Ford Sales April 2026 - Down 14.4% Overall

[rmc523]

https://s205.q4cdn.com/882619693/files/doc_news/2026/May/04/Ford-U-S-April-2026-Sales-Release.pdf

 

 

 

 

 

[rmc523]

A lot of red on that chart.

 

Good that F-series cracked 62k at least.

Bronco Sport isn't picking up Escape buyers.

 

Nautilus is helping to pick up slack of lost Corsair sales, but Aviator and Navigator were down quite a bit.

[joseodiaga4]

10 minutes ago, rmc523 said:

https://s205.q4cdn.com/882619693/files/doc_news/2026/May/04/Ford-U-S-April-2026-Sales-Release.pdf

 

 

 

 

 

A lot of red. Thanks for the chart btw.

Nautilus is the only one on green but by the number is not picking up all the Corsair volume.

Aviator down for the month but the only one up for the year.

The Navigator been the newer model is already down for the month (more than 40%) and for the year 🙃

[Zestyg]

Ouch!

[twintornados]

31 minutes ago, rmc523 said:

A lot of red on that chart.

 

Good that F-series cracked 62k at least.

Bronco Sport isn't picking up Escape buyers.

 

Nautilus is helping to pick up slack of lost Corsair sales, but Aviator and Navigator were down quite a bit.

 

The fact that BS is not picking up the lost Escape sales speaks volumes about misreading your customer base. 

[Zestyg]

4 minutes ago, twintornados said:

 

The fact that BS is not picking up the lost Escape sales speaks volumes about misreading your customer base. 

there is probably plenty of space in Herm

[twintornados]

15 minutes ago, Zestyg said:

there is probably plenty of space in Herm

 

From Wikipedia about Hermosillo Assembly. 

Flexible manufacturing

For the production of the Ford CD3 platform, Ford announced in 2003 to update the plant for increased efficiency and flexibility^[6] Ford's US$1 billion investment included construction of a 1,750,000 ft² (163,000 m²) supplier park near the site. The improvements facilitated quick production shifts between models. Capacity of the plant was improved to 300,000 units per year. The plant was top rated in the category of "Compact Premium Conventional" for 2007 in terms of productivity, taking an average of 20.78 hours to assemble a vehicle.^[7]

[rmc523]

48 minutes ago, joseodiaga4 said:

A lot of red. Thanks for the chart btw.

Nautilus is the only one on green but by the number is not picking up all the Corsair volume.

Aviator down for the month but the only one up for the year.

The Navigator been the newer model is already down for the month (more than 40%) and for the year 🙃

 

To be fair, Navigator's 2,745 sales in April of last year were an aberration.....it usually averages around 1,700/month.

 

22 minutes ago, twintornados said:

 

The fact that BS is not picking up the lost Escape sales speaks volumes about misreading your customer base. 

 

Yup...

[Zestyg]

3 minutes ago, twintornados said:

 

From Wikipedia about Hermosillo Assembly. 

Flexible manufacturing

For the production of the Ford CD3 platform, Ford announced in 2003 to update the plant for increased efficiency and flexibility^[6] Ford's US$1 billion investment included construction of a 1,750,000 ft² (163,000 m²) supplier park near the site. The improvements facilitated quick production shifts between models. Capacity of the plant was improved to 300,000 units per year. The plant was top rated in the category of "Compact Premium Conventional" for 2007 in terms of productivity, taking an average of 20.78 hours to assemble a vehicle.^[7]

they could fit the annual production of Escapes and Corsairs in there easily. 

[rmc523]

4 minutes ago, twintornados said:

 

From Wikipedia about Hermosillo Assembly. 

Flexible manufacturing

For the production of the Ford CD3 platform, Ford announced in 2003 to update the plant for increased efficiency and flexibility^[6] Ford's US$1 billion investment included construction of a 1,750,000 ft² (163,000 m²) supplier park near the site. The improvements facilitated quick production shifts between models. Capacity of the plant was improved to 300,000 units per year. The plant was top rated in the category of "Compact Premium Conventional" for 2007 in terms of productivity, taking an average of 20.78 hours to assemble a vehicle.^[7]

 

Bronco Sport sold 134,493 last year, and Maverick sold 155,051 last year.  Combined, that's 289,544 sold, only about 10k off of that 300k unit total.

 

Obviously I'm using sales numbers instead of production numbers (too lazy to look them up), but still a good overview.........point being, I don't think there's much room left at Hermosillo for much other product without expansion.

[Zestyg]

Just now, rmc523 said:

 

Bronco Sport sold 134,493 last year, and Maverick sold 155,051 last year.  Combined, that's 289,544 sold, only about 10k off of that 300k unit total.

 

Obviously I'm using sales numbers instead of production numbers (too lazy to look them up), but still a good overview.........point being, I don't think there's much room left at Hermosillo for much other product without expansion.

Oh fuck I meant the one with the Mach E

[twintornados]

2 minutes ago, Zestyg said:

they could fit the annual production of Escapes and Corsairs in there easily. 

 

They could also move Escape/Corsair production to Cuautitlán Stamping and Assembly Plant, also in Mexico, that currently builds Mustang Mach E and is woefully underutilized at this point. Mach E is C2 based (albeit a heavily modified version of C2) and could support Escape and if Corsair is going to be brought in from China, then there would be room for a C2 variant of Transit Connect. But, I think the next gen TC will be more Maverick C2 based. 

