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Ford (F) explained: how it makes money, how it's doing, what protects it

A plain-English guide to the company behind the F-150. See what it sells, where the money goes, who it competes with and why its lending arm carries so much debt.

⚡What does Ford do, in 30 seconds?

Ford makes and sells cars, trucks, vans and SUVs under two brands, Ford and Lincoln, and its lending arm, Ford Credit, makes loans to buyers and dealers 41. Ford had $187.3bn ✓ of sales in FY2025. Ford Blue, its gas and hybrid business for retail buyers, made up 54% ✓ of that 1. Ford Pro, its unit for business, government and rental customers, made up 35% ✓4.

Revenue, FY2025
$187.3bn✓
Profit, FY2025
-$8.2bn✓
Sales growth, 4 quarters to 30 Sep 2026
-1.4%✓
Net cash (cash and investments minus borrowings; leases and stakes in other companies not counted), 30 Sep 2026
-$129.0bn✓
Headquarters
Dearborn, Michigan 1
Founded
1903 in Michigan, to make cars designed by Henry Ford 1
Employees
About 169,000 worldwide, per its 2025 annual report 1
CEO
Jim Farley, since October 2020 1
Dealerships
About 8,226 worldwide at the end of 2025 4
Fiscal year ends
31 December 1

📱What does Ford sell?

Ford reports four business segments 1. Three sell vehicles, parts and services, and one, Ford Credit, lends money 1. Here is what each one does.

🚙

Ford Blue

Ford and Lincoln gas-powered and hybrid vehicles, plus service parts, accessories and digital services 1. Ford Blue brought in $101.0bn ✓ in FY2025. It earned EBIT of $3,024 million in 2025, a margin of 3.0% 3.

👥 Everyday retail buyers 1.

🚚

Ford Pro

Super Duty trucks and Transit vans, plus parts and services such as telematics and EV charging that help customers run their fleets 14. Ford Pro brought in $66.3bn ✓ in FY2025. It earned EBIT of $6,843 million in 2025, a margin of 10.3% 3.

👥 Businesses, governments and rental firms; in the United States and Canada, Ford Pro handles all of Ford's sales to them 1.

🔋

Ford Model e

Electric vehicles, including extended-range electric ones, plus parts and digital services; it also builds software and connected-car technology for all of Ford 1. Model e brought in $6.7bn ✓ in FY2025. It had an EBIT loss of $4,806 million in 2025 3.

👥 Everyday buyers of electric cars in North America, Europe and China 1.

🏦

Ford Credit

Ford's own lender. It offers car loans and leases to people and businesses buying Ford and Lincoln vehicles, and lends to dealers to fund their stock of cars and their buildings 1. Ford Credit brought in $13.3bn ✓ in FY2025. Most of its business is in the United States and Canada 1.

👥 Ford and Lincoln buyers, and the dealers that sell to them 1.

How the mix has shifted

Revenue mix by productFY2023Ford Blue: $101.9bn (58%)Ford Blue 58%Ford Pro: $58.1bn (33%)Ford Pro 33%Ford Model e: $5.9bn (3%)Ford Credit: $10.3bn (6%)FY2024Ford Blue: $101.9bn (55%)Ford Blue 55%Ford Pro: $66.9bn (36%)Ford Pro 36%Ford Model e: $3.9bn (2%)Ford Credit: $12.3bn (7%)FY2025Ford Blue: $101.0bn (54%)Ford Blue 54%Ford Pro: $66.3bn (35%)Ford Pro 35%Ford Model e: $6.7bn (4%)Ford Credit: $13.3bn (7%)
Revenue mix by productFY23Ford Blue: $101.9bn (58%)58%Ford Pro: $58.1bn (33%)33%Ford Model e: $5.9bn (3%)Ford Credit: $10.3bn (6%)FY24Ford Blue: $101.9bn (55%)55%Ford Pro: $66.9bn (36%)36%Ford Model e: $3.9bn (2%)Ford Credit: $12.3bn (7%)FY25Ford Blue: $101.0bn (54%)54%Ford Pro: $66.3bn (35%)35%Ford Model e: $6.7bn (4%)Ford Credit: $13.3bn (7%)Ford BlueFord ProFord Model eFord Credit
Share of revenue by business line, by fiscal year. Source: FORD MOTOR CO 10-K filed 2026-02-11.

Where the customers are

Most of Ford's sales come from the United States, at 65% ✓ in FY2025. Canada added 8% ✓, the United Kingdom 7% ✓ and Mexico 1% ✓. Other countries made up the remaining 19% ✓. Of Ford's 4,395,000 wholesales in 2025, 2,105,000 were in the United States and 379,000 in China, including Taiwan 1.

Revenue by regionUnited States$122.6bn 65% of salesCanada$14.5bn 8% of salesUnited Kingdom$12.3bn 7% of salesMexico$2.5bn 1% of salesOther countries$35.4bn 19% of sales
Revenue by regionUnited States$122.6bn 65%Canada$14.5bn 8%United Kingdom$12.3bn 7%Mexico$2.5bn 1%Other countries$35.4bn 19%
Revenue by region, FY2025. Source: FORD MOTOR CO 10-K filed 2026-02-11.

💸How does Ford make money?

Follow the money: what customers pay for, what it costs to make, and what is left as profit.

