Ford's F-Series Sales Decline Significantly Impacts Business
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 14 hours ago
0mins
Source: Fool
- Importance of F-Series: Ford's F-Series trucks are estimated to account for one-third of the company's total revenue, with Wall Street estimating that as much as 90% of Ford's net profit comes from this lineup, highlighting its critical impact on Ford's financial health.
- Intensified Sales Competition: In the first half of 2026, Ford's F-150 fell short of Honda's CR-V, which achieved a 19% and 30% sales increase in May and June respectively, totaling 226,114 units, indicating the fierce competition in the market.
- Production Challenges: Two supplier fires last fall severely impacted Ford's aluminum supply, leading to reduced production capacity for the F-150, with expected EBIT losses of $1.5 billion to $2 billion in 2026, forcing management to adjust earnings guidance.
- Response Strategy: Ford plans to offset about $1 billion of the losses by adding production shifts, but despite these challenges, the company must focus on whether it can recover production in the second half of the year to maintain investor confidence and market share.
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Analyst Views on F
Wall Street analysts forecast F stock price to fall
14 Analyst Rating
3 Buy
10 Hold
1 Sell
Hold
Current: 13.830
Low
11.00
Averages
13.65
High
16.00
Current: 13.830
Low
11.00
Averages
13.65
High
16.00
About F
Ford Motor Company develops and delivers Ford trucks, sport utility vehicles, commercial vans and cars, and Lincoln luxury vehicles, along with connected services, including BlueCruise (ADAS) and security. The Company's segments include Ford Blue, Ford Model e, Ford Pro, and Ford Credit. The Ford Blue segment primarily includes the sale of Ford and Lincoln internal combustion engine (ICE) and hybrid vehicles, service parts, accessories, and digital services for retail customers. The Ford Model e segment primarily includes the sale of its electric vehicles, service parts, accessories, and digital services for retail customers. The Ford Pro segment primarily includes the sale of Ford and Lincoln vehicles, service parts, accessories, and services for commercial, government, and rental customers. The Ford Credit segment consists of the Ford Credit business on a consolidated basis, which is primarily vehicle-related financing and leasing activities. Its vehicle brands are Ford and Lincoln.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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Ford's F-Series Sales Decline Significantly Impacts Business
- Importance of F-Series: Ford's F-Series trucks are estimated to account for one-third of the company's total revenue, with Wall Street estimating that as much as 90% of Ford's net profit comes from this lineup, highlighting its critical impact on Ford's financial health.
- Intensified Sales Competition: In the first half of 2026, Ford's F-150 fell short of Honda's CR-V, which achieved a 19% and 30% sales increase in May and June respectively, totaling 226,114 units, indicating the fierce competition in the market.
- Production Challenges: Two supplier fires last fall severely impacted Ford's aluminum supply, leading to reduced production capacity for the F-150, with expected EBIT losses of $1.5 billion to $2 billion in 2026, forcing management to adjust earnings guidance.
- Response Strategy: Ford plans to offset about $1 billion of the losses by adding production shifts, but despite these challenges, the company must focus on whether it can recover production in the second half of the year to maintain investor confidence and market share.
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- Intensifying Market Competition: Honda's CR-V achieved sales increases of 19% and 30% in the first half of 2026, successfully overtaking the Ford F-150, reflecting the pressure on Ford's market share, especially when its core product line is underperforming.
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- Importance of F-Series: Ford's F-Series trucks are estimated to account for one-third of the company's total revenue, with Wall Street estimating that as much as 90% of Ford's net profit comes from this lineup, highlighting its critical impact on Ford's financial health.
- Intensified Sales Competition: In the first half of 2026, Ford's F-150 fell short of Honda's CR-V, which achieved a 19% and 30% sales increase in May and June respectively, totaling 226,114 units, indicating the fierce competition in the market.
- Production Challenges: Two supplier fires last fall severely impacted Ford's aluminum supply, leading to reduced production capacity for the F-150, with expected EBIT losses of $1.5 billion to $2 billion in 2026, forcing management to adjust earnings guidance.
- Response Strategy: Ford plans to offset about $1 billion of the losses by adding production shifts, but despite these challenges, the company must focus on whether it can recover production in the second half of the year to maintain investor confidence and market share.
See More
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- Supply Chain Crisis: Ford's F-150 production has been severely impacted by two supplier fires leading to aluminum shortages, with first-half 2026 sales expected to fall short of 210,000 units, significantly lagging behind Honda's CR-V at 226,114 units, highlighting Ford's vulnerability during a traditionally strong selling season.
- Intensifying Market Competition: Honda's CR-V achieved sales increases of 19% and 30% in the first half of 2026, successfully overtaking the Ford F-150, reflecting the pressure on Ford's market share, especially when its core product line is underperforming.
- Significant Financial Impact: Ford anticipates a loss of $1.5 billion to $2 billion in earnings before interest and taxes (EBIT) due to production issues, although it plans to offset about $1 billion of that loss by adding shifts, yet the overall financial outlook remains bleak.
- Long-term Strategic Challenges: The F-150's decline in sales, a model that has rarely lost its leading position over the past 15 years, not only undermines investor confidence but also poses serious challenges to Ford's future market strategy and product planning.
See More
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- Wiper Motor Defect: The windshield wiper motor in the 2024-2026 Mustang may operate only at high speed due to improperly programmed semiconductor chips, disabling the washer system in temperatures below 0°C, which reduces driver visibility and increases crash risk.
- Differential Shaft Issue: The rear differential pinion shaft in the 2021-2023 Mustang Mach-E may fracture due to bending fatigue, potentially causing loss of drive power or unintended vehicle movement; Ford is aware of 62 warranty claims and 14 quality reports, indicating serious safety concerns.
- Free Repair Commitment: Ford has committed to providing free inspections and necessary repairs for affected vehicle owners, and while no accidents or injuries have been reported, this initiative aims to enhance consumer trust and maintain brand reputation.
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- Market Share: Hesai holds one-third of the global automotive lidar market, with projections indicating that the autonomous driving market could reach $300 billion to $400 billion by 2035, positioning Hesai's technology as a key driver of this growth.
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- Production Capacity Commitment: The pact includes Micron's commitment to expand production capacity to support Ford's manufacturing needs over many years, which will help ensure consistent support for Ford as vehicles become more intelligent and data-heavy.
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