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Ford SUV Sales Surge: Best First Half in 25 Years!
15 Jul
Summary
- Ford's large SUVs achieved best first-half sales in 25 years.
- Bronco, Explorer, and Expedition sales grew 10.1% in H1 2026.
- Large SUVs provide crucial financial stability during EV transition.
Ford's lineup of large SUVs—the Bronco, Explorer, and Expedition—has achieved its best sales performance in the first half of a year in 25 years, signaling robust demand for these profitable models. Combined sales for these vehicles saw a 10.1% increase in the first half of 2026 in the United States, with the Explorer leading sales figures.
The strong performance of these high-margin vehicles is particularly vital as Ford strategically revises its electrification plans. The success of the Bronco, which set first-half and second-quarter sales records, underscores the demand for these premium offerings. These SUVs are key revenue generators for Ford, contributing significantly to its financial health during this transitional period.
This focus on larger, higher-margin vehicles comes as Ford manages the planned phase-out of smaller models like the Escape and Corsair. While overall Q2 sales saw a 10% decline, partly due to these phase-outs and supply issues affecting the F-Series, the robust performance of the Bronco, Explorer, and Expedition provides a strong financial foundation. The ability to offer premium trims and accessories allows for substantial profitability per sale.
