Ford’s latest sales results highlight a compelling change of what Americans are buying, with demand for trucks, certain types of SUVs, hybrids and traditional performance vehicles living comfortably alongside a much more difficult EV market. Ford-brand sales totaled 163,175 vehicles in August 2026, compared to 1.28 million sold through the first eight months of the year. The F-Series led the pack with 67,504 August sales, followed by a rise in the Maverick, Ranger and Mustang, but the Ford hybrid business has become an increasingly big success story with 228,072 hybrid vehicles sold in 2025.
The contrast with Ford’s all-electric offering couldn’t be more stark. Following a record year for EV sales in 2024, when nearly 98,000 EVs were sold, it’s been downhill from there in 2025, and in the first half of 2026, drop like a stone after the end of the $7,500 federal clean-vehicle tax credit and the end of production of the F-150 Lightning. Ford is now taking a broader approach to the transition that no longer relies solely on one powertrain, electing to use hybrids, an extended-range EV, and more affordable battery-electric models. A future with a $30,000 EV, an extended-range F-150 and over 106,000 chargers available through the Blue Oval Charge Network demonstrates Ford’s shift in how it’s ramping up EV offerings to meet changing customer demand.
1. Ford’s August 2026 Sales Reveal A Changing Market
Here’s what August 2026 sales reveal about U.S. consumer preferences for vehicles and the market’s current trends Ford-volume by the numbers Ford-brand sales came to 163,175 units in August, down 10.3 percent from the year-earlier month, while the brand had sold 1,284,542 in the first eight months of 2026. Ford Motor Company’s total August volume, including Lincoln, was 170,681. Some of Ford’s most well-known nameplates, including its solid truck portfolio and performance models, still sold well in a shrinking month.
The Numbers Worth Watching:
- August sales reached 163,175
- Sales fell 10.3% year-over-year
- Eight-month volume topped 1.28 million
- Maverick sales climbed 14.4%
- Ranger sales jumped 18.9%
Maverick was another strong performer, with 13,680 August deliveries (after posting an increase of 14.4%). Similarly, the Ranger posted 6,033 units, which was an 18.9% gain, and the Mustang posted 3,647 units (up 12.7%). These other results serve as evidence that the story of Ford’s sales is not simply one of falling overall volume; there are still a few products that seem to resonate well with consumers of all kinds, be it vehicles that are highly useful, adequately sized, or offer the joy of driving. Collectively, this data points to the fact that Ford’s entire product lineup continues to be a source of strength despite changing marketplace dynamics.
2. F-Series Remains Ford’s Dominant Sales Powerhouse
Ford F-Series Truck Sales Ford F-Series truck sales are an absolutely standout still American business within Ford. Regular demand for full-size pickups has never been so good. The automaker sold 67,504 F-Series trucks in August 2026, down just 1.2% compared to the previous period. But what really defines the strength of the market is the fact that year-to-date sales have totaled 494,060 trucks, even after adjusting for a massive 10.9% full-year recalibration.
Why F-Series Still Leads:
- 67,504 trucks sold in August
- August decline was only 1.2%
- 494,060 sold year-to-date
- Full-year volume fell 10.9%
- Trucks remain Ford’s core business
The F-Series figures put the rest of Ford’s engine and drivetrain plans into perspective. Although it has been growing its battery and plug-in hybrid options, Ford’s truck business still remains the core that produces the huge quantity of sales. Because the pickup can be used at a job site, on a family drive or when you want to go camping in the woods, it continues to sell large even as the automotive world shifts. Ford has been able to do so well with the F-Series is a sign that traditional trucks aren’t so easily replaced, and helps show why Ford is still adopting a wide range of engine options instead of just one or two.
3. Maverick, Ranger And Mustang Deliver Bright Spots
Ford’s August numbers also saw a handful of other notable wins. Aside from a highly successful F-Series, the Maverick saw 13,680 deliveries, up 14.4 percent in the month. With its small footprint and practicality, the Maverick was among the best-selling models in the Ford lineup. Next up was the Ranger, which saw 6,033 deliveries, up 18.9 percent even more impressive in terms of percent, and the highest since April 2022; the Mustang was also up 12.7 percent at 3,647 units.