Money map FY2024: how revenue turns into profitFord Blue → Revenue: $101.9bnFord Pro → Revenue: $66.9bnFord Model e → Revenue: $3.9bnFord Credit → Revenue: $12.3bnRevenue → Gross profit: $26.6bnRevenue → Cost of sales: $158.4bnGross profit → Operating profit: $5.2bnGross profit → Selling & admin: $10.3bnGross profit → Other operating costs: $11.1bnOperating profit → Net income: $3.9bnOperating profit → Income tax: $1.3bnOther income → Net income: $2.0bnFord Blue$101.9bn · 55%Ford Pro$66.9bn · 36%Ford Model e$3.9bn · 2%Ford Credit$12.3bn · 7%Revenue$185.0bnGross profit$26.6bn · 14%Cost of sales$158.4bn · 86%Operating profit$5.2bn · 3%Selling & admin$10.3bn · 6%Other operating costs$11.1bn · 6%Net income$5.9bn · 3%Income tax$1.3bn · 1%Other income$2.0bn · 1%
Money map FY2024: how revenue turns into profitFord Blue: $101.9bnFord Pro: $66.9bnFord Model e: $3.9bnFord Credit: $12.3bnFord Blue$101.9bn · 55%Ford Pro$66.9bn · 36%Ford Model e$3.9bn · 2%Ford Credit$12.3bn · 7%Revenue: $185.0bnRevenue$185.0bn · 100%Gross profit: $26.6bnCost of sales: $158.4bnGross profit$26.6bn · 14%Cost of sales$158.4bn · 86%Operating profit: $5.2bnSelling & admin: $10.3bnOther operating costs: $11.1bnOperating profit$5.2bn · 3%Selling & admin$10.3bn · 6%Other operating costs$11.1bn · 6%Net income: $5.9bnIncome tax: $1.3bnNet income$5.9bn · 3%Income tax$1.3bn · 1%

FY2025: Ford's costs were bigger than its sales, so that year has no money map.

Money map (a Sankey diagram): band widths are to scale. Hover a band for the amount. Source: FORD MOTOR CO 10-K filings.

Ford took in $187.3bn ✓ from vehicles, parts, services and lending in FY2025. The cost of those sales was $174.5bn ✓. What is left is gross profit, the money kept after paying for what was sold. That came to just $12.8bn ✓.

Next come the costs of running the company. Sales, marketing and admin took $10.8bn ✓. Other operating costs took $11.1bn ✓. That left operating profit of -$9.2bn ✓, which is a loss. Other items came to -$2.7bn ✓. Tax was -$3.7bn ✓, a credit that gave some money back. In the end, net income was -$8.2bn ✓. Out of every hundred dollars of sales, $93 ✓ went on making the products and services, and Ford lost about $4 ✓.

In December 2025 Ford cancelled three planned EVs, ended production of the current F-150 Lightning and recorded an $8.4 billion pre-tax non-cash impairment of Model e assets 3. The year before was different. In FY2024 Ford made net income of $5.9bn ✓, or about $3 ✓ of every hundred dollars of sales.

Out of every $100 customers paid in FY2025…

Making the products and services $93Selling and admin $6Other operating costs $6Other costs (interest and losses) $1A tax credit, added on top +$2

Costs were bigger than sales plus a tax credit (+$2), so the slices above add up to more than $100: the loss was $4 for every $100.

💡
Ford's three vehicle businesses earn very different margins. In 2025 Ford Pro kept a 10.3% EBIT margin 3, and Ford Blue 3.0% 3. Ford Model e had an EBIT margin of negative 72.1%, a loss of $4,806 million 3. Ford Pro had 35% ✓ of FY2025 sales, yet earned EBIT of $6,843 million in 2025 3, against $3,024 million for Ford Blue 3.

⏱️ Ford by the clock

Spread the FY2025 totals evenly over its 365 days and you get this. Source: FORD MOTOR CO 10-K [5].

🛒
$513m
in sales every day
⏱️
-$259
of profit every second
🔬
$26m
on research every day
🎁
$8.2m
handed to shareholders every day

📈How is Ford doing?

Ford's sales held up in FY2025, but it made a loss. Sales reached $187.3bn ✓ in FY2025, up 1.2% ✓ on FY2024. Yet operating margin was -4.9% ✓, so the main business lost money, and net income was -$8.2bn ✓. Free cash flow was still positive at $12.5bn ✓. On 15 December 2025 Ford said it would focus its electric vehicle work on a low-cost platform for smaller models 21. It also said it expected about $19.5 billion of special items, including about $5.5 billion of cash effects 21.

Over the latest four quarters, to 30 September 2026, sales were $187.0bn ✓, a change of -1.4% ✓ on the four quarters before. Operating margin was -3.8% ✓, and net income was -$7.8bn ✓. Free cash flow was $5.1bn ✓, after $9.8bn ✓ of spending on plants and equipment. These four quarters still include the fourth quarter of 2025, when Ford recorded its December 2025 Model e impairment 3. In the second quarter of 2026 Ford recognized $2.9 billion of charges when it took over two Kentucky battery plants from its BlueOval SK venture 1021.

On 28 October 2026 Ford reported third-quarter 2026 revenue of $49.5 billion and net income of $2.0 billion 11. Ford received about $500 million of tariff refunds from the US government in that same quarter 10. Its wholesales, the vehicles it ships to dealers and fleets, fell 9% to 1,049,000 in the third quarter of 2026 11.

Over ten years, growth has been slow. From FY2015 to FY2025, sales grew 2.3% ✓ a year on average. They rose in 8 ✓ of those 10 ✓ years. Gross margin slipped from 16.8% ✓ in FY2015 to 14.4% ✓ in FY2024. It then fell to 6.8% ✓ in FY2025, the year of the December 2025 Model e impairment 3.

