Bronco set first half and second quarter sales record and outsold Jeep Wrangler in Q2 2026

[Administrator]

Ford Large SUVs and F-Series Lead First-Half Growth; Maverick Hybrid and Bronco Set Records

• F-Series retains truck crown: America’s No. 1 truck is on pace for 50 straight years as the nation's best-selling truck, delivering 357,801 units through June.
• Record Maverick Hybrid sales: America's No. 1 hybrid truck set a second quarter record with 29,457 vehicles sold
• Large SUV momentum: Combined sales of Bronco, Explorer and Expedition rose 10.1%, representing the best first-half performance for this high-margin lineup in 25 years
• Bronco sets a new milestone: Bronco set first half and second quarter record and outsold Jeep Wrangler in Q2
• • Off-Road performance expansion: Sales of Ford’s off-road performance vehicles rose 6.5% through the first half
• Mustang dominates sports cars: First-half Mustang sales surged 22% to 28,725 vehicles, outselling its nearest non-premium competitor sevenfold.
• No. 1 commercial van: America’s best-selling van, the Ford Pro Transit, totaled 78,925 sales, outpacing last year’s record sales performance at the halfway mark
• Lincoln SUV records: Nautilus achieved record Q2 sales, while Aviator posted record first half
• Subscriptions growth: Paid software subscriptions for Ford Pro Intelligence rose approximately 20% in the first half, surpassing 900,000 active subscriptions

DEARBORN, Mich., July 2, 2026 — Ford grew its estimated June retail market share by 0.2 percentage points to 12.3%, driven by strong demand for high-margin SUVs and F-Series trucks.

The company’s focus on high-margin SUVs — Expedition, Explorer and Bronco — sustained retail share during the planned phase-out of the Ford Escape and Lincoln Corsair. This transition paves the way for Ford's all-new, affordable small electric pickup built on its Universal Electric Vehicle platform.

Total second-quarter sales declined 10% to 549,200 vehicles, reflecting the model phase-outs and a 69% drop in daily rental sales. Retooling is underway at the Louisville Assembly Plant to build the all-new, affordable small four-door electric pickup off the Universal Electric Vehicle platform next year.

Excluding these model transitions and assuming flat rental volumes, Ford’s second quarter sales would have risen an estimated 0.5%, outperforming flat industry sales.

First-half F-Series sales reached 357,801 units, maintaining market leadership as America’s best-selling truck and outselling the second-place Chevrolet Silverado by more than 80,000 units.

Although customer demand remains high, first-half F-Series sales reflect a retiming of commercial production following last year's aluminum supply shortages. Ford expects supply to recover more fully in the second half of the year.

“Gaining retail market share last month even as we are phasing out some high-volume models shows the strength of the Ford lineup,” said Andrew Frick, president of Ford Blue and Model e. “F-Series widened its lead over competitors, and we continue to lean into our strengths: the Bronco family, large SUVs, off-road performance and Ford Pro commercial vehicles. We are exactly where we need to be to deliver on our second-half goals.”


By the Numbers (Q2 / First Half 2026)

• Total sales: 1,006,515 vehicles, closing the quarter with an estimated 12.3% June
retail share.
• Truck and van leadership: Ford remains America’s best-selling truck manufacturer,
with 576,288 vehicles sold in the first half.
• Maverick: America’s best-selling hybrid pickup set a Q2 record with 29,457 units
sold, up 19.3%.
• F-Series: 357,801 first-half sales, keeping it America’s best-selling truck.
• Bronco: Record first-half (76,936 units) and record Q2 (45,739 units), outselling the
Jeep Wrangler in Q2.
• Explorer: America’s best-selling three-row SUV, with 126,925 units sold through
June.
• Ford Transit: America’s best-selling van, with 78,925 units sold through June.
• Ford Pro software: Paid subscriptions topped 900,000, up approximately 20% in the
first half.
• BlueCruise hands-free driving: Exceeded 12 million cumulative hours.


Ford Trucks: No. 1 in America

• F-Series led the industry with 357,801 trucks sold in the first half, outselling its nearest competitor by more than 80,000 units.
• The F-150 Hybrid remains America’s best-selling full-size hybrid pickup, with 24,596 trucks sold through June.
• Maverick Hybrid sales reached a record 46,507 in the first half. Q2 sales rose 19.3% to a record 29,457 units, securing its position as America’s best-selling hybrid pickup.
• Sales of the Ford Pro Transit totaled 78,925 units, pacing ahead of last year’s recordsetting performance for America's best-selling van.
• Total first-half truck and van sales of 576,288 secured Ford's position as America’s No. 1 truck manufacturer.

