by Ford suffers significant losses in the second quarter
Ford Motor Company released disappointing results for the second quarter, indicating a significant drop in sales. Total group sales fell by 10.3%, amounting to 549,200 units. This is 62,895 fewer vehicles compared to the same period last year. Since the beginning of the year, the decline has been 9.6%.
Unsuccessful attempts to stimulate sales
Ford introduced an “employee pricing” program for all buyers starting May 1st, which was supposed to run until July 6th. However, given the catastrophic sales figures, it wouldn’t be surprising if the promotion’s term is extended.
Hybrids and electric vehicles are not saving the situation
Despite record-high fuel prices, Ford’s hybrid sales fell by 20% in the second quarter. This starkly contrasts with competitors: for example, Kia’s hybrid sales grew by 187% in June and 115% in the first half of the year.
The situation with electric vehicles is also bleak: sales dropped by 40.7% in the second quarter. The Mustang Mach-E lost 30.9%, and the discontinued F-150 Lightning showed a decline of 58.6% – just 2,421 units.
For comparison, the gasoline-powered Mustang sold twice as well as the electric version. For the first half of the year, the ratio stands at 28,725 to 11,632 in favor of the internal combustion engine model.
Consequences of discontinuing the Escape
The decision to stop production of the Escape is costing the company a huge number of sales. In the first half of 2025, Ford sold 82,589 units of this model. This year – only 24,112, which is 58,477 fewer. Dealers have about 3,000 vehicles left, but they will soon be gone.
It is worth noting that Escape customers are not rushing to switch to the Bronco Sport: sales of this model fell by 6.7% in the second quarter and by 1.3% since the beginning of the year. Instead, Ford is actively redirecting buyers to the Explorer, sales of which grew by 13.8% in the quarter and 21% for the year.
Problems in the pickup truck segment
Pickup truck sales in the second quarter declined across the board: the F-Series lost 11%, Ranger – 9.8%, and even the popular Maverick with its hybrid version saw a drop of 0.4%.
The only positive news – Bronco
Despite the sea of bad news, Ford noted that the Bronco set a sales record for the second quarter – 45,739 units, as well as a record for the first half of the year – 76,936. More importantly, it surpassed the Jeep Wrangler, whose sales fell by 12% to 41,793 units.
Overall, Ford brand sales fell by 10% to 522,811 vehicles. Since the beginning of the year, the decline has been 9.6%.
The company notes that demand for the F-Series remains high, but sales are still affected by last year’s aluminum shortage. It also acknowledges that the discontinuation of the Escape and Corsair inevitably had a negative impact on the figures.
Lincoln sales: decline and a single ray of hope
The pain for the premium brand Lincoln is felt particularly acutely: sales fell by 15.8% in the second quarter. This is largely due to selling 4,200 fewer Corsairs. However, the problems were not limited to this model: the Navigator lost 17.4%, and the Aviator – 1.4%.
The only positive point was the Nautilus, which achieved a record second quarter thanks to 10,505 sales. However, this achievement may prove temporary, as the Chinese crossover requires special permission for further sale in the US. This same procedure led to the collapse of Polestar in America, but Lincoln will likely get the “green light.”
Lincoln US Sales Q2 2026
| Model | Q2 26 | Q2 25 | Change % | YTD 26 | YTD 25 | Change % |
| Corsair | 2,656 | 6,856 | -61.3 | 8,001 | 13,096 | -38.9 |
| Nautilus | 10,505 | 9,869 | 6.4 | 18,182 | 18,533 | -1.9 |
| Aviator | 7,156 | 7,252 | -1.3 | 13,422 | 12,021 | 11.7 |
| Navigator | 6,072 | 7,355 | -17.4 | 10,394 | 11,413 | -8.9 |
| Lincoln SUVs | 26,389 | 31,332 | -15.8 | 49,999 | 55,063 | -9.2 |
Ford US Sales Q2 2026
| Model | Q2 26 | Q2 25 | Change % | YTD 26 | YTD 25 | Change % |
| Bronco Sport | 36,466 | 39,075 | -6.7 | 71,487 | 72,438 | -1.3 |
| Escape | 11,715 | 45,232 | -74.1 | 24,112 | 82,589 | -70.8 |
| Bronco | 45,739 | 39,468 | 15.9 | 76,936 | 72,063 | 6.8 |
| Mustang Mach-E | 7,032 | 10,178 | -30.9 | 11,632 | 21,785 | -46.6 |
| Edge | 0 | 962 | -100.0 | 0 | 3,040 | -100.0 |
| Explorer | 65,538 | 57,615 | 13.8 | 126,925 | 104,929 | 21.0 |
| Expedition | 22,857 | 31,298 | -27.0 | 40,411 | 44,780 | -9.8 |
| Ford SUVs | 189,347 | 223,828 | -15.4 | 351,503 | 401,624 | -12.5 |
| F-Series | 197,900 | 222,459 | -11.0 | 357,801 | 412,848 | -13.3 |
| *F-150 Lightning | 2,421 | 5,842 | -58.6 | 4,481 | 13,029 | -65.6 |
| Ranger | 16,294 | 18,064 | -9.8 | 34,069 | 32,977 | 3.3 |
| Maverick | 47,850 | 48,041 | -0.4 | 81,711 | 86,056 | -5.0 |
| E-Series | 8,870 | 9,785 | -9.4 | 18,229 | 19,464 | -6.3 |
| Transit | 44,677 | 41,477 | 7.7 | 78,925 | 76,057 | 3.8 |
| *E-Transit | 293 | 418 | -29.9 | 493 | 4,174 | -88.2 |
| Mustang | 14,651 | 14,174 | 3.4 | 28,725 | 23,551 | 22.0 |
| Ford Brand | 522,811 | 580,763 | -10.0 | 956,516 | 1,058,323 | -9.6 |
These figures point to a deep structural crisis in the company, which is not limited to temporary market fluctuations. The abandonment of popular models like the Escape and a failed strategy in the electric vehicle segment have led to a significant loss of sales volumes. Even the success of the Bronco cannot compensate for the overall decline. The state of Lincoln, which is losing ground in the premium segment, is particularly alarming. The company’s future will depend on its ability to quickly adapt its product lineup and restore consumer trust, as customers increasingly choose competitors.
