Ford’s Off-Road Lineup Fuels Sales Growth in 2026

Ford’s Bronco, Raptor and Tremor models continue to attract new buyers, helping the automaker boost profits and strengthen its position in the off-road market.

Ford’s growing family of off-road vehicles is becoming one of the company’s biggest competitive advantages. Strong demand for the Bronco, Raptor and Tremor models helped boost second-quarter profits while attracting younger buyers and strengthening Ford’s position in one of the industry’s fastest-growing segments.

The automaker says its strategy of investing in performance-focused trucks and SUVs is paying off, with off-road models representing a significant share of total sales.

Bronco Overtakes the Jeep Wrangler

One of Ford’s biggest milestones came during the second quarter of 2026, when the Ford Bronco outsold the Jeep Wrangler for the first time since its return to the market.

Ford delivered 45,739 Broncos through June, compared with 41,793 Wranglers, marking a major achievement in one of the industry’s most competitive SUV segments.

According to Ford CEO Jim Farley, off-road models accounted for 25% of the company’s second-quarter sales, proving that enthusiasm for adventure-focused vehicles continues to grow.

The Ford Bronco surpassed Jeep Wrangler sales during the second quarter of 2026.

Raptor and Tremor Continue Driving Profits

Ford executives also highlighted the success of the Raptor and Tremor families.

The company reported that:

• Raptor sales increased 9% year over year.
• Tremor models now represent 15% of Expedition sales.
• Off-road variants continue generating higher profit margins than standard trims.

Ford believes relaxed U.S. emissions regulations have also allowed it to better meet customer demand for V8-powered trucks and high-performance models without the same compliance challenges faced in previous years.

Ford says Raptor and Tremor models continue to deliver strong demand and higher profit margins.

Hybrid Expansion Remains a Key Priority

Beyond its off-road lineup, Ford continues expanding its hybrid strategy.

The Ford Maverick Hybrid posted record sales during the first half of 2026, becoming America’s best-selling hybrid pickup. Company executives confirmed that hybrid technology will gradually spread across more Ford models over the coming years.

The announcement comes despite Ford ending production of the hybrid versions of the Escape SUV, as the automaker shifts its product strategy toward more profitable trucks, SUVs and electrified vehicles.

Ford believes the combination of off-road performance models and an expanding hybrid portfolio will remain central to its long-term growth strategy.

Ford plans to expand hybrid technology across more models while maintaining its off-road leadership.