Ford Sales May 2026 - Down 13.6% Overall

[akirby]

4 minutes ago, Trader 10 said:

Of course dumping the Edge was “moronic”. It was simply long in the tooth. A new Edge on C2 was needed. Instead it was dropped and the plant was reconfigured twice at a cost of hundreds of millions. Plus zero revenue for the past two years. It will take years for Ford to recoup those dollars making the Super Duty. 

 

 

58 minutes ago, Trader 10 said:

It does regarding Escape but not Edge. 

It does for what the Edge ended up as which was expensive to build and lacking a hybrid powertrain.  Instead they'll replace it with a mustang crossover offering high performance and styling.  Had they moved it to C2 with updated styling and a hybrid powertrain like Nautilus then I think both would still be in Oakville.

 

You can get away with higher costs if you're not in a competitive segment like Maverick and Bronco sport.  But when you're competing with 8 other blobs you better have super low build cost if you want to make money because the price pressure from the Koreans and Nissan is relentless.

[Texasota]

9 minutes ago, akirby said:

Instead they'll replace it with a mustang crossover offering high performance and styling.  

That would be something that might be a great replacement for my Escape PHEV in a few years assuming they have hybrid power trains for it. I hope that happens.

[Trader 10]

1 minute ago, Texasota said:

That would be something that might be a great replacement for my Escape PHEV in a few years assuming they have hybrid power trains for it. I hope that happens.

A 4 door Mustang will apparently come to fruition. I don’t remember any Ford officials intimating a non EV Mustang crossover

[Sherminator98]

42 minutes ago, Trader 10 said:

A 4 door Mustang will apparently come to fruition. I don’t remember any Ford officials intimating a non EV Mustang crossover

 

If the Mach E goes away in say 2029, I'm gonna guess its gonna happen.

 

There are rumors of a off road supercar coming too, so a platform that can do that and a Mustang CUV would be smart.

 

[akirby]

59 minutes ago, Trader 10 said:

A 4 door Mustang will apparently come to fruition. I don’t remember any Ford officials intimating a non EV Mustang crossover

ExplorerDude hinted at it very strongly and it makes sense.

[rmc523]

1 hour ago, Trader 10 said:

A 4 door Mustang will apparently come to fruition. I don’t remember any Ford officials intimating a non EV Mustang crossover

 

There's not been anything official, but as Akirby pointed out, our local source hinted at it.

[Zestyg]

1 hour ago, morgan20 said:

 

Nah, people actually liked and wanted the rebates, discounts, and other deals that Ford and its dealers offered on their unibody sedans more than anything about the cars themselves, which were unremarkable. 

 

The Ford big shots absolutely did the right thing to exit the sedan segment back in 2020. That segment continues to decline  to this day.  

 

Oh it definitely was the right move to exit it. I was speaking regarding re-entry, I think they’re more likely to be #1 or #2 as they desire in that segment than mass market crossovers after reentry. They still should obviously try crossovers first.

[Trader 10]

35 minutes ago, akirby said:

ExplorerDude hinted at it very strongly and it makes sense.

It does , but where would it be made?

[Zestyg]

1 minute ago, Trader 10 said:

It does , but where would it be made?

Anywhere but Flat Rock would just be inefficient use of money

[Trader 10]

2 minutes ago, Zestyg said:

Anywhere but Flat Rock would just be inefficient use of money

I don’t think a crossover will fit (too tall) at Flat Rock. 

[Zestyg]

4 minutes ago, Trader 10 said:

I don’t think a crossover will fit (too tall) at Flat Rock. 

I thought we were talking the sedan

[akirby]

10 hours ago, Zestyg said:

I thought we were talking the sedan

Crossover.  The sedan is for sure flat rock unless they move the coupe and shut it down.

 

Cuautitlan might handle all 3.

Edited June 6 by akirby

[Trader 10]

3 hours ago, akirby said:

Crossover.  The sedan is for sure flat rock unless they move the coupe and shit it down.

 

Cuautitlan might handle all 3.

I imagine the EPA would have an issue with Ford shitting it down. 

 

[tbone]

When we were buying our Escape in 2023, we also considered the BS, but the interior space of the BS was sufficient to disqualify it.  I think the size of the BS does not translate for a lot of Escape buyers. 

[rmc523]

19 hours ago, Trader 10 said:

It does , but where would it be made?

 

Cuautitlan would be my guess.

