Ford's Q2 revenue slipped 4%, and U.S. sales fell nearly 10% in the first half of the year, driven by the Novelis supplier fire and the phaseout of models like the Escape.

🎙️ Listen to today's Automotive State of the Union episode for the complete discussion, additional context, and the conversations that shaped our perspective.

CFO Sherry House says customers remain resilient despite inflation and high interest rates, and the data backs that up directly. Nearly a quarter of U.S. sales are now higher-margin off-road trims, not the base models affordability pressure would predict. That's a real signal that premium configurations are proving more resistant to rate and price pressure than the broader lineup.

Ford is simultaneously expanding into battery energy storage and defense projects, alongside its new Universal EV Platform. The $30,000 electric pickup expected in 2027 is a direct bet that affordability, not range or tech specs, is what unlocks the next wave of EV buyers.

If you carry Ford, this is worth a real look at how you're merchandising trim levels right now. The data says customers are reaching for off-road and higher trims even under real financial pressure, not just settling for base models. Don't assume affordability concerns mean customers only want the cheapest option in front of them.