Ford Sales Fall by Almost 14% Despite Employee Pricing for All

Due to an 8.8% decline in first-quarter sales, Ford reinstated employee pricing for everyone on May 1. Customers may save over $2,000 on a number of models, including the Bronco, Bronco Sport, and Mustang, during the promotion, which is valid until July 6. Sadly, Ford’s combined May sales fell 13.6% from a year ago, indicating that the incentive isn’t working. Last month, the carmaker sold 190,828 cars, a decrease of 30,131 from 2025.

Sales of the cancelled Escape fell 80.3% to 3,427 units, and this decline can be mostly attributed to Ford’s own choices. It’s also important to note that, despite the crossover’s 8.3% decline in sales, Escape purchasers are not switching to the Bronco Sport.

It’s interesting to note that increased petrol costs don’t appear to be helping the Mustang Mach-E. In stark contrast to the Hyundai Ioniq 5, sales were down 44% to 2,647 vehicles. Sales of that model increased by 28% to 5,002 units, making it its biggest May ever.

In terms of declines, the F-Series declined 13.3%, and the Expedition fell 24.4%. The Mustang had a minor 1.8% drop, while the Ranger fell 23.3%. The Explorer was up 8.8% to 22,316 units, so it wasn’t all terrible news. While the Maverick had a 10% increase, the Bronco also registered a 5.2% gain.

Bloodbath in Lincoln

Lincoln saw a 20.5% decline in sales to 9,201 vehicles, while overall Ford sales dropped 13.3% to 181,627 units. The demise of the entry-level Corsair is mostly responsible for this. Because inventory is beginning to run low, sales of that model fell by 65.7%.

The fact that every other vehicle also saw reductions added to the gloomy news. The Nautilus and Aviator saw drops of 7.6% and 6.1%, respectively, after the gas-guzzling Navigator’s 10.8% decline.

Although there is much to blame, the Blue Oval itself bears a large portion of the guilt. In addition to discontinuing the Escape and Corsair, Ford no longer provides mainstream customers with a hybrid crossover. Given that competitors offer a variety of hybrid vehicles and petrol prices are more than $4 per gallon, that seems like an increasingly foolish decision.

Ford May 2026 Sales

Lincoln May 2026 Sales