Key Takeaways
- Second quarter US vehicle deliveries at Ford declined 10.3% to 549,200 units, while the first six months saw a 9.6% decrease to slightly above 1 million.
- Electric vehicle deliveries plummeted 40.7% during Q2 to 9,746 units; the F-150 Lightning saw a 58.6% decline before being discontinued.
- The Bronco achieved a quarterly record with 45,739 units delivered, surpassing Jeep Wrangler sales; Explorer registrations climbed 13.8%.
- F-Series pickup deliveries decreased 11% in the quarter to 197,900 units, although Ford maintained an 80,000-unit lead over Chevrolet Silverado.
- The Louisville Assembly Plant is undergoing retooling to manufacture an affordable electric pickup priced under $30,000, launching next year.
Ford unveiled a 10.3% decrease in second-quarter US vehicle deliveries on Thursday, reporting 549,200 units sold as struggling electric vehicle demand and strategic model discontinuations impacted performance. Shares of Ford (F) declined approximately 2.79% during trading, hovering around $13.27.
While the top-line figure appears concerning, Ford contends the context matters significantly. When accounting for the phase-out of the Escape and Lincoln Corsair models, combined with a 69% reduction in daily rental fleet sales, the automaker calculates Q2 deliveries would have actually increased 0.5%.
Sales for the first half of 2025 declined 9.6% to marginally exceed 1 million vehicles.
The electric vehicle division experienced significant headwinds during the quarter. Ford’s EV deliveries plunged 40.7% in Q2 to merely 9,746 units. The Mustang Mach-E decreased 30.9%, while the discontinued F-150 Lightning tumbled 58.6%. Year-to-date through June, electric vehicle sales have contracted 57.4%.
The weakness in EV sales stems from the elimination of the federal EV tax incentive at the conclusion of Q3 last year — a challenge affecting the entire automotive sector, including GM.
Hybrid vehicles also experienced softness, declining 20% during the quarter. This contrasts sharply with competitors Honda and Toyota, which reported growth in this category.
F-Series and Pickup Segment Performance
The F-Series, maintaining its position as America’s top-selling truck line, faced challenges as well. Deliveries fell 11% in Q2 to 197,900 units and decreased 13.3% for the first half to 357,801.
Ford attributed this to a “retiming of commercial production” connected to aluminum supply constraints from last year, rather than weakening customer demand. The automaker emphasized it still exceeded the second-place Chevrolet Silverado by more than 80,000 trucks through June.
[[LINK_START_3]]GM[[LINK_END_3]] announced a 4.2% Q2 decrease, a smaller reduction compared to Ford’s results.
Positive Performance Areas
Several product lines delivered strong results. The Bronco achieved a quarterly record with 45,739 units delivered, climbing 15.9%, and surpassed Jeep Wrangler sales for the period. First-half Bronco deliveries reached a record 76,936 units.
The Explorer grew 13.8% to 65,538 units. When combined, Bronco, Explorer and Expedition sales increased 10.1% during the first half — which Ford characterized as the segment’s strongest showing in a quarter century.
The Maverick Hybrid also established a Q2 record at 29,457 units, up 19.3%. Mustang deliveries rose 22% in the first half to 28,725 units 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 seasonally adjusted annual rate for the first time since July 2025.
CEO Jim Farley highlighted the forthcoming affordable electric vehicle lineup as the company’s next major growth catalyst. The Louisville Assembly Plant is currently being retooled to manufacture a small electric pickup priced below $30,000 on Ford’s Universal EV architecture, scheduled to debut next year.
“We’re going to be launching five or six new affordable vehicles,” Farley told Yahoo Finance last week. “The first one is transformational. It’ll be our less-than-$30,000 new electric truck coming out next year.”