Bronco, Explorer and Expedition Fuel SUV Expansion

• Explorer sales expanded 21% to 126,925 units in the first half, driven by a refreshed trim strategy. The high-volume Active and ST-Line trims target growing families, while premium Tremor and Platinum trims attract buyers seeking high-end capability.
• Combined sales of Explorer Active and ST-Line trims climbed 31.0% in the first half, while premium Platinum and Tremor series surged 55.6%. Explorer Tremor posted its best monthly sales in June since launching last October.
• Although total Expedition sales fell 9.8% due to fleet order timing, retail sales rose 13.7% in the first half, with Q2 retail sales up 15.2%.
• Bronco delivered record Q2 and first-half results, outselling the Jeep Wrangler for the quarter. Q2 sales rose 15.9%, while first-half sales grew 6.8% to a record 76,936 SUVs.
• Off-road performance trims — including all Bronco, Raptor, Tremor and FX4 packages — accounted for 23.9% of Ford's first-half sales mix (up 3.6 percentage points). Sales of these specialized trims rose 6.5% to 240,634 vehicles.
• Raptor sales rose 21.4% in Q2 and 10.6% in the first half.
• The Tremor trim series continues to expand, with first-half sales up 118% year over year.

Affordability as a Key Driver

Ford’s commitment to providing a diverse and affordable range of price points continues to deliver results. Combined sales of the entry-level Maverick, Ranger and Bronco Sport rose 9.9% in Q2 and 9.2% through the first half of the year.

• This growth was supported by strong entry-level demand for the Ranger XL (up 24.5%) and the Bronco Sport Big Bend (up 9.5%) through the first half.
• America’s most affordable pickup in its most price accessible trim, the Maverick XL, saw sales rise 12.2% in Q2 and 3.9% through June.

Lincoln Nautilus and Aviator Set New Records

Following record-setting Q2 for Nautilus and Nautilus hybrid, Lincoln’s luxury SUV lineup delivered significant gains. Aviator sales surged to a new record first half with 13,422 SUVs sold – up 11.7%


Commercial Leadership: Ford Pro

Ford started the year as the No. 1 brand in commercial vehicles. Based on Ford’s analysis of the most recent registration data through April, the company commands a 40.4% share of the Class 1-7 commercial truck and van segment.


Digital and Services: Momentum Continues for Ford Pro Intelligence and BlueCruise

• Ford Pro Intelligence paid software subscriptions grew by approximately 20% yearover-year in the first half of the year with a total of more than 900,000 active subscriptions today.
• BlueCruise hands-free highway driving surpassed 12 million cumulative hours at the end of the first half, with updates continuing to provide new hands-free capability to earlier model year vehicles.

Remote Services: Mobile Maintenance Grows

Driven by the continued growth of Mobile Service, and strong customer demand, Ford Remote Services delivered standout results in the second quarter. Key performance milestones for the quarter and year-to-date include:

• Remote experiences continues to over-deliver on plan, delivering nearly 1.5 million experiences globally (up 14%) with over 1.1 million experiences in the U.S. (up 16%).
• Mobile Service continues with strong momentum, delivering almost 870,000 experiences globally (up 29%) and 737,000 experiences in the U.S. (up 27%).
• Globally, we have over 4,800 vans on the road and over 4,400 in the U.S.
• Pick-up & Delivery has delivered over 621,000 experiences globally and over 394,000 in the U.S.
• YTD through June, globally we have delivered over 2.7 million remote experiences (up 12%) with over 2.0 million experiences in the U.S. (up 12%).

Looking Ahead

Ordering for the new Mustang RTR and the high-performance Mustang Dark Horse SC is now open along with the 30th edition trim package in the Expedition. On July 10, Ford will kick off a 23-store Bronco Filson North American tour at Filson’s flagship store in Seattle. The tour runs through October, when order banks are expected to open.

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[shaw]

Those are impressive numbers, especially Bronco setting another sales record and outselling the Wrangler in Q2. It's good to see Ford continuing to invest in the Bronco lineup, but I just hope they put the same emphasis on long-term quality, parts availability, and dealer service. Strong sales are great, but keeping current owners happy is what builds loyalty for the long run.

 

[Toccoa]

Bronco delivered record Q2 and first-half results, outselling the Jeep Wrangler for the quarter.

