Ford Motor Company (NYSE:F) has reported an 8.8% year-over-year drop in US first quarter sales, reflecting ongoing affordability challenges in the auto industry.
Total US sales fell to vehicles in the January to March period, with the decline attributed to higher borrowing costs, elevated vehicle prices, and the absence of federal tax credits for many electric vehicles, all of which weighed on consumer demand.
Despite the overall decline, Ford highlighted strength in key segments, particularly trucks, large SUVs, and commercial vehicles, which helped the company modestly increase its estimated retail market share by 0.2 percentage points to 11.6%.
The F-Series pickup trucks retained their position as the best-selling trucks in the US, with 159,901 units sold in the first quarter. Combined pickup and van sales reached 257,475 vehicles.
Large SUVs, including the Bronco, Explorer, and Expedition, saw a 17.9% sales increase, with Explorer sales up 29.7% to 61,387 units and Expedition sales rising 30.2% to 17,554 units.
Off-road performance vehicles also showed growth, rising 5%, while the Ford Transit van maintained its status as the nation’s top-selling van with 34,248 units sold. Ford’s commercial vehicle business continued to lead the market, with the company on track to extend its commercial van leadership to 48 consecutive years.
In addition, Ford’s software and services division saw paid subscriptions for its Ford Pro Intelligence platform rise about 29% to over 865,000, and its BlueCruise hands-free driving system surpassed 10.1 million cumulative hours of use.
Ford said its shift toward higher-margin vehicles like large SUVs helped support profitability and share gains even as models such as the Escape and Lincoln Corsair are phased out.
The company also noted that year-over-year comparisons were affected by strong industry performance in March 2025 and adjustments in production following last year’s Novelis plant fires, with more volume recovery expected in the second half of the year.
“The first quarter showed our team worked hard to maintain retail share and navigate a changing industry, while underlying demand remains strong for F-Series, SUVs, and the Ford Pro business,” said Andrew Frick, president of Ford Blue and Model e. “We’re focusing on our high-demand segment strengths while continuing to meet the needs of our customers with affordable and premium vehicle choices.”
Shares of Ford traded down 2.3% at $11 following the update.