Ford is forecast to lose U.S. market share in 2026. Cox Automotive projects the automaker’s sales will fall 8.8% through the first three quarters of the year, bringing its market share to 12.5%.
Detroit’s traditional automakers face a broader challenge: their combined market share is expected to reach an all-time low of around 36%.
High gasoline prices are pushing consumers toward more fuel-efficient vehicles and hybrids. Analysts say Ford and GM are particularly affected because they offer relatively few hybrid models compared with Asian brands that are gaining market share. Ford has also been affected by the discontinuation of its popular, fuel-efficient Escape compact SUV.