Ford Motor Co.'s head of U.S. sales is optimistic improving production volumes of F-Series pickups will benefit sales after deliveries tumbled 8.8% in the first three months of 2026, including an almost 14% year-over-year decline in March.

An aluminum shortage from fires at a supplier last fall affecting truck production, the discontinuation of the Ford Escape crossover and a decrease in electric vehicle sales after the government eliminated a tax incentive for them in September contributed to the drop for the company. Frontloading of sales a year ago before automotive tariffs took effect and severe winter weather in January and February also contributed to expectations that the overall industry would be down 6.5% in the first quarter, according to dealer services provider Cox Automotive Inc.

"We had a monster 2025, and we had a monster retail 2025 led by F-150," Rob Kaffl, executive director of U.S. sales for the automaker, said. "When we came into January, our stocks were a lot lower than what we were even forecasting because of that high demand on our all-time best-selling pickup trucks in the month of December."

Sales of the F-Series trucks fell 16% in the January-through-March quarter, but Kaffl said production will pick up in the second quarter as aluminum supplier Novelis Inc.'s hot mill in Oswego, New York, returns to full capacity as early as May.

The automaker has eliminated summer shutdowns at full-size truck plants, added a 900-person crew at Dearborn (Michigan) Truck Plant and hired about another 100 people at Kentucky Truck Plant in an effort to make up 50,000 lost vehicles. Super Duty production also is on track to launch later this year in Canada.

Higher volumes, however, come as fuel prices are up as a result of blocked international trade in the Strait of Hormuz because of the Iran war. The price of a regular gallon of gas on average is $4.08, up 26% year-over-year, according to the American Automobile Association.

Kaffl said Ford is monitoring the situation, but dealers haven't seen it affect taste for full-size trucks and SUVs. He noted Ford also is the biggest seller of hybrid trucks.

"I think within the freedom of choice that we're providing across all powertrains," he said, "I think we'll be ready if there is an impact with gas prices."

Advances in powertrains like Ford's EcoBoost engines also have made vehicles more fuel efficient than they were during previous oil price spikes like the Great Recession of 2009 when American switched to smaller vehicles, said Erich Merkle, Ford's head of U.S. sales analysis.

Ford brand SUVs declined 8.8%, but Bronco Sport rose 5% for a record start, Explorer was up 30% and Expedition grew 30%. Bronco fell 4.3% during a voluntary recall, which should be resolved in the next few days, Kaffl said. Electric vehicles declined 70%, including a 60% decline for the Mustang Mach-E. Hybrids fell 20%, with the Escape available as a hybrid and plug-in hybrid. Without including discontinued vehicles, Ford sales were down 3.5%, Merkle said.

The Mustang coupe rose 50% year-over-year in the first quarter. Ranger increased 19%, Maverick fell 11% and Transit declined 1%.

The Lincoln luxury brand was down 0.5% with Corsair production ending alongside the Escape. Navigator rose 6.5%, Aviator grew 31% for a record first quarter and Nautilus declined by 11%.

General Motors Co. said this week its U.S. sales fell almost 10% in the first quarter. Chrysler and Jeep parent Stellantis NV's grew 4% amid efforts to turnaround the company's performance.

Moving ahead, Kaffl emphasized improvements in sales of F-Series and Bronco as well as the strengths of the company's dealer network.

"There's still a very strong retail industry that's out there," he said. "We think U.S. consumers are out buying, and we think there's a huge opportunity for us."

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