Ford's Electric Vehicle Sales Stagnate in July Ahead of Major Announcement






Ford's electric vehicle segment experienced a period of stagnation in July, even as the company's overall US sales recorded a notable 9% increase. This performance comes just before a significant announcement from CEO Jim Farley regarding the automaker's future electric vehicle strategy. Despite the flat EV sales, certain models like the Mustang Mach-E showed positive signs, indicating that the company is navigating a complex transition in the rapidly evolving automotive landscape. The upcoming reveal is anticipated to highlight Ford's commitment to innovation and cost-effectiveness within its electric vehicle division, particularly focusing on its core strengths in the truck and SUV markets.
In July, Ford's total vehicle sales in the United States reached 198,313 units, marking a 5% year-over-year increase, outperforming the industry's estimated average. However, the electric vehicle sales experienced a marginal decline of 0.2%. The Mustang Mach-E, an electric SUV, demonstrated a robust performance with 5,308 units sold, achieving its best July sales figures to date and staying ahead of its projected pace for 2024. This is particularly noteworthy given a recall earlier in the year that impacted approximately 200,000 Mach-E models in the US.
Overall, Ford delivered 8,229 electric vehicles in July, a slight decrease from the 8,242 units sold in the same month last year. The F-150 Lightning, the electric pickup truck, saw a modest sales increase of 0.3%, with 2,831 units finding new owners. Conversely, the E-Transit electric van experienced a significant downturn in sales, with only 90 units sold, representing an 89% drop compared to July of the previous year.
For the first seven months of 2025, Ford's electric vehicle sales totaled 47,217 units, indicating a 9.9% decrease compared to the corresponding period in 2024. During the second-quarter earnings call, CEO Jim Farley revealed plans to develop and produce a 'breakthrough' electric vehicle and platform within the United States. Farley likened this initiative to a 'Model T moment,' emphasizing its potential to introduce a new series of vehicles characterized by advanced technology, enhanced efficiency, spacious interiors, and innovative features. This strategic pivot aims to leverage Ford's established expertise in the truck and SUV categories, moving away from direct competition with Asian manufacturers in the mass-market EV segment.
Ford is actively developing a new, cost-efficient electric vehicle platform and intends to manufacture Lithium Iron Phosphate (LFP) batteries in Michigan. This approach is designed to facilitate the production of more affordable and profitable electric models. The first electric vehicle built on this new platform is expected to be a mid-size pickup truck, slated for release in 2027. Further details regarding Ford's comprehensive electric vehicle strategy are anticipated to be unveiled on August 11 in Kentucky.
In a move to stimulate sales, Ford launched a new promotional campaign in July called 'Triple Zero,' following the success of its 'From America, For America' initiative. The 'Triple Zero' offer provides customers with $0 down payment, 0% interest, and no payments for the first 90 days. This financial incentive aims to make electric vehicles more accessible to a broader consumer base, thereby boosting sales in a competitive market.
As Ford prepares for its significant announcement, the current state of its electric vehicle sales reflects a period of consolidation before what the company hopes will be a transformative shift. The focus on developing a new, cost-effective platform and prioritizing its traditional strongholds in trucks and SUVs suggests a refined strategy for long-term growth in the electric vehicle sector, aiming for profitability and market differentiation.