Ford's July sales fall as aluminium shortage continues to limit F-Series production

Ford Motor Co. reported a double-digit decline in U.S. vehicle sales for July as production constraints linked to an aluminium shortage continued to limit F-Series truck availability, although the automaker said demand for its high-margin pickup trucks and SUVs remains resilient.

Ford sold 169,951 vehicles in the U.S. during July, down more than 10 per cent year-on-year. The decline was attributed to a combination of constrained F-Series production following disruptions in aluminium supply, the discontinuation of the Escape crossover and a planned reduction in low-margin rental fleet sales.

The aluminium shortage stemmed from multiple fires that halted production at aluminium supplier Novelis Inc.'s hot mill last autumn. Although the facility resumed operations in June, Ford said F-Series inventory remained tight, with around 45 days of supply available at the end of July.

Aluminium supply disruption weighs on truck production

Limited F-Series production prompted Ford to prioritise retail sales over fleet deliveries during the month, contributing to a 96 per cent decline in daily rental fleet sales.

F-Series sales declined 6.5 per cent year-on-year, although the automaker said the pickup remains on track to secure its 50th consecutive year as America's best-selling truck.

Ford's Head of U.S. Sales, Rob Kaffl, said the overall decline reflected deliberate business decisions rather than weakening customer demand.

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"Our July results reflect a strategy that is working exactly as planned: we've intentionally been sunsetting select models and pulled back on low-margin rental fleet volume to make room for an onslaught of new-product introductions by the end of the decade," Kaffl said.

According to Ford, excluding the discontinuation of the Escape and Lincoln Corsair, together with the planned reduction in rental fleet sales, overall sales would have declined by less than 1 per cent.

Truck and SUV demand remains resilient

Despite production constraints, Ford said demand for its higher-margin trucks, SUVs and off-road models remained healthy.

The Maverick pickup recorded a 29 per cent increase in sales, while Bronco Sport rose nearly 11 per cent. Entry-level versions of the Maverick, Bronco Sport and Ranger collectively increased 10.4 per cent through July, and the company's off-road performance variants grew 4.8 per cent, accounting for roughly a quarter of total sales.

However, sales of the all-electric Mustang Mach-E declined 65 per cent following the expiry of U.S. federal tax incentives for electric vehicles, while Expedition sales fell 23 per cent and Mustang coupe sales dropped nearly 20 per cent.

Ford continues long-term product expansion

Ford said it remains focused on expanding its product portfolio despite near-term production challenges.

The company plans to offer hybrid or multi-energy powertrain options across nearly all of its model range by the end of the decade and intends to introduce five new affordable vehicles, including a U.S.-assembled all-electric midsize pickup based on its next-generation Universal Electric Vehicle Platform.

"We are trading a small amount of near-term volume today for what comes next: an onslaught of new products that will be available for customers starting next year and through the end of the decade," Kaffl said.

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