Ford entered 2026 on shaky ground. The automaker reported first-quarter U.S. sales of 457,315 vehicles, down 8.8% compared to the same period last year. That’s a drop of nearly 44,000 units, and much of the decline stems from Ford’s own product decisions, including discontinued models and slowing demand for key trucks and EVs.
While a few bright spots emerged, the overall picture suggests Ford is navigating a difficult transition period as it reshapes its lineup and responds to shifting market conditions.
Discontinued Models Leave a Big Gap
One of the biggest hits came from the departure of the Ford Escape and Lincoln Corsair. Both models went out of production last year, and their absence left a noticeable hole in Ford’s lineup.
In the first quarter of 2025, Ford sold 37,357 Escapes, while Lincoln moved 6,240 Corsairs. This year, that combined number dropped dramatically to just 17,742 units as remaining inventory dried up.
Ford may have expected buyers to migrate to the Bronco Sport, but that hasn’t happened in meaningful numbers. While Bronco Sport sales rose 5%, the model attracted only 1,658 additional customers, far short of compensating for the Escape’s disappearance.
Truck Sales Lose Momentum
Ford’s truck business, typically its strongest pillar, also stumbled.
F-Series sales dropped 16% to 159,901 units. The decline is particularly concerning given how central trucks are to Ford’s profitability. The F-150 Lightning saw the steepest fall, plunging 71.3% as Ford works through remaining inventory of the discontinued electric pickup.
Even the Maverick, often praised for its affordability and hybrid option, struggled. Sales fell 10.9% to 33,861 units, suggesting demand softened despite rising fuel prices and growing interest in hybrid technology.
Commercial vehicles also weakened. The E-Transit recorded a dramatic 94.7% decline, with only 200 units sold during the quarter.
EVs Take a Hit After Incentive Changes
Ford’s electric lineup also faced headwinds. The Mustang Mach-E saw sales collapse 60.4% to just 4,600 units.
The drop follows the elimination of federal EV tax credits, which had helped make electric vehicles more attractive to buyers. Without that incentive, demand cooled quickly.
The numbers highlight a broader challenge facing automakers as government support fades and EV adoption slows in the near term.
Bright Spots: SUVs and Performance Models
Despite the declines, several models performed well.
The redesigned Expedition posted a 30.2% increase, while the Explorer climbed 29.7%. The Ranger also saw a healthy 19.2% gain, signaling continued interest in midsize pickups.
Perhaps the biggest surprise came from the Mustang. Sales jumped 50.1% as Ford sold nearly 4,700 additional units compared to last year. The performance coupe continues to attract enthusiasts even as the market shifts toward SUVs and electrification.
Lincoln Holds Steady
Lincoln performed better than Ford overall. Sales slipped just 0.5% to 23,610 units.
The Aviator stood out with a 31.4% increase, while the Navigator rose 6.5%. However, the Nautilus declined 11.4%, and the discontinued Corsair also dragged results lower.
Ford Sees Strategic Shift
Despite the downturn, Ford framed the quarter as part of a broader strategy. The company emphasized growth in high-margin SUVs like the Explorer and Expedition and noted that retail market share likely increased slightly to 11.6%.
Ford also highlighted strong demand for off-road models and trims, particularly the Bronco lineup.
Still, the automaker acknowledged that changing market conditions and last year’s strong March performance created a difficult comparison.
The first quarter makes one thing clear. Ford is in the middle of a transition, and while some models are gaining traction, the company still has work to do before momentum returns.
