Quarterly UpdatesJul 2, 2026, 09:23 AM
Ford Q2 Retail Share Up; F-Series, Maverick Hybrid, Bronco Set Records
AI Summary
Ford Motor Co. reported a 10% decline in total second-quarter sales to 549,200 vehicles, primarily due to planned model phase-outs and a significant drop in daily rental sales. Despite this, the company increased its estimated June retail market share by 0.2 percentage points to 12.3%, driven by strong demand for high-margin SUVs and F-Series trucks. Key performers included F-Series, Maverick Hybrid, and Bronco, which all set sales records or maintained market leadership. Ford Pro Intelligence also saw substantial growth in paid software subscriptions.
Key Highlights
- Q2 total sales declined 10% to 549,200 vehicles due to model phase-outs.
- June retail market share increased 0.2 percentage points to 12.3%.
- F-Series first-half sales reached 357,801 units, maintaining market leadership.
- Maverick Hybrid Q2 sales set a record with 29,457 units, up 19.3%.
- Bronco achieved record Q2 (45,739 units) and first-half (76,936 units) sales.
- Combined large SUV sales (Bronco, Explorer, Expedition) rose 10.1% in H1.
- Ford Pro Intelligence paid subscriptions grew approximately 20% to over 900,000.
- BlueCruise hands-free driving surpassed 12 million cumulative hours.
Price Impact
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