[Zestyg]

Just now, twintornados said:

 

They could also move Escape/Corsair production to Cuautitlán Stamping and Assembly Plant, also in Mexico, that currently builds Mustang Mach E and is woefully underutilized at this point. Mach E is C2 based (albeit a heavily modified version of C2) and could support Escape and if Corsair is going to be brought in from China, then there would be room for a C2 variant of Transit Connect. But, I think the next gen TC will be more Maverick C2 based. 

Thats the one I meant to say lol they make so few

[twintornados]

5 minutes ago, rmc523 said:

 

Bronco Sport sold 134,493 last year, and Maverick sold 155,051 last year.  Combined, that's 289,544 sold, only about 10k off of that 300k unit total.

 

Obviously I'm using sales numbers instead of production numbers (too lazy to look them up), but still a good overview.........point being, I don't think there's much room left at Hermosillo for much other product without expansion.

 

Google AI claims that Hermosillo could be pushed out to 385,000....

 

Quote

The Ford Hermosillo Stamping and Assembly Plant in Sonora, Mexico, has an installed annual capacity of 300,000 vehicles, often operating above this, with reports showing production levels reaching up to 385,000 units annually.

 

[rmc523]

14 minutes ago, Zestyg said:

they could fit the annual production of Escapes and Corsairs in there easily. 

 

I saw your correction above.

 

Escape sold 139,387 and Corsair sold another 26,566, which is 165,953........even if that 385k thing were true, combined total of the 4 last year was 455,497.  They cant just add it there without further expansion.

 

 

 

 

Cuatitilan is definitely underutilized though.

 

The question is how much work is needed to have ICE alongside EV.

Edited May 4 by rmc523

[joseodiaga4]

16 minutes ago, rmc523 said:

 

To be fair, Navigator's 2,745 sales in April of last year were an aberration.....it usually averages around 1,700/month.

 

 

Yup...

Yeah but I still think the average should be around 2k or maybe 2.5k, 1.7k is similar to the last gen model.

Also, take into account that it is the newest model in the lineup, and is already down yoy

[Zestyg]

3 minutes ago, rmc523 said:

 

I saw your correction above.

 

Escape sold 139,387 and Corsair sold another 26,566, which is 165,953........even if that 385k thing were true, combined total of the 4 last year was 455,497.  They cant just add it there without further expansion.

 

 

 

 

Cuatitilan is definitely underutilized though.

 

The question is how much work is needed to have ICE alongside EV.

mach e’s platform is just a mutated C2 so I imagine its possible. It would frankly be a way better use of the factory. You could make the Mach E top performance trim(s) of the CE1 SUV and go ham with C2 in Cuatitilan. 

[jpd80]

Just thinking about Cuautitlan,

While it’s body construction shares a lot with C2, I think the layout of Cuautitlan has been optimised for the BEV,

so asking off line assembly areas for the ICE components plus a different marriage point may be hard to justify.

 

Ford will probably run a full product cycle time to recover costs and then reconfigure the plant for more BEVs.

If CE1 is a success, there may be a chance of adding a second BEV plant for new Mach E and perhaps a sedan.

Edited May 5 by jpd80

[twintornados]

5 hours ago, jpd80 said:

Ford will probably run a full product cycle time to recover costs and then reconfigure the plant for more BEVs.

If CE1 is a success, there may be a chance of adding a second BEV plant for new Mach E and perhaps a sedan.

 

A good assumption since BEV vehicles are selling decently in other parts of the world and exporting them from Mexico is significantly more profitable than exporting from the USA due to tariffs and retaliatory tariffs. 

[ExplorerDude]

On 5/4/2026 at 12:52 PM, rmc523 said:

A lot of red on that chart.

 

Good that F-series cracked 62k at least.

Bronco Sport isn't picking up Escape buyers.

 

Nautilus is helping to pick up slack of lost Corsair sales, but Aviator and Navigator were down quite a bit.

This is true about Escape buyers not flocking to the Bronco Sport.

 

But 1/3 of Escapes were going to rental fleets. Ford wasn’t dumping them per se but they had a steady flow to keep production going. Again not hugely profitable at all.

 

The 2026 Bronco Sport had bad lease programs because they were focusing on the remaining 2025 units. They fixed that for May so we should see some more Bronco Sports moving now and also thanks to the Employee Pricing plan now underway.

[akirby]

Toyota and GM also down last month but not quite as bad.  If you factor in F series aluminum shortage it's probably close to GM and Toyota.  Entire i dustry was down.

[morgan20]

1 hour ago, akirby said:

Entire industry was down.

 

Yea, this is what the big shots at Cox Automotive said:

 

April new-vehicle sales finished lower compared to last year, a result that was widely expected. The April sales pace is now estimated at 15.9 million, slightly below the 16.1 million forecast Cox Automotive issued prior to the sales close. Nearly all major automakers delivered lower year-over-year volume in April. Total sales volume is now estimated at 1.36 million units, below our forecast of 1.38 million.

 

Our team had expected lower volume compared to April 2025. Last year, the market was benefiting from a tailwind that pushed the April sales pace above 17 million SAAR for the second consecutive month. Headwinds are increasing now, despite healthy tax refunds putting money back into the economy. High fuel prices are hitting household budgets and weighing on consumer sentiment. With inflation elevated, broader economic uncertainty increasing and new-vehicle prices climbing, some would-be buyers are likely moving to the sidelines.