📝 The report card

Ford earns middle marks for growth and steadiness, but low marks for profit, cash and its balance sheet, which carries the debt of its lending arm. Every company is graded on the same fixed scale, so an A means the same thing on every page. The strip shows where Ford (orange) and its 3 peers land; further right is better.

C

Growth

Sales growth per year, last 3 fiscal years
5.8% · peer median 5.7%
#2 of 4 in the peer group
A ≥ 15.0%B ≥ 10.0%C ≥ 5.0%D ≥ 0.0%F below 0.0%

Ford's sales grew 5.8% ✓ a year over its last three fiscal years, which earns a C ✓ on the fixed scale. General Motors grew at almost the same pace, 5.7% ✓, also a C ✓. Rivian, with $5.4bn ✓ of sales in FY2025, grew 48.1% ✓ a year, an A ✓.

Why this measure? (higher is better)

Growing sales is the engine of a business. Mature giants rarely grow fast, so 5% a year already earns a C.

F

Profitability

Operating margin, last 3 years combined
0.3% · peer median 4.6%
#3 of 4 in the peer group
A ≥ 30.0%B ≥ 20.0%C ≥ 10.0%D ≥ 5.0%F below 5.0%

Over the last three years combined, Ford kept just 0.3% ✓ of sales as operating profit, which earns an F ✓. General Motors kept 4.6% ✓, also an F ✓, while Tesla kept 7.0% ✓, a D ✓.

Why this measure? (higher is better)

Operating margin is the share of each sales dollar left after running the business. Software and platforms often clear 30%; hardware makers usually sit below 10%.

F

Cash generation

Free cash flow as a share of sales, last 3 years combined
4.7% · peer median 4.9%
#3 of 4 in the peer group
A ≥ 20.0%B ≥ 15.0%C ≥ 10.0%D ≥ 5.0%F below 5.0%

Over the last three years combined, Ford turned 4.7% ✓ of sales into free cash flow, below the 5% needed for a D, so it earns an F ✓. General Motors turned 6.8% ✓ of sales into free cash flow, a D ✓.

Why this measure? (higher is better)

Free cash flow is the cash left after paying for factories, data centres and equipment. It funds dividends, buybacks and new bets.

F

Balance sheet

Net cash (cash and investments minus borrowings; leases and stakes in other companies not counted) as a share of a year's sales
-66.7% · peer median 30.5%
#4 of 4 in the peer group
A ≥ 20.0%B ≥ 5.0%C ≥ -10.0%D ≥ -30.0%F below -30.0%

At the end of FY2025, Ford's cash and investments minus its borrowings (leases and stakes in other companies not counted) equalled -66.7% ✓ of a year's sales, an F ✓. Those borrowings include the debt of Ford Credit, which is self-funding and keeps its debt separate from the rest of Ford's 9. At 30 September 2026, Ford Credit had $139.4 billion of debt, against $23.7 billion for the rest of the company 1011. Tesla, at 37.8% ✓, earns an A ✓.

Why this measure? (higher is better)

More cash than debt gives a company room to ride out bad years. Some debt is normal; a lot of it makes a company fragile.

C

Steadiness

How much yearly sales growth swings (standard deviation, up to 10 years)
9.2% · peer median 32.2%
#1 of 4 in the peer group
A ≤ 5.0%B ≤ 8.0%C ≤ 12.0%D ≤ 18.0%F above 18.0%

Ford's yearly sales growth has a standard deviation of 9.2% ✓, which earns a C ✓. General Motors is level at 9.2% ✓, measured over its last five years, also a C ✓. Tesla and Rivian swing far more, at 32.2% ✓ and 90.8% ✓. Even so, Ford's sales growth was -18.4% ✓ in FY2020 and 15.9% ✓ in FY2022.

Why this measure? (lower is better)

Steady growers are easier to plan around. Big swings mean sales depend on product cycles, the economy or one-off events.

🧑‍🏫 How the grades work
  1. Same scale for everyone. Each measure has fixed cut-offs (shown under each strip). Clear the A line and you get an A, whatever your peers do.
  2. Three years together. Profitability and cash generation add up the last three fiscal years before dividing, so one unusual year counts for less than it would on its own (a year much bigger than the others still weighs most).
  3. Peers for context. The rank shows how Ford compares with the group. Companies within 0.1 percentage point share a rank.
  4. Same source. Every company's figures come from its own latest annual report (10-K), so fiscal years end in different months.
  5. Judgement, openly stated. The cut-offs are QuantVantage.ai's view of what good looks like for a large, established company. They are not a forecast or a recommendation.

11 years at a glance

Revenue
$187.3bn
FY2025
Revenue by fiscal yearFY2015: $149.6bnFY2016: $151.8bnFY2017: $156.8bnFY2018: $160.3bnFY2019: $155.9bnFY2020: $127.1bnFY2021: $136.3bnFY2022: $158.1bnFY2023: $176.2bnFY2024: $185.0bnFY2025: $187.3bnFY2015FY2025
Operating margin
-4.9%
FY2025
Operating marginFY2015FY2025
Free cash flow
$12.5bn
FY2025
Free cash flow by fiscal yearFY2015: $9.0bnFY2016: $12.9bnFY2017: $11.0bnFY2018: $7.2bnFY2019: $10.0bnFY2020: $18.5bnFY2021: $9.6bnFY2022: -$13mFY2023: $6.7bnFY2024: $6.7bnFY2025: $12.5bnFY2015FY2025
Net cash
-$124.8bn
end of FY2025
Net cash by fiscal yearFY2015: -$97.7bnFY2016: -$104.1bnFY2017: -$115.4bnFY2018: -$119.7bnFY2019: -$120.1bnFY2020: -$111.3bnFY2021: -$88.5bnFY2022: -$94.9bnFY2023: -$109.1bnFY2024: -$120.2bnFY2025: -$124.8bnFY2015FY2025

