F · News · 20260804N

U.S. Vehicle Sales Performance

FORD MOTOR CO · 2026-08-04 · Importance 30 · Surprise 40

Ford reported July U.S. vehicle sales of 169,951 units, down 10.2% year over year, but said the decline was intentional because it discontinued two vehicles and reduced lower-margin rental-fleet deliveries. Excluding those actions, Ford estimated sales would have declined less than 1%, outperforming the roughly 2% industry decline. Trucks represented 63% of volume, and Ford’s truck market share increased 5.2 percentage points, while the F-Series remained America’s best-selling truck. Affordable models including the Maverick XL, Bronco Sport Big Bend and Ranger XL recorded higher sales.

Key facts

• Ford characterized the 10.2% July U.S. sales decline as "by design," attributing it to the planned phasing out of two vehicles and a significant reduction in its lower-profit rental fleet business. source
• Ford reported a 10.2% decline in its July U.S. vehicle sales and said sales totaled 169,951 units for July 2026. source
• Despite the July sales decline, Ford said that without the strategic moves sales would have been down less than 1%, outperforming the estimated 2% industry-wide fall. source