 

12 hours ago, akirby said:

Crossover.  The sedan is for sure flat rock unless they move the coupe and shut it down.

 

Cuautitlan might handle all 3.

i don’t know how Ford would like the possibility of THE mustang being made in Mexico.

[Sherminator98]

15 hours ago, tbone said:

When we were buying our Escape in 2023, we also considered the BS, but the interior space of the BS was sufficient to disqualify it.  I think the size of the BS does not translate for a lot of Escape buyers. 

 

The Bronco Sport and pre 2020 Escape are just about identical in size. 
 

From a front seating perspective-in the real world the current escape and Bronco Sport are identical in size. 
 

I’ve owned/driven all three and my wife has zero complaints going from a 2017 Escape SE with the 2.0L Ecoboost to a 1.5L Ecoboost Bronco Sport. There is a slight difference in power over 40-50MPH but otherwise identical and she went from fueling up two times a week to once a week with the BS. 

[mackinaw]

1 minute ago, Sherminator98 said:

.....From a front seating perspective-in the real world the current escape and Bronco Sport are identical in size........

 

I'm 6'4" with a 36" inseam.  I was pleasantly surprised how much front seat room I found in the Bronco Sport.  Both headroom and legroom.  Probably the main reason we bought one.

[CKNSLS]

On 6/5/2026 at 8:41 AM, morgan20 said:

 

 

Jimbo may have done some moronic things in his Ford career, but dumping boring anonymous unibody blob crossovers like Edge and Escape ain't one of them.

 

To akirby's point, he understands that higher sales numbers do not necessarily indicate a healthy business, and that Ford is better off as a company embracing the no boring cars mantra even if it results in unit sales decline. 

Some would argue the Maverick is boring but it sells...because even though it has gone up in price it's still competitive and no real competition.  If there was a competitive product-and slightly more appealing to the eye, what would happen? 

[akirby]

1 hour ago, CKNSLS said:

Some would argue the Maverick is boring but it sells...because even though it has gone up in price it's still competitive and no real competition.  If there was a competitive product-and slightly more appealing to the eye, what would happen? 

And some would be wrong.  None of Ford's trucks can rightly be called boring not even Maverick.  That's why they were able to raise prices.  More direct competition might lower ATPs slightly but I don't see a big sales drop.

[HotRunrGuy]

1 hour ago, CKNSLS said:

Some would argue the Maverick is boring but it sells...because even though it has gone up in price it's still competitive and no real competition.  If there was a competitive product-and slightly more appealing to the eye, what would happen? 

 

Some would say that the Santa Cruz was more attractive, and we all know how that worked out. Heck, I'm just hoping that the (possible) 2028 update doesn't screw the Maverick up.  I'll be more than ready for a new one by then.

 

HRG

[jpd80]

3 hours ago, akirby said:

And some would be wrong.  None of Ford's trucks can rightly be called boring not even Maverick.  That's why they were able to raise prices.  More direct competition might lower ATPs slightly but I don't see a big sales drop.

Absolutely Correct

and the reason Maverick is not boring is because it doesn’t look like every other utility on the market 

[Sherminator98]

If anything the new front fascia made it better looking (IMO) then the first gen. 

[sullynd]

On 6/5/2026 at 7:16 PM, akirby said:

Crossover.  The sedan is for sure flat rock unless they move the coupe and shut it down.

 

Cuautitlan might handle all 3.

They’ll just run it down the other line.

 

At some point Ford needs to shut or get off the pot. If just one part of the line restricts the type of vehicle an entire plant can produce how can that not be a priority to address?

[rmc523]

12 hours ago, CKNSLS said:

Some would argue the Maverick is boring but it sells...because even though it has gone up in price it's still competitive and no real competition.  If there was a competitive product-and slightly more appealing to the eye, what would happen? 

 

I wonder what'll happen when Toyota finally enters the segment as hinted at.

 

Will Ford actually continue trying, or will it retreat and call it a "boring" segment and leave it as they have with other products/segments?

[Sherminator98]

14 minutes ago, rmc523 said:

 

I wonder what'll happen when Toyota finally enters the segment as hinted at.

 

Will Ford actually continue trying, or will it retreat and call it a "boring" segment and leave it as they have with other products/segments?

 

Outside of the Ranger that came back, what light duty truck market did they exit?

The one thing Ford has going for it is that they generally have a good reputation for Trucks and the Maverick hopefully isn't saddled with high costs that cut into profitability, which drove Ford's exit from sedans and some CUVs.