Ford gains retail share, Super Duty hits 19-year production high

Ford Motor Co. reported a third-quarter retail share increase of approximately 0.4 percentage points to 12.1%, a gain the company attributes to strong truck and large SUV performance while excluding the planned phase-out of the Escape and Corsair models. The Dearborn, Michigan-based automaker sold 509,764 vehicles in the quarter, a 6.6% decline that reflects its planned portfolio changes. Adjusting for the removal of those two models, Ford’s total vehicle sales volume was essentially unchanged compared with an industry decline of about 1%.

Momentum strengthened in September, where total Ford and F-Series sales increased. The F-Series extended its lead over the Chevrolet Silverado by more than 140,000 trucks, with year-to-date sales through September reaching 561,508 units. This performance keeps the F-Series on track for a 50th consecutive year as America’s best-selling truck. September sales for the F-Series rose 2.4% to 67,448 trucks as production increased.

Super Duty production reached a 19-year high in the third quarter, totaling 110,275 trucks, up 4.4% from the previous year. Overall F-Series production rose 4.5% to 266,777 trucks. The Maverick Hybrid also set a third-quarter sales record with 27,793 pickups, a 59.6% increase year over year. Year-to-date Maverick Hybrid sales reached 74,300 pickups, also a record.

A short-term supplier issue unrelated to aluminum affected F-150 production at the end of September. Ford stated that the expected financial impact of this disruption is containable within its existing full-year 2026 adjusted EBIT guidance of $10.0 billion to $11.0 billion, which the company provided on July 28, 2026.

Large SUVs drove additional retail growth, with Explorer sales increasing 17.6% to 189,210 units through September. Combined Explorer and Expedition sales totaled 249,481 three-row SUVs, making Ford the best-selling brand in that segment ahead of Chevrolet and Toyota. Ford’s off-road performance lineup, including Bronco, Raptor, Tremor and FX4 packages, accounted for 24% of company sales through September, up 3.8 percentage points from a year ago.

Active paid software subscriptions exceeded 1.7 million through September, an increase of more than 40% year over year. Ford and Lincoln customers logged nearly 14 million cumulative hours of hands-free highway driving using BlueCruise.

Andrew Frick, president of Ford Blue and Model e, said the company delivered a solid quarter and continued to gain retail share adjusted for the planned sunset of the Escape and Corsair. Frick noted that customers continue to choose Ford trucks, SUVs and performance vehicles, with dealers turning inventory quickly and vehicle stock remaining healthy as the company heads into the fourth quarter.