Ford Q3 Sales Slip 6.6%, but F-Series, Bronco, and Maverick Hybrid Shine
Ford Q3 sales totaled 509,764 vehicles, down 6.6% from a year ago. That headline number does not tell the whole story, though. For the most part, the drop comes from the planned phase-out of the Ford Escape and Lincoln Corsair, and Ford says its sales volume was essentially flat without them, while the overall industry slipped about 1%.
In fact, Ford estimates its retail share grew about 0.4 percentage points to 12.1% when you set those two models aside. So far this year, Ford has sold 1,516,279 vehicles.
“We delivered a solid quarter and continued to gain retail share adjusted for the planned sunset of Escape and Corsair,” said Andrew Frick, president of Ford Blue and Model e. “Customers continue to choose our trucks, SUVs and performance vehicles, with F-Series, Bronco and our hybrid truck lineup posting standout results.”
F-Series Stays on Track for 50 Years on Top
The F-Series picked up speed in September, with sales up 2.4% to 67,448 trucks. Through September, F-Series sales now total 561,508, which puts Ford more than 140,000 trucks ahead of the Chevrolet Silverado. That keeps the F-Series on track for its 50th straight year as America’s best-selling truck, even as GM’s trucks had a strong third quarter of their own.
Ford also says the F-Series had the highest retail share and retail revenue among full-line truck brands in the quarter, along with the lowest incentive spending. Meanwhile, F-150 Hybrid sales reached 34,527 trucks through September, and Ford truck and van sales totaled 891,400.
Still, there was one hiccup. At the end of September, a short-term supplier issue unrelated to aluminum affected F-150 production. However, Ford expects the financial impact to fit within its full-year adjusted EBIT guidance of $10 billion to $11 billion.
Super Duty Production Hits a 19-Year High
On the production side, Super Duty had its best quarter in 19 years. Specifically, Ford built 110,275 Super Duty trucks in the third quarter, up 4.4%. As a result, overall F-Series production climbed 4.5% to 266,777 trucks.
In turn, that extra production should help keep dealer lots stocked as the updated 2027 F-150 rolls out.
Maverick Hybrid and Bronco Set Ford Sales Records
Above all, Ford’s hybrid truck lineup kept rolling. The Maverick Hybrid, which Ford calls America’s best-selling hybrid pickup, set a third-quarter record with 27,793 sales, up 59.6%. Through September, Maverick Hybrid sales also hit a record 74,300 trucks.
Similarly, the Bronco posted a record third quarter with 38,020 sales and a record 114,956 through September. Additionally, Mustang sales climbed 7.5% in the quarter and are up 17.9% for the year.
Large SUVs and Off-Road Models Keep Growing
On the SUV side, Explorer sales rose 17.6% to 189,210 through September. In particular, sales of the Explorer Tremor and Platinum climbed 59.9%, while the more affordable Active and ST-Line models rose 23.3%. Meanwhile, Expedition retail sales are up 10.1% for the year, although total Expedition sales dipped because of fleet order timing.
Together, the Explorer and Expedition sold 249,481 three-row SUVs through September. As a result, Ford says that makes it the best-selling brand in the large three-row SUV segment, ahead of Chevrolet and Toyota.
Likewise, Ford’s off-road lineup, which includes Bronco, Raptor, Tremor, and FX4 models, made up 24% of its sales through September. Third-quarter sales across that lineup rose 12.2% to 123,507. Notably, Tremor-series sales more than doubled, up 122% for the year.
Affordable models also helped. Combined Maverick, Ranger, and Bronco Sport sales rose 9.5% to 112,627 through September. For example, Ranger XL sales grew 14.6% in the quarter, and Maverick XL sales climbed 15.5%.
Lincoln SUVs Post Third-Quarter Gains
Lincoln also contributed to Ford Q3 sales, with the Nautilus, Aviator, and Navigator all growing in the third quarter. The Lincoln Nautilus led the way with sales up 17.7% to 9,066, its best third quarter since the MKX entered the segment in 2007. Through September, Nautilus sales reached a model record of 27,248.
At the same time, Aviator sales rose 11.3% to 4,887 in the quarter. On top of that, its 18,309 sales through September mark its best nine months since 2003.
Ford Q3 Sales by the Numbers
Below are the key figures behind Ford Q3 sales.
| Model or Metric | Sales | Change |
|---|---|---|
| Ford total, Q3 | 509,764 | Down 6.6% |
| Ford total, through September | 1,516,279 | |
| F-Series, September | 67,448 | Up 2.4% |
| F-Series, through September | 561,508 | |
| F-150 Hybrid, through September | 34,527 | |
| Explorer, through September | 189,210 | Up 17.6% |
| Bronco, Q3 | 38,020 | Record |
| Bronco, through September | 114,956 | Record |
| Maverick Hybrid, Q3 | 27,793 | Up 59.6%, record |
| Maverick Hybrid, through September | 74,300 | Record |
| Transit, through September | 119,185 | |
| Lincoln Nautilus, Q3 | 9,066 | Up 17.7% |
| Lincoln Aviator, Q3 | 4,887 | Up 11.3% |
What Comes Next for Ford Sales
Looking ahead, Ford has several new models arriving for buyers. Customers can now order the F-150 Carhartt Edition, and orders open later in October for the Bronco Filson and Bronco RTR editions.
In addition, Ford extended its Power Promise through the fourth quarter for 2026 Mustang Mach-E buyers. Specifically, eligible customers can choose a free home charging station with standard installation or $1,500 in bonus cash.
Finally, software is becoming a bigger part of the business. Ford now has more than 1.7 million active paid software subscriptions, up more than 40% from a year ago, and Ford and Lincoln drivers have logged nearly 14 million hours of hands-free highway driving with BlueCruise.