Ford reports F-Series on pace for 50th consecutive year as best-selling truck as large SUVs and hybrid models drive first-half growth
Ford Motor Company reported its second-quarter and first-half 2026 sales results on July 2, with F-Series, Bronco, and Maverick Hybrid leading gains across its truck and SUV lineup. The company said it grew estimated June retail market share by 0.2 percentage points to 12.3 percent, driven by strong demand for high-margin SUVs and the F-Series.
According to a report by Ford, total second-quarter sales reached 549,200 vehicles, reflecting a 10 percent decline attributed to planned model phase-outs and a 69 percent drop in daily rental sales. Excluding these transitions, Ford said second-quarter sales would have risen an estimated 0.5 percent, outperforming flat industry sales.
First-half F-Series sales totaled 357,801 units, maintaining the Ford F-Series as America's best-selling truck and outselling the second-place Chevrolet Silverado by more than 80,000 units. Ford noted that the F-150 Hybrid remains the best-selling full-size hybrid pickup, with 24,596 trucks sold through June.
The Ford Maverick Hybrid set a second-quarter record with 29,457 vehicles sold, up 19.3 percent year-over-year, while first-half sales reached 46,507 units, securing its position as America's best-selling hybrid pickup.
Bronco outsells Jeep Wrangler in second quarter
Ford's Bronco delivered record second-quarter and first-half results, outselling the Jeep Wrangler in Q2. Q2 sales rose 15.9 percent, while first-half sales grew 6.8 percent to a record 76,936 SUVs. Combined sales of Bronco, Explorer and Expedition rose 10.1 percent, representing the best first-half performance for this high-margin lineup in 25 years.
Explorer sales expanded 21 percent to 126,925 units in the first half, driven by a refreshed trim strategy. Ford said the Explorer Active and ST-Line trims climbed 31 percent in the first half, while premium Platinum and Tremor series surged 55.6 percent.
Off-road performance trims — including all Bronco, Raptor, Tremor and FX4 packages — accounted for 23.9 percent of Ford's first-half sales mix, up 3.6 percentage points. Sales of these specialized trims rose 6.5 percent to 240,634 units.
Ford Pro and digital services show growth
Ford Pro Transit totaled 78,925 units, pacing ahead of last year's record-setting performance, maintaining its position as America's best-selling van. Paid software subscriptions for Ford Pro Intelligence rose approximately 20 percent in the first half, surpassing 900,000 active subscriptions. BlueCruise hands-free highway driving exceeded 12 million cumulative hours.
Mustang posted strong results with first-half sales surging 22 percent to 28,725 vehicles, outselling its nearest non-premium competitor sevenfold.
"Gaining retail market share even as we are phasing out some high-volume models shows the strength of the Ford lineup," said Andrew Frick, president of Ford Blue and Model e. "F-Series widened its lead over competitors, and we continue to lean into our strengths."
Lincoln SUV records
Nautilus achieved record Q2 sales, while Aviator posted a record first half with 13,422 SUVs sold, up 11.7 percent. Ford said retooling is underway at the Louisville Assembly Plant to build an all-new affordable small four-door electric pickup on its Universal Electric Vehicle platform next year.
What happens next
Ford said ordering for the new Mustang RTR and high-performance Mustang Dark Horse SC is now open, along with the 30th edition trim package for the Expedition. On July 10, Ford will kick off a 23-store Bronco Filson North American tour at Filson's flagship store in Seattle.
Image Source: Ford Motor Company
Source: Ford Motor Company — media.ford.com