Standout August Performers:
- Maverick reached 13,680 units
- Ranger climbed 18.9%
- Mustang gained 12.7%
- Compact trucks remain popular
- Performance demand remains strong
The Resultings Show Why Ford Offers a Range The interests of Ford customers are clearly highly varied: the classic pickup market is showing high demand for a new Midsize Truck, and traditional performance vehicles are showing demand for the Mustang. The Maverick and Ranger prove that the utilitarian appeal remains strong, while the sales of the Mustang provide evidence that customers also want to see exciting driving dynamics, an essential part of the market. Ford can therefore afford to have a wide portfolio of products as the company continues to adapt its electric vehicle plans. The strength of these model names also provides Ford with the flexibility to test new technologies against proven offerings.
4. Ford’s SUV Lineup Faces A More Difficult August
The family of Ford SUVs faced a much more difficult month of August with volume reaching 55,032 units and a decrease of 24.8%. The Explorer was the best selling of the lot with 19,801 units delivered, although this represented a decrease of 4%. The Bronco was next with 12,204 units delivered, down 8.8%, and the larger Expedition completing the lot with 7,765 units, or 11%. However, in spite of the losses, the SUV family was still moving a significant number of units.
SUV Sales Tell A Mixed Story:
- SUV sales reached 55,032
- Overall SUV volume fell 24.8%
- Explorer remained the segment leader
- Bronco sales declined 8.8%
- Expedition sales fell 11%
There was one minor exception to the trend overall, however: the Bronco Sport, which in August sold 11,827 units (+8.3%) and achieved a Year-to-Date number of 1.2%. This is of special import as Ford is in the process of rebalancing its utility group. Various nameplates in this segment are also experiencing very varied levels of customer demand, which indicates that the buying public is also exercising a high level of discrimination rather than abandoning this segment entirely. Ford’s range of strong sellers including the Explorer, Bronco and Bronco Sport provides it with a variety of options to reconfigure this utility segment as showroom footfalls and buying patterns evolve.
5. The Escape’s Decline Signals A Planned Portfolio Change
Unlike Ford’s hottest utility products, the Ford Escape is following a completely different course. During August 2026, the small SUV attracted only 1,446 registrations, for a year-to-date total off 73.4%. However, this significant drop is a function of its gradual exit from the brand’s portfolio, not an isolated monthly upshot. Ford anticipated that a large proportion of compact utility owners would gravitate to the more adventure-appealing Bronco Sport.
What The Portfolio Shift Shows:
- Escape sold 1,446 in August
- Year-to-date decline reached 73.4%
- Escape is being phased out
- Bronco Sport offers a transition
- Utility choices are being reshaped
“The Escape’s fall away reflects Ford rejigging its product portfolio along more current customer demands. Rather than retaining an erstwhile suite of old nameplates for posterity, the company is clearing the decks for vehicles that better align with its current offerings of outdoorsy, multi-purpose vehicles. The Bronco Sport is one such addition; it fills a valuable niche for those wanting ‘compact, utility that’s decidedly more serious than a hatchback and less extreme than the mid-range Bronco,’ as it’s billed.
6. Ford’s Hybrid Sales Have Become A Major Success Story
Ford’s hybrid business is shaping up to be one of its strongest powertrain pillars. Hybrid sales for Q2 2025 grew 23.5% to 66,448, from 53,822 for the second quarter last year. During the first half of this year, Ford sold 117,521 hybrids, a jump of 27.4% from 92,243 for the same period last year, while full-year sales in 2025 totaled 228,072, a 22% growth from the year-ago period. That’s “a sign of hybrid demand turning into significant growth,” RR Data said.
Hybrid Growth In Numbers:
- Q2 2025 sales reached 66,448
- Q2 growth reached 23.5%
- H1 sales climbed 27.4%
- Full-year volume reached 228,072
- Annual growth reached 22%
The success of Ford’s hybrids also makes it more obvious as to what many customers desire from electrification. Hybrids provide a great way to improve fuel economy, while eliminating the range anxiety of electric-only driving. Ford’s systems strike a balance by offering these benefits, without forcing customers to completely change their driving style. Best-selling vehicles like the Maverick Hybrid, and the wider array of hybrid utility vehicles, have opened the technology up to more customers, and the sales data further validates Ford’s belief that hybrid isn’t just a transitional powertrain, but an increasingly vital one.
7. Ford’s EV Story Reached A Record Before Losing Momentum
Ford’s market share for new EVs grew significantly prior to the change in market conditions. In the United States, new EV retail sales increased from 27,140 in 2021 to 61,575 units in 2022 to 72,608 units in 2023. (The strongest result was in 2024 at 97,865 units, up 38.3%, 4.7% of retail). The Mustang Mach-E was the volume leader with 51,745 units sold, followed by the F-150 Lightning at 33,510, with the E-Transit at 12,610.