Where the cash goes

From FY2015 to FY2025, Ford handed back much less cash than it generated. It spent $29.8bn ✓ on buybacks and dividends, against $104.1bn ✓ of free cash flow. In FY2025 it bought back $0 ✓ of shares and paid $3.0bn ✓ in dividends, 24% ✓ of free cash flow. In March 2026 Ford announced a buyback of up to 31.7 million shares, to offset new shares from stock pay and from settling convertible notes 26. Ford declared a fourth-quarter dividend of 15 cents a share, payable on 1 December 2026 11.

Free cash flow vs cash returned to shareholders$0bn$10bn$20bnFY2016 free cash flow $12.9bnFY2016 buybacks + dividends $3.5bnFY16FY2017 free cash flow $11.0bnFY2017 buybacks + dividends $2.7bnFY17FY2018 free cash flow $7.2bnFY2018 buybacks + dividends $3.1bnFY18FY2019 free cash flow $10.0bnFY2019 buybacks + dividends $2.6bnFY19FY2020 free cash flow $18.5bnFY2020 buybacks + dividends $0.6bnFY20FY2021 free cash flow $9.6bnFY2021 buybacks + dividends $0.4bnFY21FY2022 free cash flow -$13mFY2022 buybacks + dividends $2.5bnFY22FY2023 free cash flow $6.7bnFY2023 buybacks + dividends $5.3bnFY23FY2024 free cash flow $6.7bnFY2024 buybacks + dividends $3.5bnFY24FY2025 free cash flow $12.5bnFY2025 buybacks + dividends $3.0bnFY25
Free cash flow vs cash returned to shareholders$0bn$10bn$20bnFY2020 free cash flow $18.5bnFY2020 buybacks + dividends $0.6bnFY20FY2021 free cash flow $9.6bnFY2021 buybacks + dividends $0.4bnFY21FY2022 free cash flow -$13mFY2022 buybacks + dividends $2.5bnFY22FY2023 free cash flow $6.7bnFY2023 buybacks + dividends $5.3bnFY23FY2024 free cash flow $6.7bnFY2024 buybacks + dividends $3.5bnFY24FY2025 free cash flow $12.5bnFY2025 buybacks + dividends $3.0bnFY25
■ Free cash flow   ■ Buybacks + dividends. Source: FORD MOTOR CO 10-K filings.

🧮Ratios 101: what are Ford's key financial ratios?

Ratios turn Ford's big numbers into easy comparisons. Many look weak because FY2025 was a loss year, and Ford's debt includes the debt of Ford Credit, its lending arm. A ratio divides one number by another so companies of any size can be compared. Each card shows the formula with Ford's real FY2025 numbers, the peer median and the trend.

💰 Profitability: how much of each sale is kept?

Higher is better

Gross margin

6.8%
Gross profit$12.8bn$187.3bnSales=6.8%

What is left from each sale after paying to make the product or deliver the service.

👉 Ford kept 6.8% ✓ of sales as gross profit in FY2025, a little above the 6.3% ✓ peer median. It was 14.4% ✓ in FY2024 and 16.8% ✓ in FY2015.

📏 Rule of thumb: Above 40% usually signals pricing power or a big software or services mix.

Peer median 6.3% (3 peers)FY2015 16.8%
Gross margin by fiscal yearFY2015FY2025
Higher is better

Operating margin

-4.9%
Operating profit-$9.2bn$187.3bnSales=-4.9%

What is left after also paying for research, marketing and running the company.

👉 Ford's -4.9% ✓ means the main business lost money in FY2025. It made 7.2% ✓ in FY2015, and the peer median is 1.6% ✓.

📏 Rule of thumb: Above 20% is strong for a large company.

Peer median 1.6% (3 peers)FY2015 7.2%
Operating margin by fiscal yearFY2015FY2025
Higher is better

Net margin

-4.4%
Net income-$8.2bn$187.3bnSales=-4.4%

The bottom line: profit after interest and taxes, per dollar of sales.

👉 Ford's net margin was -4.4% ✓, down from 4.9% ✓ in FY2015 and below the 1.5% ✓ peer median.

📏 Rule of thumb: Above 15% is strong; one-off tax items can move it in a single year.

Peer median 1.5% (3 peers)FY2015 4.9%
Net margin by fiscal yearFY2015FY2025
It depends

Return on equity (ROE)

-22.7%
Net income-$8.2bn$36.0bnShareholders' equity=-22.7%

Profit earned for each dollar that shareholders have left in the company.

👉 ROE was -22.7% ✓, a net income of -$8.2bn ✓ set against $36.0bn ✓ of shareholders' equity. In FY2015 it was 25.7% ✓, and the peer median is 4.4% ✓.

📏 Rule of thumb: Around 15% or more is good, but buybacks shrink equity and can make ROE look huge.

Peer median 4.4% (3 peers)FY2015 25.7%
Return on equity (ROE) by fiscal yearFY2015FY2025

⚙️ Efficiency: how hard do the assets work?

