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Gap in U.S. sales race narrows to 1,195 vehicles

According to U.S. sales data, Ford held onto third place in the market in the third quarter with 507,395 light-vehicle deliveries. Hyundai Motor Group, led by Hyundai, Kia and Genesis, followed very closely with total sales of 506,200 vehicles.

Ford’s sales in the period fell 6.6% from the same quarter last year, while the South Korean automaker’s sales increased 5.4%. In an estimate released last week, Hyundai was expected to overtake Ford for the first time on a quarterly basis; however, both companies reported results that were stronger than forecast.

As Ford assessed the tightening gap, it pointed out that Hyundai and Kia operate separate businesses in the U.S. market. Even so, the figures showed Hyundai Group continuing to expand its presence in the U.S. auto market.

Ford still leads on year-to-date sales

Based on data released by the companies this week, Ford still holds an annual sales lead of about 89,700 vehicles over Hyundai as of the end of the third quarter. General Motors is the leader in the U.S. market in 2026, with Toyota in second place; Toyota is also said to have narrowed the gap with GM during the year.

  • Ford: 507,395 light vehicles, down 6.6% year on year.
  • Hyundai Motor Group: 506,200 vehicles, up 5.4% year on year.
  • Quarterly gap: 1,195 vehicles.

Main reasons for pressure at Ford

Ford’s performance was affected by production issues in the F-Series pickup models, a key product line for the company. Disruptions to production and sales followed fires at two suppliers last year.

In addition, the phaseout of some models such as the Ford Escape made year-on-year comparisons more difficult. Sales of Ford-branded vehicles fell by about 6% in the quarter, while Lincoln, the luxury brand, posted an 18% decline.

How did the F-Series and EVs affect the results?

Sales in the F-Series pickup family, one of Ford’s most important revenue drivers, fell just 1.9% in the third quarter. The company said sales and inventory trends in the line, including the F-150, improved over the course of the quarter.

Sharp decline in EV sales continued

The picture within the F-Series was shaped by a 97.1% plunge in the F-150 Lightning electric pickup, whose production has ended. Ford’s electric vehicle sales were down 67.5% year on year as of the end of September, with the decline reaching about 80% in the third quarter alone.

The decline was also influenced by a high base from last year, when demand accelerated ahead of the end of federal EV incentives in the same period. Consumer incentives had been available up to $7,500.

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