, Ford management argues the context matters significantly. When adjusting for the strategic discontinuation of the Escape and Lincoln Corsair models, combined with a deliberate 69% reduction in daily rental fleet sales, the automaker calculates Q2 deliveries would have registered a modest 0.5% increase.
Year-to-date sales through June contracted 9.6% to slightly above 1 million units.
The electric vehicle division experienced particularly challenging conditions. Ford’s EV deliveries plunged 40.7% in the second quarter to merely 9,746 vehicles. The Mustang Mach-E declined 30.9%, while the discontinued F-150 Lightning tumbled 58.6%. Across the first six months of 2025, electric vehicle sales have contracted 57.4%.
The weakness in EV performance traces back to the elimination of federal EV tax incentives at the conclusion of Q3 last year — a challenge affecting the entire automotive sector, including competitors like GM.
Hybrid vehicles also experienced softness, declining 20% for the quarter. This stands in stark contrast to competitors Honda and Toyota, both of which reported growth in this segment.
F-Series Performance and Truck 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 dropped 13.3% in the first half to 357,801 vehicles.
Ford attributed this to a “retiming of commercial production” connected to aluminum supply constraints from last year, rather than weakening consumer demand. Management emphasized the F-Series still outsold its closest competitor, the Chevrolet Silverado, by over 80,000 trucks through June.
GM posted a 4.2% Q2 reduction, a more modest decrease compared to Ford’s results.
Positive Performance Areas
Several product lines delivered strong results. The Bronco achieved a record second quarter with 45,739 vehicles delivered, climbing 15.9%, and surpassed the Jeep Wrangler for the period. First-half Bronco deliveries reached a record 76,936 units.
The Explorer advanced 13.8% to 65,538 vehicles. Collectively, Bronco, Explorer, and Expedition sales increased 10.1% in the first six months — Ford characterized this as the segment’s strongest showing in a quarter-century.
The Maverick Hybrid established a Q2 record at 29,457 units, advancing 19.3%. Mustang sales rose 22% in the first half to 28,725 vehicles despite overall car market contraction.
Ford’s estimated June retail market share increased 0.2 percentage points to 12.3%. Across the industry, June sales exceeded a 17 million annualized rate for the first time since July 2025.
CEO Jim Farley highlighted the forthcoming affordable electric vehicle portfolio as the company’s next expansion catalyst. Retooling is currently underway at the Louisville Assembly Plant for production of a sub-$30,000 compact electric pickup utilizing Ford’s Universal EV architecture, scheduled for next year’s launch.
“We’re going to be launching five or six new affordable vehicles,” Farley informed 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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