Global Finance News
02 Oct 2026, 19:49
Ford Q3 Sales Fall 6.6% as Trucks, Bronco and Software Subscriptions Show Strength
Ford reported third-quarter U.S. sales of 509,764 vehicles, down 6.6% year over year, as the planned phase-out of the Escape and Lincoln Corsair weighed on total volume.
Excluding those two models, Ford said its sales were essentially flat compared with an industry decline of about 1%, while estimated retail share increased roughly 0.4 percentage points to 12.1%.
Truck performance remained a key strength. F-Series sales rose 2.4% in September, with 561,508 trucks sold through the first nine months of the year. Super Duty production reached 110,275 units in the third quarter, up 4.4% and the best quarterly result in 19 years. Overall F-Series production increased 4.5% to 266,777 trucks.
Ford also highlighted record demand for the Maverick Hybrid, with third-quarter sales up 59.6% to 27,793 units. Bronco posted record third-quarter sales of 38,020 vehicles, while Mustang sales increased 7.5% in the quarter.
A short-term supplier issue affected F-150 production at the end of September, but Ford said the expected financial impact can be contained within its existing 2026 adjusted EBIT guidance of $10 billion to $11 billion.
Beyond vehicle sales, active paid software subscriptions surpassed 1.7 million, up more than 40% year over year, underscoring Ford’s effort to build recurring revenue alongside its core automotive business.
Ford reported third-quarter U.S. sales of 509,764 vehicles, down 6.6% year over year, as the planned phase-out of the Escape and Lincoln Corsair weighed on total volume.
Excluding those two models, Ford said its sales were essentially flat compared with an industry decline of about 1%, while estimated retail share increased roughly 0.4 percentage points to 12.1%.
Truck performance remained a key strength. F-Series sales rose 2.4% in September, with 561,508 trucks sold through the first nine months of the year. Super Duty production reached 110,275 units in the third quarter, up 4.4% and the best quarterly result in 19 years. Overall F-Series production increased 4.5% to 266,777 trucks.
Ford also highlighted record demand for the Maverick Hybrid, with third-quarter sales up 59.6% to 27,793 units. Bronco posted record third-quarter sales of 38,020 vehicles, while Mustang sales increased 7.5% in the quarter.
A short-term supplier issue affected F-150 production at the end of September, but Ford said the expected financial impact can be contained within its existing 2026 adjusted EBIT guidance of $10 billion to $11 billion.
Beyond vehicle sales, active paid software subscriptions surpassed 1.7 million, up more than 40% year over year, underscoring Ford’s effort to build recurring revenue alongside its core automotive business.