 

[socal_bronco24]

We own both a Bronco and Wrangler, about to trade in the Wrangler for a Rivian R2, curious if there will be cross shopping with the R2 and the Bronco/ other Ford SUVs going fwd.

 

[Kevin Scarbel]

We own both a Bronco and Wrangler, about to trade in the Wrangler for a Rivian R2, curious if there will be cross shopping with the R2 and the Bronco/ other Ford SUVs going fwd.

Rivian sells to a small niche market. It doesn't compete with Ford nor Stellantis.

 

[Karsa]

That’s awesome! But the real question is 5.0 Coyote or the 3.0 Hurricane first?! Who ups the ante?!

 

[socal_bronco24]

Rivian sells to a small niche market. It doesn't compete with Ford nor Stellantis.

Sounds like what people said about Tesla 10 years ago, and then the model 3 was released. That being said, Rivian is looking to sale around 60K R2s, and least one of those sales will come from the Wrangler

 

[ARC77]

Ford Large SUVs and F-Series Lead First-Half Growth; Maverick Hybrid and Bronco Set Records

• F-Series retains truck crown: America’s No. 1 truck is on pace for 50 straight years as the nation's best-selling truck, delivering 357,801 units through June.
• Record Maverick Hybrid sales: America's No. 1 hybrid truck set a second quarter record with 29,457 vehicles sold
• Large SUV momentum: Combined sales of Bronco, Explorer and Expedition rose 10.1%, representing the best first-half performance for this high-margin lineup in 25 years
• Bronco sets a new milestone: Bronco set first half and second quarter record and outsold Jeep Wrangler in Q2
• • Off-Road performance expansion: Sales of Ford’s off-road performance vehicles rose 6.5% through the first half
• Mustang dominates sports cars: First-half Mustang sales surged 22% to 28,725 vehicles, outselling its nearest non-premium competitor sevenfold.
• No. 1 commercial van: America’s best-selling van, the Ford Pro Transit, totaled 78,925 sales, outpacing last year’s record sales performance at the halfway mark
• Lincoln SUV records: Nautilus achieved record Q2 sales, while Aviator posted record first half
• Subscriptions growth: Paid software subscriptions for Ford Pro Intelligence rose approximately 20% in the first half, surpassing 900,000 active subscriptions

DEARBORN, Mich., July 2, 2026 — Ford grew its estimated June retail market share by 0.2 percentage points to 12.3%, driven by strong demand for high-margin SUVs and F-Series trucks.

The company’s focus on high-margin SUVs — Expedition, Explorer and Bronco — sustained retail share during the planned phase-out of the Ford Escape and Lincoln Corsair. This transition paves the way for Ford's all-new, affordable small electric pickup built on its Universal Electric Vehicle platform.

Total second-quarter sales declined 10% to 549,200 vehicles, reflecting the model phase-outs and a 69% drop in daily rental sales. Retooling is underway at the Louisville Assembly Plant to build the all-new, affordable small four-door electric pickup off the Universal Electric Vehicle platform next year.

Excluding these model transitions and assuming flat rental volumes, Ford’s second quarter sales would have risen an estimated 0.5%, outperforming flat industry sales.

First-half F-Series sales reached 357,801 units, maintaining market leadership as America’s best-selling truck and outselling the second-place Chevrolet Silverado by more than 80,000 units.

Although customer demand remains high, first-half F-Series sales reflect a retiming of commercial production following last year's aluminum supply shortages. Ford expects supply to recover more fully in the second half of the year.

“Gaining retail market share last month even as we are phasing out some high-volume models shows the strength of the Ford lineup,” said Andrew Frick, president of Ford Blue and Model e. “F-Series widened its lead over competitors, and we continue to lean into our strengths: the Bronco family, large SUVs, off-road performance and Ford Pro commercial vehicles. We are exactly where we need to be to deliver on our second-half goals.”


By the Numbers (Q2 / First Half 2026)

• Total sales: 1,006,515 vehicles, closing the quarter with an estimated 12.3% June
retail share.
• Truck and van leadership: Ford remains America’s best-selling truck manufacturer,
with 576,288 vehicles sold in the first half.
• Maverick: America’s best-selling hybrid pickup set a Q2 record with 29,457 units
sold, up 19.3%.
• F-Series: 357,801 first-half sales, keeping it America’s best-selling truck.
• Bronco: Record first-half (76,936 units) and record Q2 (45,739 units), outselling the
Jeep Wrangler in Q2.
• Explorer: America’s best-selling three-row SUV, with 126,925 units sold through
June.
• Ford Transit: America’s best-selling van, with 78,925 units sold through June.
• Ford Pro software: Paid subscriptions topped 900,000, up approximately 20% in the
first half.
• BlueCruise hands-free driving: Exceeded 12 million cumulative hours.