The EV Growth Timeline:
- 2021 EV sales: 27,140
- 2022 EV sales: 61,575
- 2023 EV sales: 72,608
- 2024 EV sales: 97,865
- 2024 growth reached 38.3%
The same was true for Ford’s electrified portfolio, which when combining hybrids and EVs, sold 13.7% of all in the US in 2024. When 2025 started, it initially looked similar for the next 12 months, with 22,550 EVs sold in Q1-12% growth, with the Mach-E accounting for over half at 11,607 for the quarter, followed by 3,756 E-Transit (almost 30% higher) and 7,187 Lightning pickups. It demonstrated Ford had built real EV momentum. But the subsequent drop in Q2 and the new trend showed the pace from early 2025 could not be sustained in the new circumstances.
8. 2025 Marked A Turning Point For Ford’s Electric Vehicles
All Ford EV performance shifted in Q2 2025. The EVs were down 31.4% 16,438 vs 23,957 Q2 2024, for a year-to-date 38,988. The Mach-E were down 19.5% at 10,178, and the Lightning was down 26.1%. The E-Transit was down a huge 87.7% as commercial needs shifted. However, Ford still managed to sell 84,113 units in the U.S. in 2025, accounting for 3.8% of total domestic retail sales.
The 2025 EV Shift:
- Q2 EV sales fell 31.4%
- H1 volume reached 38,988
- Mach-E remained relatively resilient
- Lightning sales fell 18.5%
- E-Transit sales dropped 59%
For the year, Ford’s overall vehicle sales grew by 6% to a post-Covid record in the full year with EV volume down 14.1% on 2024, which was a record year. The Mach-E remained the top selling EV nameplate at 51,620, close to its 2024 volume. Lightning sales totalled 27,307, down 18.5%; E-Transit was down 59% at 5,186. However, its global wholesale volume of EVs exceeded 280,000 units in 2025, 6.4% of the overall wholesale volume, aided by European models such as the Explorer EV and Capri EV.
9. The End Of The Federal Credit Changed Ford’s EV Market
Federal incentives were also a factor behind EV sales timing for Ford in 2025: the $7,500 federal clean-vehicle tax credit expired for vehicles purchased after Sept. 30, 2025, following the passage of the One Big Beautiful Bill Act, which included the vehicle tax-credit extension. That pushed buyers to take action before the incentive ended, driving a spike in Q3 sales. Once the credit ended, Ford’s EV deliveries dropped off considerably 52% lower in Q4 from a year earlier.
Incentives Reshaped EV Demand:
- $7,500 federal credit expired
- Deadline fell on September 30
- Q3 buying surged before expiration
- Q4 EV deliveries fell 52%
- Lightning production ended December 2025
The incentive adjustment also came as Ford announced that it would be discontinuing its pure BEV F-150 Lightning in December 2025. That was a major shift in Ford’s full-size EV truck plans, especially as the company moved forward with extended-range electric trucks built with maximum towing capacity and distance in mind. The combination of the changing incentives, evolving demand and Ford’s product decisions dramatically changed what the company’s EV sales picture looked like, and by early 2026, it was quite a bit different from the record-setting conditions experienced in 2024.
10. Ford’s 2026 EV Sales Show The Scale Of The Reset
The effect of these switchovers was apparent during the first half of 2026. Ford’s U.S. sales of EVs declined by 57.4% over H1 to 16,606 or around 1.6% of the company’s 1,006,515 total sales in the country. As the F-150 Lightning had ceased production, the only EV with most of Ford’s remaining volume was the Mustang Mach-E, which, with 72% of Q2 2026 sales, also made up most of the company’s EV sales in August.
The Latest EV Sales Picture:
- H1 2026 EV sales: 16,606
- H1 decline reached 57.4%
- EVs represented roughly 1.6%
- Mach-E led remaining EV volume
- August EV sales fell 79.4%
By August 2026, Ford’s monthly sales of EVs had tumbled 79.4% YoY. Mach-E sales hit 1,989, a 72.5% YoY plummet, Lightning deliveries still managed to hit 148 units, a 95.4% YoY reduction, and E-Transit sales sat at just 60, a 73.7% YoY drop. The sharpness of the contraction demonstrates how much Ford’s electric range has shrank in size since Lightning production ended and federal incentives expired. The fact that Ford’s hybrid sales performance remains so robust suggests that the manufacturer is actively directing electrification demand toward those powertrains that are still more appealing to buyers.
