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Get filing alertsFord Q2 sales down 10% to 549K vehicles on planned model phase-outs, rental pullback
Filed July 2, 2026 · Period ending July 2, 2026 · ~1 min read
Key Changes
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Total Q2 sales fell 10% to 549,200 vehicles, driven by planned Escape/Corsair phase-outs and 69% drop in daily rental sales; excluding transitions, sales would have risen 0.5%.
Exhibit 99 view on EDGAR → -
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Exhibit 99 view on EDGAR →
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Ford gained 0.2 percentage points of retail market share in June to 12.3%, driven by strong demand for high-margin SUVs (Expedition, Explorer, Bronco) and F-Series trucks.
Exhibit 99 view on EDGAR → -
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Bronco achieved record Q2 and H1 sales, up 15.9% and 6.8% respectively to 76,936 units, outselling Jeep Wrangler in Q2 for the first time.
Exhibit 99 view on EDGAR → -
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Ford Pro Intelligence paid software subscriptions grew ~20% year-over-year to over 900,000 active subscriptions, expanding the commercial software revenue stream.
Exhibit 99 view on EDGAR →
Summary
Ford reported Q2 2026 U.S. sales of 549,200 vehicles, down 10% year-over-year, reflecting planned phase-outs of the Escape and Corsair to make way for a new affordable small electric pickup, plus a 69% drop in daily rental sales. Excluding these strategic transitions and assuming flat rental volumes, Ford estimates sales would have risen 0.5%, outperforming flat industry sales.
The company gained retail market share in June, reaching 12.3%, driven by strong demand for high-margin SUVs and F-Series trucks. F-Series maintained its position as America's best-selling truck with 357,801 units sold in the first half, outselling the Chevrolet Silverado by over 80,000 units.
Ford notes that first-half sales reflect a retiming of commercial production following last year's aluminum supply shortages, with supply expected to recover more fully in the second half. Bronco achieved record quarterly and half-year sales, outselling the Jeep Wrangler in Q2. Ford Pro Intelligence paid software subscriptions grew approximately 20% year-over-year to over 900,000 active subscriptions, expanding the company's commercial software revenue stream. The sales mix shift toward high-margin trucks and SUVs, combined with growing software subscriptions, supports Ford's profitability focus even as total volume declined on planned model transitions.
Section-by-Section Diff
Event · Item 8.01 — Other Events
Ford disclosed Q2 2026 U.S. sales results via press release filed as exhibit.
Added in current filing · verify on EDGAR →
Our news release dated July 2, 2026 concerning U.S. sales in the second quarter of 2026 is filed as Exhibit 99 to this Report and incorporated by reference herein.
Ford filed a press release disclosing U.S. sales results for the second quarter of 2026. The 8-K body does not provide specific sales figures or performance metrics; those details are contained in Exhibit 99, which was not included in the provided filing text.
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Figures/quotes linked to EDGAR · Narrative written by AI · Jul 3, 2026 · How we verify