Higher is better

Return on assets (ROA)

-2.8%
Net income-$8.2bn$289.2bnTotal assets=-2.8%

Profit earned from everything the company owns, however it was paid for.

👉 ROA was -2.8% ✓ on $289.2bn ✓ of assets. The peer median is 1.0% ✓.

📏 Rule of thumb: Above 10% is strong; banks and factories usually earn less.

Peer median 1.0% (3 peers)FY2015 3.3%
Return on assets (ROA) by fiscal yearFY2015FY2025
Higher is better

Asset turnover

0.6x
Sales$187.3bn$289.2bnTotal assets=0.6x

Dollars of sales squeezed out of each dollar of assets.

👉 Ford's sales were 0.6x ✓ the value of everything it owns, a little below 0.7x ✓ in FY2015 and the 0.7x ✓ peer median.

📏 Rule of thumb: Retailers often top 2x; asset-heavy businesses can sit below 0.5x.

Peer median 0.7x (3 peers)FY2015 0.7x
Asset turnover by fiscal yearFY2015FY2025
Lower is better

Inventory days

32 days
Inventory$15.3bn$174.5bnCost of sales× 365=32 days

How many days of products sit in warehouses before they are sold.

👉 Ford holds 32 ✓ days of stock, up from 24 ✓ in FY2015 but well below the peer median of 58 ✓ days.

📏 Rule of thumb: Fewer days means less cash tied up and less risk of products going stale.

Peer median 58 days (3 peers)FY2015 24 days
Inventory days by fiscal yearFY2015FY2025

🛟 Safety: could it survive a bad year?

It depends

Current ratio

1.1x
Current assets$123.5bn$114.9bnCurrent liabilities=1.1x

Can short-term assets (cash, money owed by customers, stock) pay the bills due within a year?

👉 Ford's 1.1x ✓ means its short-term assets of $123.5bn ✓ just cover the $114.9bn ✓ of bills due within a year. The peer median is 2.2x ✓.

📏 Rule of thumb: Above 1.0x is the classic comfort line, but cash-rich giants can run below it on purpose.

Peer median 2.2x (3 peers)FY2015 1.2x
Current ratio by fiscal yearFY2015FY2025
Lower is better

Debt to equity

4.5x
Total debt$163.3bn$36.0bnShareholders' equity=4.5x

How much the company has borrowed for each dollar shareholders have in it.

👉 Debt was 4.5x ✓ shareholders' equity, close to 4.6x ✓ in FY2015 and far above the 1.0x ✓ peer median. Ford Credit is self-funding, and its debt is separate from the rest of Ford's 9.

📏 Rule of thumb: Below 1.0x is conservative. Like ROE, it can rise when buybacks shrink equity, even if debt has not changed.

Peer median 1.0x (3 peers)FY2015 4.6x
Debt to equity by fiscal yearFY2015FY2025
Higher is better

Interest cover

-7.3x
Operating profit-$9.2bn$1.3bnInterest expense=-7.3x

How many times over operating profit could pay the year's interest bill.

👉 Interest cover was -7.3x ✓ in FY2025, because the main business made an operating loss. In FY2015 it was 13.9x ✓.

📏 Rule of thumb: Above 5x is comfortable; below 2x is a warning sign.

Peer median -0.1x (2 peers)FY2015 13.9x
Interest cover by fiscal yearFY2015FY2025

💵 Cash and owners: where does the money end up?

It depends

R&D intensity

5.0%
R&D$9.4bn$187.3bnSales=5.0%

How much of each sales dollar goes into inventing future products.

👉 Ford spends 5.0% ✓ of sales on R&D, up from 4.5% ✓ in FY2015 but far below the 18.9% ✓ median of Tesla and Rivian.

📏 Rule of thumb: Tech companies often spend 10% to 20%; more is not always better if it does not pay off.

Peer median 18.9% (2 peers)FY2015 4.5%
R&D intensity by fiscal yearFY2015FY2025
Lower is better

Stock pay

0.3%
Share-based pay$0.5bn$187.3bnSales=0.3%

Pay given to staff in shares instead of cash. It is a real cost to owners because it adds shares.

👉 Stock pay is just 0.3% ✓ of sales, well below the 3.0% ✓ peer median.

📏 Rule of thumb: Under 5% of sales is modest for a tech company.

Peer median 3.0% (3 peers)FY2015 0.1%
Stock pay by fiscal yearFY2015FY2025

Ratios use fiscal-year-end balance sheet values. Inputs are shown rounded, so dividing them can differ from the result in the last digit. A peer median leaves out peers that do not report the inputs, or where the ratio means nothing (for example, negative shareholders' equity). Rules of thumb are general guides from QuantVantage.ai, not hard limits. No share-price ratios (like price-to-earnings) are shown on this page.

🥊Who are Ford's competitors?

Ford competes with General Motors in pickups, SUVs and EVs, and with Tesla and Rivian in electric vehicles 1415161712413. Ford sells through dealers, most of them independently owned, while Tesla and Rivian sell straight to customers 161712413.

