Ford Follows Industry Lead as April New Car Sales Drop 14.4 Percent
April saw new car buyers flock to dealer showrooms ready to wheel and deal on the vehicle they wanted — last year. That meant Ford Motor Co. and the rest of the industry were facing a tough task this April to come close to last year’s numbers — and the Dearborn, Michigan-based automaker fell short.
The company’s year-over-year sales were down 14.4 percent, with hybrids leading the decline, falling 32.5 percent. A quick look at the numbers showed consistency — every vehicle was down compared to last year’s numbers.
Despite the negative numbers, there were a couple of bright spots. The Ford Bronco saw sales rise 18.8 percent, Explorer was also up slightly, 1 percent, while the venerable Mustang also enjoyed a strong month, jumping 18.4 percent. Lincoln, Ford’s luxury vehicle unit, also posted a positive with the Nautilus up 7.7 percent year-over- year.
Through April, overall sales are down, which mirrors the industry’s performance, which has been in the negative all four months of 2026. Ford sales are down 10.4 percent overall, although the Mustang has put up stellar numbers: it’s up 39.2 percent. Meanwhile, Bronco (2.7 percent) and Bronco Sport (0.6 percent) has offered up solid numbers too.
Broken down by segment: SUVs fell 16.6 percent in April while trucks slid 14.1 percent. For the first four months, sport utes (10.5 percent) and pickups (12.1 percent) fell short as well. Ford’s truck sales have also been hampered by two fires at one of its aluminum suppliers earlier this year. They’ve crimped F-150 production.
A preliminary report from researchers at GlobalData noted the industry was down 6.7 percent overall last month, according to Automotive News. The rough month was attributed to a massive rush of buyers to dealerships last year looking to beat expected price increases attributable to the Trump administration’s threatened new tariffs. Buyers were also looking to buy electric vehicles before the $7,500 federal tax credit was cut.
April’s seasonally adjusted annual rate (SAAR) of sales was 16.1 million, which would normally be considered a good, but not great month. The April SAAR was down from 17.2 million in April 2025 and 16.3 million in March.
The numbers for May are likely to continue the negative trend as automakers worked to offset the impact of tariffs on many of its vehicles last year, rather than increase prices.
[Images: Ford]
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Michael Strong has spent more than 25 years writing about the automotive industry. A Detroit-area native, he’s written about everything from local car shows to product reviews to financial news. Currently he writes and edits for a variety of national and local publications. He’s also a longtime member of the Automotive Press Association and the International Motor Press Association, and a graduate of Georgia Southern University. Hail Southern! Despite a love for ’70s land yachts and BMWs from the late ’80s and early ’90s, his personal vehicle is neither of those.
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Sorry but with Ford being the undisputed champion of recalls, I just can't fathom how people still buy their junk. Does the average new car buyer not actually do even a modicum of research before setting off to the dealership?
Ford will be back to hitting those home runs any day now.
Also, the Lions are Super Bowl favorites.