Ford Motor sales slipped 9% in March, in line with lower new-vehicle deliveries across the industry last month, although there were some notable differentiators for the Detroit automaker.
The details: The company’s overall sales fell to 457,315 vehicles for the quarter, down from 501,291 a year earlier, Reuters reported, including declines in some segments where other manufacturers, particularly its crosstown Detroit rivals, posted gains.
Ford’s truck sales fell 11.3% in the first quarter, including a 16% drop for F-Series, while Ram posted a 20% sales increase during the same period.
The Blue Oval also saw SUV sales drop 7.8%, while GM said GMC delivered its best-ever Q1 retail share, driven in part by Terrain SUV sales.
Ford’s electric-vehicle sales plunged nearly 70%, while Cadillac’s EV sales rose 20% in Q1, with GM continuing to be the industry’s number 2 EV seller overall.
Ford did see combined sales of entry-level Maverick, Ranger, and Bronco Sport models rise 8.4% in the quarter, and increased sales for Navigator and Aviator 6.5% and 31%, respectively, per The Detroit News.
What they’re saying: "We had a monster 2025, and we had a monster retail 2025 led by F-150," Rob Kaffl, executive director of U.S. sales for the Dearborn automaker, said, per The Detroit News. "When we came into January, our stocks were a lot lower than what we were even forecasting because of that high demand on our all-time best-selling pickup trucks in the month of December."
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Why it matters: Ford’s results highlight how uneven demand can be across segments and brands, while emphasizing the strength of its lower-priced trims amid broader market challenges.
Between the lines: Ford’s March sales also come as the automaker faces a unique challenge (recalls) on top of broader industry pressures such as affordability concerns and slowing EV demand.
As of March 3, 2026, Ford had already recalled more than 7.3 million vehicles, after a record-breaking recall year in 2025.
Recalls have affected some of the automaker’s most popular and profitable models, including the Ford F-150, Maverick, and Ranger pickups.
Bottom line: Ford dealers may find the most opportunity in affordable, entry-level nameplates, but recalls and weakness in key truck, SUV, and EV segments could add headwinds, reinforcing that product mix, pricing, and execution matter more than ever to stay competitive.
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