Peer map: growth vs profitability, bubble size = revenue0%5%10%15%20%25%30%35%40%45%50%-60%-50%-40%-30%-20%-10%0%10%Sales growth per year, 3 years →Operating margin →Ford: revenue $187.3bn, growth 5.8%/yr, operating margin -4.9%FGeneral Motors: revenue $185.0bn, growth 5.7%/yr, operating margin 1.6%GMTesla: revenue $94.8bn, growth 5.2%/yr, operating margin 4.6%TSLARivian: revenue $5.4bn, growth 48.1%/yr, operating margin -66.5%RIVN
Peer map: growth vs profitability, bubble size = revenue0%5%10%15%20%25%30%35%40%45%50%-60%-50%-40%-30%-20%-10%0%10%Sales growth per year, 3 years →Operating margin →Ford: revenue $187.3bn, growth 5.8%/yr, operating margin -4.9%FGeneral Motors: revenue $185.0bn, growth 5.7%/yr, operating margin 1.6%GMTesla: revenue $94.8bn, growth 5.2%/yr, operating margin 4.6%TSLARivian: revenue $5.4bn, growth 48.1%/yr, operating margin -66.5%RIVN
Peer map from each company's latest 10-K. Bubble size = revenue. Source: SEC filings [5] [6] [8] [7].
CompanyWhere they competeRevenueGrowth/yr (3y)Op. marginFCF margin
Ford (F, FY2025)Trucks, vans, SUVs and EVs, plus loans and leases for its buyers and dealers 112413$187.3bn5.8%-4.9%6.7%
General Motors (GM, FY2025)Pickups, SUVs and EVs in the US, sold mainly through independent dealers, as Ford's are 1415$185.0bn5.7%1.6%9.5%
Tesla (TSLA, FY2025)Electric vehicles in the US, sold online and in company-owned stores 1617$94.8bn5.2%4.6%6.6%
Rivian (RIVN, FY2025)Electric SUVs such as the R1S against the Mustang Mach-E, sold directly to customers 12413$5.4bn48.1%-66.5%-46.2%

Ford says the world car industry has many producers and no single dominant one 4. It says pricing has long been very competitive, driven partly by spare factory capacity 4.

🧭Ford SWOT: strengths, weaknesses, opportunities and threats

💪 Strengths

  • Ford said in October 2026 that F-Series was on track for a 50th year in a row as America's best-selling truck 12.
  • Ford Pro earned EBIT of $6,843 million in 2025, a 10.3% margin 3.
  • Based on its own analysis of registration data through July 2026, Ford says it held 41% of the US Class 1-7 commercial truck and van segment 12.
  • Ford had $25.3 billion of cash and $46.4 billion of liquidity at the end of the third quarter of 2026 11.

🩹 Weaknesses

  • Ford Model e lost $4,806 million at the EBIT level in 2025, a margin of negative 72.1% 3.
  • Over the last three years combined, Ford kept just 0.3% ✓ of sales as operating profit, an F ✓.
  • Ford lists among its risks that its results depend on sales of larger, more profitable vehicles, especially in the United States 11.
  • Under a 2024 consent order with the US road safety agency NHTSA, Ford retained an independent third party, selected by NHTSA, to report to NHTSA on its progress 20.

🚀 Opportunities

  • Ford said its active paid software subscriptions passed 1.7 million through September 2026, up more than 40% from a year earlier 12.
  • Ford launched a battery storage business in December 2025, planning to invest about $2 billion over two years 21.
  • Ford expects hybrids, extended-range EVs and fully electric vehicles to reach about 50% of its global volume by 2030, up from 17% in 2025 21.
  • In December 2025 Ford said it expected Ford Model e to reach profitability by 2029 21.

⚠️ Threats

  • Ford says carmakers have offered discounts and other deals for decades to hold market share, and that such offers came back as industry production and inventories rose 4.
  • Ford's 2026 guidance assumes commodity cost headwinds approaching $2.5 billion 11.
  • Fires in September and November 2025 at a New York plant of Novelis, a major aluminum supplier, disrupted Ford's production 10.
  • As of 30 September 2026, Ford expected about $2.2 billion of tariff refunds and offsets, but the timing of receipt was uncertain 10.

🏰Does Ford have a moat?

Narrow moatFord Pro, its commercial unit, earned a 10.3% EBIT margin in 2025 3, but carmakers lean on discounts 4, and Ford's EV unit lost $4,806 million in 2025 3.
Brand 3/5
Why 3?

Ford sells under two brands, Ford and Lincoln, and sold about 4,395,000 vehicles at wholesale worldwide in 2025 4. Its US market share rose to 13.2% in 2025, from 12.4% in 2023 4. But Ford says carmakers have used discounts and other deals for decades to hold share 4. Ford Blue, which sells to retail buyers, earned an EBIT margin of 3.0% in 2025 3.

Switching costs 2/5
Why 2?

Ford Pro sells fleet customers telematics and EV charging services that help them run and maintain their vehicles 4. It earned a 10.3% EBIT margin in 2025 3. Ford Credit finances most of the vehicles Ford sells to its dealers 3. But most of Ford's 8,226 dealerships are independently owned, and their number fell from 9,006 during 2025 4.

Network effects 1/5
Why 1?

Ford's connected services include BlueCruise, its hands-free highway driver-assistance system 4. Ford relies on outside providers for some digital content and software technology, and says those providers may offer competing products 18.

Cost advantages and scale 3/5
Why 3?

At the end of 2025 Ford used 42 manufacturing and assembly plants and over 409 other facilities across 27 countries 19. But Ford says the car industry has many producers and has long had very competitive pricing 4. Its company adjusted EBIT margin fell to 3.6% in 2025, from 5.5% in 2024 3. Ford Model e had an EBIT margin of negative 72.1% in 2025 3. In December 2025 Ford recorded an $8.4 billion pre-tax non-cash impairment of Model e assets 3.

Intangibles (patents, licences, regulation) 2/5
Why 2?