Ford Trucks: No. 1 in America

• F-Series led the industry with 357,801 trucks sold in the first half, outselling its nearest competitor by more than 80,000 units.
• The F-150 Hybrid remains America’s best-selling full-size hybrid pickup, with 24,596 trucks sold through June.
• Maverick Hybrid sales reached a record 46,507 in the first half. Q2 sales rose 19.3% to a record 29,457 units, securing its position as America’s best-selling hybrid pickup.
• Sales of the Ford Pro Transit totaled 78,925 units, pacing ahead of last year’s recordsetting performance for America's best-selling van.
• Total first-half truck and van sales of 576,288 secured Ford's position as America’s No. 1 truck manufacturer.

Bronco, Explorer and Expedition Fuel SUV Expansion

• Explorer sales expanded 21% to 126,925 units in the first half, driven by a refreshed trim strategy. The high-volume Active and ST-Line trims target growing families, while premium Tremor and Platinum trims attract buyers seeking high-end capability.
• Combined sales of Explorer Active and ST-Line trims climbed 31.0% in the first half, while premium Platinum and Tremor series surged 55.6%. Explorer Tremor posted its best monthly sales in June since launching last October.
• Although total Expedition sales fell 9.8% due to fleet order timing, retail sales rose 13.7% in the first half, with Q2 retail sales up 15.2%.
• Bronco delivered record Q2 and first-half results, outselling the Jeep Wrangler for the quarter. Q2 sales rose 15.9%, while first-half sales grew 6.8% to a record 76,936 SUVs.
• Off-road performance trims — including all Bronco, Raptor, Tremor and FX4 packages — accounted for 23.9% of Ford's first-half sales mix (up 3.6 percentage points). Sales of these specialized trims rose 6.5% to 240,634 vehicles.
• Raptor sales rose 21.4% in Q2 and 10.6% in the first half.
• The Tremor trim series continues to expand, with first-half sales up 118% year over year.

Affordability as a Key Driver

Ford’s commitment to providing a diverse and affordable range of price points continues to deliver results. Combined sales of the entry-level Maverick, Ranger and Bronco Sport rose 9.9% in Q2 and 9.2% through the first half of the year.

• This growth was supported by strong entry-level demand for the Ranger XL (up 24.5%) and the Bronco Sport Big Bend (up 9.5%) through the first half.
• America’s most affordable pickup in its most price accessible trim, the Maverick XL, saw sales rise 12.2% in Q2 and 3.9% through June.

Lincoln Nautilus and Aviator Set New Records

Following record-setting Q2 for Nautilus and Nautilus hybrid, Lincoln’s luxury SUV lineup delivered significant gains. Aviator sales surged to a new record first half with 13,422 SUVs sold – up 11.7%


Commercial Leadership: Ford Pro

Ford started the year as the No. 1 brand in commercial vehicles. Based on Ford’s analysis of the most recent registration data through April, the company commands a 40.4% share of the Class 1-7 commercial truck and van segment.


Digital and Services: Momentum Continues for Ford Pro Intelligence and BlueCruise

• Ford Pro Intelligence paid software subscriptions grew by approximately 20% yearover-year in the first half of the year with a total of more than 900,000 active subscriptions today.
• BlueCruise hands-free highway driving surpassed 12 million cumulative hours at the end of the first half, with updates continuing to provide new hands-free capability to earlier model year vehicles.

Remote Services: Mobile Maintenance Grows

Driven by the continued growth of Mobile Service, and strong customer demand, Ford Remote Services delivered standout results in the second quarter. Key performance milestones for the quarter and year-to-date include:

• Remote experiences continues to over-deliver on plan, delivering nearly 1.5 million experiences globally (up 14%) with over 1.1 million experiences in the U.S. (up 16%).
• Mobile Service continues with strong momentum, delivering almost 870,000 experiences globally (up 29%) and 737,000 experiences in the U.S. (up 27%).
• Globally, we have over 4,800 vans on the road and over 4,400 in the U.S.
• Pick-up & Delivery has delivered over 621,000 experiences globally and over 394,000 in the U.S.
• YTD through June, globally we have delivered over 2.7 million remote experiences (up 12%) with over 2.0 million experiences in the U.S. (up 12%).

