Ford's US Q1 sales fall 8.8% due to affordability issues but trucks and SUVs boost market share.

Ford reported an 8.8% drop in US first quarter sales, impacted by higher borrowing costs, vehicle prices, and reduced federal EV tax credits. Despite this, strong sales in trucks, large SUVs, and commercial vehicles helped Ford increase its retail market share to 11.6%. The F-Series pickups remained top sellers, and Ford's software subscriptions and hands-free driving system usage also grew. The company expects production volume to recover later in the year as it focuses on profitable, high-demand segments.