Ford is on a Roll, Quality is Driving the Momentum

You may have missed it over the Independence Holiday, but Ford reported great sales in the second quarter. Most of the gains can be attributed to the fear of tariffs and the employee pricing deals, but Ford grew sales and market share. The Ford F-Series had their best second quarter in six years. Lincoln had its best second quarter since 2007. Now, the big question is how do they keep the momentum going? Clearly, both Ford and GM pulled sales ahead as buyers grow more and more concerned about the costs that tariffs may add to vehicle prices. Also, sales of EVs were up as buyers took advantage of the EV tax breaks. Those breaks are eliminated in the tax bill signed by President Trump on July 4th.

“We blew the doors off the overall industry with our second-quarter sales,” said Andrew Frick, president, Ford Blue and Model e, and interim head of Ford Pro. “Customers continue appreciating our broad powertrain choices — gas, hybrid, electric, and diesel — digital productivity tools that save time and money, and our Ford Motor Company: From America, For America commitment.”

A Closer Look at the Ford Numbers

Ford sales grew 14.2 percent in the second quarter, mostly on strong sales of the F-Series. Total pickup sales, including the Ranger and the Maverick were up over 15 percent with the total of 288,564. That’s almost half of Ford’s overall sales of 612,095.

F-Series sales climbed 11 percent  to 222,459, which was the best second quarter since 2019. F-Series was the best-selling truck in America for the first half of 2025.

It was a huge quarter for Ford Bronco. The Bronco and Bronco Sport sold a record 78,543 SUVs, up 44.7 percent.  Bronco alone had its best quarter since it debuted in 2021, jumping 51.3 percent to 39,468. Apparently, people who have been waiting to buy one figured the vehicles would only get more expensive not less, so they might as well take the leap now. 

It appears the little Maverick truck is red hot. Maverick had its best quarter ever selling 48,041 trucks. Almost 60 percent of the Maverick buyers are new to Ford.

Ford Electrified Vehicles Sold Well as Buyers Rushed to Beat the End of Tax Rebates

Ford sold a record 156,509 electrified vehicles in the first half of 2025. That number includes the F-150 Lightning, Mustang Mach-E and hybrids. I would expect those numbers to cool in the future, except for the hybrids, now that they have lost their tax rebates. The Maverick Hybrid is America’s best-selling hybrid pickup, and the F-150 Hybrid led full-size pickups.

Lincoln Performed Well in First Half of 2025

Lincoln had its best second quarter since 2007. The Navigator led the strong results, with its best quarter in two decades. Lincoln sales rose percent to 31,332 vehicles.

Quality is Key to Future Sales

Ford just had an outstanding showing in the J.D. Power Initial Quality Study. The study surveys new owners in the first 90 days of ownership asking about drivability, user friendliness and  fit and finish. Four Ford vehicles rated the best in their segments outdoing even Toyota, which typically comes out on top. The Ford F-150, F-Series Super Duty, Mustang and Escape all received top honors. Those rankings may be more important than ever as buyers become more cautious with prices expected to rise. Even though most of Ford’s vehicles are built in America, tariffs can affect the prices of parts. Steel tariffs can certainly affect the price of many components. Leery buyers will be looking at quality as a key factor in making expensive purchases. 

Lincoln also improved its quality rating for the second straight year.

“Customers expect new vehicles to make their lives easier, more fun, or both right from the first mile,” said Josh Halliburton, executive director of quality at Ford Motor Company. “Four segment-topping finishers and overall improving vehicle quality scores for most nameplates show that while we have to remain laser-focused on earning the trust of our customers, we’re headed in the right direction.”

Ford is also focused on reducing the number of recalls. Those cost the company money and cut into profits, plus they also cut into consumer confidence. 

“We are making progress improving quality, but we know quality is a marathon, not a sprint — and we’ll keep working to deliver even better-quality vehicles for customers,” said Halliburton.

Ford Rolling Out New Products to Boost Sales in the Second Half of 2025

As I recently reported, Ford has recently announced a new Explorer Tremor edition. The Explorer Tremor is designed for people who want next-level off-road capability and performance beyond regular four-wheel drive. The 2026 Explorer Tremor will start shipping in the third quarter. 

Also, I recently reported on the F-150 Lobo street truck that will start shipping in the third quarter. The F-150 Lobo comes already lowered, with a 5.0-liter V8 and automatic four-wheel drive. The F-150 Lobo is Ford’s first full-size street truck and most importantly, the modifications are covered under Ford’s factory warranty. Often times, lowering a truck with aftermarket parts can void the factory warranty.

“We’ve heard from customers who love our current trucks and SUVs but want something that fits their lifestyle event better — both on- and off-road,” said Jim Baumbick, vice president, Advanced Product Development, Cycle Planning and Programs. “Adding Tremor capability to Explorer and expanding F-150’s lineup with Lobo style and performance is continuing to give Ford customers what they love and can’t live without.”

Making sure the new products have successful launches will go a long way toward helping Ford maintain its sales momentum. 

Ford Photo

Mary Conway is a professional automotive journalist and has decades of experience specializing in automotive news analysis. She covered the Detroit Three for more than twenty years for the ABC affiliate, in Detroit. Her affection for the Motor City comes naturally. Her father ran a gas station while Mary was growing up, in Wisconsin.

Follow Mary Conway at @MaryConwayMedia and send her car news tips for future stories.