Ford’s Sales Hit Alarming Drop
Ford is losing ground fast in its own backyard, and the remedies it is counting on range from a bold new budget EV to an energy deal that drew a presidential rebuke. Whether any of it arrives in time may…
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According to Cox Automotive, Ford (NYSE: F | F Price Prediction) is headed for a year in which sales will fall 8.8% through the first three quarters. That is slightly better than the Q3 forecast of a 7.1% unit sales collapse. With 1,505,134 vehicle sales from January through September, its US market share is expected to fall to 12.5%. That puts it well behind Toyota (NYSE: TM) at 15.6% and GM (NYSE: GM) at 16.7%. The entire market is expected to fall 1.8% to 12,280,654 for the same period.
Ford expects that two things will improve its fortunes. The first is the release of the Fathom EV pickup. It will launch in early 2027. Pre-orders put the base price at $28,350, well below most EVs, which many US buyers have considered expensive. The Fathom will be built on the next-generation Universal Electric Vehicle (UEV) platform, which Ford says will revolutionize auto manufacturing.
Ford also released plans for an energy storage project, which drove its stock up 13% in May. The battery storage business targets the booming data center and utility markets. President Trump attacked the plan because it involved ventures with Chinese battery maker CATL, and Chinese automakers Geely and BYD. It is too early to tell whether this will affect Ford’s plans.
The market has been unkind to Ford’s stock. It is down 12% in the last three months while the S&P 500 is up 3%.
Ford no longer trades on its EV debacle. Investors are more worried about its weak position in China and Europe. These are two of the world’s three largest car markets. That leaves Ford needing to succeed in the US.
Ford’s US sales and profits depend heavily on its F-Series full-size pickup. So far, it has led as the best-selling vehicle in America. The Chevy Silverado and Ram have challenged it from time to time.
Ford’s sales footprint has shrunk significantly. Competition from Europe, South Korea, and Japan has fenced it in across the US. A drop in overall sales in America would dent it badly. With falling sales, it has nowhere else to go.
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