Ford owns or licenses many patents, trade secrets and trademarks, but does not expect the expiry of any single one to materially affect its business 4. Ford's 2025 annual report says the EPA proposed in 2025 to stop regulating greenhouse gases for all model years 4.

A moat is what keeps rivals from taking a company's customers and profits. Scores are QuantVantage.ai's judgement (5 = strongest), set with the same rubric on every explainer (orange is Ford; grey dots are peers).

🔭What should you watch next?

Full-year 2026

2026 guidance

On 28 October 2026 Ford raised the low end of its 2026 adjusted EBIT guidance to $10.5 billion to $11 billion 11. It kept its adjusted free cash flow guidance at $6 billion to $7 billion 11.

Full-year 2026

Segment results for 2026

For 2026 Ford expects Ford Pro EBIT of about $7 billion and Ford Blue EBIT of about $5.5 billion 11. It expects a Ford Model e loss of about $4 billion and Ford Credit earnings before taxes of about $2.8 billion 11.

Full-year 2026

Capital spending

Ford expects 2026 capital expenditures of $9.5 billion to $10.5 billion 11.

Payable 1 December 2026

Fourth-quarter dividend

Ford declared a regular dividend of 15 cents a share, payable on 1 December 2026 to shareholders of record on 10 November 2026 11.

Planned to start in 2027

First Universal EV Platform pickup

The first vehicle on Ford's Universal EV Platform is a midsize electric pickup, to be built at Louisville Assembly Plant starting in 2027 21.

Planned for 2027

Battery storage shipments

Ford plans to begin shipping battery energy storage systems in 2027 and to deploy at least 20 GWh a year by late 2027 21.

📚Learn the words

Revenue (sales)All the money a company takes in from customers before paying any costs.
Gross marginThe share of each sales dollar left after paying to make the product or deliver the service.
Operating profitProfit from the main business after paying for products, research, marketing and admin, but before interest on company debt and tax.
EBITEarnings before interest and taxes, a common way to measure what a business earns from its operations.
Net incomeThe profit left at the very end, after every cost and tax. A negative number means a loss.
Free cash flowThe cash a business has left after running itself and paying for plants and equipment.
ImpairmentA write-down when assets, such as factories or tools, are judged to be worth less than their value in the books. It cuts profit without spending cash that year.
Captive finance armA carmaker's own lender, like Ford Credit, that makes loans and leases to buyers and dealers of its vehicles.
Floorplan financingLoans to car dealers that pay for the vehicles sitting on their lots until they are sold.
WholesalesVehicles a carmaker ships to its dealers and fleet customers, as opposed to what dealers sell to drivers.
Economic moatA lasting advantage, like a strong brand or high switching costs, that keeps rivals from taking a company's customers.
Debt to equityTotal debt divided by the money shareholders have in the company. Lenders borrow money to lend it out, which pushes this ratio up.

❓Frequently asked questions about Ford

How does Ford make money?

Ford makes most of its money selling vehicles, parts and services, and the rest from lending. In FY2025, Ford Blue brought in $101.0bn ✓, Ford Pro $66.3bn ✓, Ford Credit $13.3bn ✓ and Ford Model e $6.7bn ✓.

Did Ford make a profit in 2025?

Ford did not make a profit in FY2025: net income was -$8.2bn ✓, a loss. The year's results include an $8.4 billion write-down of Model e assets, recorded in December 2025 3.

Why does Ford have so much debt?

Most of Ford's debt sits in Ford Credit, its lending arm. At 30 September 2026, Ford Credit had $139.4 billion of debt and the rest of Ford $23.7 billion 1011. Ford Credit is self-funding, and its debt is kept separate from the rest of Ford's debt 9.

Who runs Ford?

Jim Farley has been Ford's President and CEO since October 2020 1. William Clay Ford, Jr. has been Executive Chair and Chair of the Board since September 2006 1. Sherry House has been Chief Financial Officer since February 2025 1.

Who controls the votes at Ford?

Ford's votes are split between two classes of shares: common shares carry 60% of the voting power and Class B shares 40% 22. Ford's 2026 proxy says 99.9% of the Class B shares are held in a voting trust 23. Its trustees are Edsel B. Ford II, William Clay Ford, Jr., Benson Ford, Jr. and Alfred B. Ford 23.

Is the F-Series still America's best-selling truck?

Ford said in October 2026 that its F-Series trucks were on track for a 50th year in a row as America's best-selling truck 12.

How many electric vehicles does Ford sell?

Ford sold 84,113 electric vehicles in the United States in 2025, down from 97,865 in 2024 1. That was out of 2,204,124 vehicles it sold there, of which 1,891,939 had internal combustion engines 1.

Does Ford pay a dividend?

Ford paid $3.0bn ✓ in dividends in FY2025. It has declared a regular dividend of 15 cents a share, payable on 1 December 2026 11.

🎮Play: higher or lower, then test yourself

Higher or lower · round 1 of 6

Figures come from each company's latest annual report (10-K); fiscal years end in different months. Sources: [5] [6] [8] [7].

Score: 0

🧠 Test yourself

5 quick questions. Score: 0 / 5

1. Which Ford business earned the most EBIT in 2025?

Ford Pro earned EBIT of $6,843 million in 2025 3, against $3,024 million for Ford Blue 3.

2. About how much of Ford's FY2025 sales came from the United States?

The United States made up 65% ✓ of Ford's sales in FY2025.

3. What does Ford Credit do?

Ford Credit offers loans and leases to buyers of Ford and Lincoln vehicles, and lends to dealers 1.

