Ford Motor has lost ground in the non-luxury electric vehicle segment in the United States, slipping from first to third place in market share over the past three years, according to Experian’s Q2 2025 Automotive Consumer Trends Report.
The automaker’s share of the non-luxury EV market, excluding brands such as Tesla, Lucid, and Rivian, fell to 13.48% in the second quarter from 28.42% in the same period of 2022. Chevrolet led the segment with 25.90%, nearly doubling its share from 12.97%, while Hyundai followed with 17.07%, up from 19.63%. Experian said product availability has been a key driver, as both GM and Hyundai expanded their EV lineups despite weaker consumer demand.
Across the broader EV market, Ford held the third-highest share in Q2 with 5.85%, behind Tesla at 46.89% and Chevrolet at 6.97%. Hyundai ranked fourth at 5.14%, followed by Honda with 3.95%.
Ford’s EV sales dropped 31% year-on-year in the second quarter to 16,438 units. The Mustang Mach-E posted 10,178 sales, down nearly 20%, while the F-150 Lightning declined 26% to 5,842. Sales of the fleet-focused E-Transit plummeted 87% to 418 compared with 3,410 a year earlier.
The decline highlights Ford’s challenge in sustaining momentum in the EV market without introducing new or refreshed models, even as rivals add offerings and capture greater consumer attention.