Looking Ahead

Ordering for the new Mustang RTR and the high-performance Mustang Dark Horse SC is now open along with the 30th edition trim package in the Expedition. On July 10, Ford will kick off a 23-store Bronco Filson North American tour at Filson’s flagship store in Seattle. The tour runs through October, when order banks are expected to open.

What kills all JL’s is the leak

 

[SeptuagenerianSasquatch]

Rivian sells to a small niche market. It doesn't compete with Ford nor Stellantis.

The Wall Street Journal's vehicle columnist, Dan Neil, gave the Rivian R2 very high marks. "There’s not a mass-market EV in the world with more rizz for the money." (Note that Neil is a big EV booster.) The review itself is behind a paywall.

I note that Ford's overall EV sales are way down.

 

[Harry The Heritage]

That’s awesome! But the real question is 5.0 Coyote or the 3.0 Hurricane first?! Who ups the ante?!

I don’t think a hurricane can even fit in a wrangler. Just looking at the 392s engine bay it looks stuffed in there. They would probably have to extend the front end of wrangler for the hurricane to fit…. But ford should have no excuse with a 5.0 fitting in the bronco…

I think with how many people want a V8 6G bronco it will probably come soon. But given what’s happened it would probably be 4 dr only

 

[Kevin Scarbel]

Sounds like what people said about Tesla 10 years ago, and then the model 3 was released. That being said, Rivian is looking to sale around 60K R2s, and least one of those sales will come from the Wrangler

But 60,000 units is a niche market quantity. Don't get me wrong, owing to the Amazon delivery truck contract, I own the stock. But not because of the SUV(s) and pickup. Car & Driver and Motor Trend didn't give them a 10 score.

 

[Kevin Scarbel]

The Wall Street Journal's vehicle columnist, Dan Neil, gave the Rivian R2 very high marks. "There’s not a mass-market EV in the world with more rizz for the money." (Note that Neil is a big EV booster.) The review itself is behind a paywall.

I note that Ford's overall EV sales are way down.

In the big picture, in North America, the EV market has died. As you know, Ford, GM, Honda and Stellantis have bailed out of that market. It has reverted to a niche market for that handful of people in your neighborhood, usually not car savvy people, who remain intrigued.

 

[voxel]

Stellantis is a giant flaming mess so no surprise the Bronco sales have surpassed it. Jeep sales declined 5% even with all the price cuts, new models, more V8s etc. Heck... Dodge with all their V8 Durangos still had 15% sales decline.

I don't know how ANY folks (I'm a Ford shareholder) can be happy with a 10% YoY sales decline when almost all other carmakers (except turds like Stellantis) have increased sales in the US.

Hybrid sales are BOOMing and driving US sales growth. I think YoY the industry has seen 17% growth and yet Ford is the laggard.

 

[tourproto]

Sounds like what people said about Tesla 10 years ago, and then the model 3 was released. That being said, Rivian is looking to sale around 60K R2s, and least one of those sales will come from the Wrangler

You are probably an outlier when it comes to cross shopping a Wrangler with an R2. I believe the target cross shopper for the R2 is someone with a 4Runner, Subaru Outback, or Jeep Grand Cherokee and maybe Ford Explorer/Expedition. Mall crawler first and dirt road adventures second. Most folks going from a Bronco/Wrangler to an R2 weren't using the Bronco/Wrangler much for off-roading (or are no longer interested in off-roading).

 

[socal_bronco24]

You are probably an outlier when it comes to cross shopping a Wrangler with an R2. I believe the target cross shopper for the R2 is someone with a 4Runner, Subaru Outback, or Jeep Grand Cherokee and maybe Ford Explorer/Expedition. Mall crawler first and dirt road adventures second. Most folks going from a Bronco/Wrangler to an R2 weren't using the Bronco/Wrangler much for off-roading (or are no longer interested in off-roading).

That’s definitely my wife. Likes the looks of the wrangler and also the looks of the R2. But after driving my Bronco she noticed the difference in handling and how much more comfortable the IFS is. Also always says it’s small and likes the wider seats of the Bronco even if mine is a 2 door. TBD if we pull the trigger on the R2 or something else. I do always give thanks to the wrangler for existing, otherwise the idea of a convertible SUV with a manual transmission in 2026 would be absurd.

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