4. In what year was the first Ford Motor Company formed in Michigan?

A Michigan company named Ford Motor Company was formed in 1903 to make cars designed by Henry Ford 1.

5. By the end of the third quarter of 2026, about how many hours had Ford and Lincoln drivers spent driving hands-free with BlueCruise?

Ford and Lincoln customers had logged nearly 14 million hours of hands-free highway driving with BlueCruise 12.

🔎Sources and method

Every figure comes from a source listed here or is calculated from those sources (marked ✓). Company financials come from the reports each company files with the SEC (10-K annual and 10-Q quarterly reports). Peer grades rank the same measures across the company and its peers. This page contains no share-price data and no valuation.

  1. Ford Motor Company Form 10-K, fiscal 2025 (Item 1, Business, and executive officers) — Incorporation, headquarters, employees, UAW representation, executive officers, segment descriptions, Ford Credit, wholesales by market, US sales by powertrain (accessed 2026-11-04)
  2. Ford (F) Form 10-K for fiscal year 2025, filed 2026-02-11 — revenue by product, segment and geography (accessed 2026-11-04)
  3. Ford Motor Company Form 10-K, fiscal 2025 (Item 7, Management's Discussion and Analysis) — Segment EBIT and margins for 2025, EV program charges, Ford Credit wholesale financing (accessed 2026-10-29)
  4. Ford Motor Company Form 10-K, fiscal 2025 (Item 1, Business) — Brands, wholesales, dealerships, market share, segments, competition and intellectual property (accessed 2026-10-29)
  5. SEC EDGAR companyfacts: Ford (F) — annual 10-K facts (accessed 2026-11-04)
  6. SEC EDGAR companyfacts: General Motors Co (GM) — annual 10-K facts (accessed 2026-11-04)
  7. SEC EDGAR companyfacts: Rivian Automotive, Inc. / DE (RIVN) — annual 10-K facts (accessed 2026-11-04)
  8. SEC EDGAR companyfacts: Tesla, Inc. (TSLA) — annual 10-K facts (accessed 2026-11-04)
  9. Ford Motor Company Form 10-K, fiscal 2025 (Item 7, Liquidity and Capital Resources) — Ford Credit self-funding and separate debt (accessed 2026-11-04)
  10. Ford Motor Company Form 10-Q, quarter ended September 30, 2026 — BlueOval SK disposition and DOE note, tariff reimbursements, Novelis recovery, EV program charges, segment results and drivers, company debt (accessed 2026-11-04)
  11. Ford Motor Company Form 8-K, October 28, 2026, Exhibit 99 (third-quarter 2026 results) — Third-quarter 2026 results, segment results, liquidity, Ford Credit balance sheet, dividend, full-year 2026 guidance and assumptions (accessed 2026-11-04)
  12. Ford Motor Company Form 8-K, October 2, 2026, Exhibit 99 (third-quarter 2026 US sales) — Third-quarter 2026 US sales, F-Series, Super Duty production, software subscriptions, BlueCruise hours, Mobile Service, commercial share, Mustang Mach-E offer (accessed 2026-11-04)
  13. Rivian Automotive Form 10-K, fiscal 2025 (Item 1, Business, and Item 1A, Risk Factors) — Rivian R1S SUV; direct sales, financing and leasing rather than franchised dealerships (accessed 2026-11-04)
  14. General Motors Company Form 10-K, fiscal 2025 (Item 1, Business) — Brands, US vehicle sales and market share, dealers, OnStar, Super Cruise and intellectual property (accessed 2026-10-29)
  15. Ford Motor Company Form 10-K, fiscal 2025 (Item 1, Business) — Ford's US sales and market share in 2025, dealer network (accessed 2026-11-04)
  16. Ford Motor Form 10-K for fiscal year 2025, filed 2026-02-11 — Ford sales through dealerships; Ford Model e 2025 EBIT (accessed 2026-10-29)
  17. Tesla Form 10-K for fiscal year 2025, filed 2026-01-29 — Item 1: sales channels, galleries, Supercharging and NACS, insurance, regulatory credits, patent pledge, marketing, competition, regulation (accessed 2026-10-29)
  18. Ford Motor Company Form 10-K, fiscal 2025 (Item 1A, Risk Factors) — Third-party digital content and licensed technology (accessed 2026-10-29)
  19. Ford Motor Company Form 10-K, fiscal 2025 (Item 2, Properties) — Manufacturing plants and facilities (accessed 2026-10-29)
  20. Ford Motor Company Form 10-K, fiscal 2025 (Item 1, Governmental Standards, and Item 1A, Risk Factors) — 2024 NHTSA consent order and independent third-party monitor (accessed 2026-11-04)
  21. Ford Motor Company Form 8-K, December 15, 2025, Exhibit 99 (EV strategy and battery energy storage business) — Universal EV Platform, F-150 Lightning extended-range plan, battery energy storage business, special items, Model e profitability target, BlueOval SK plant split (accessed 2026-11-04)
  22. Ford Motor Company Form 10-K, fiscal 2025 (Notes to the financial statements: revenue and capital stock) — Revenue lines (vehicles, used vehicles, services, leasing, financing, insurance), extended service contracts, voting power of Common and Class B Stock (accessed 2026-11-04)
  23. Ford Motor Company 2026 proxy statement (DEF 14A) — Class B Stock voting trust, Ford family role on the board (accessed 2026-11-04)
  24. SEC EDGAR companyfacts: Ford (F) — quarterly 10-Q/10-K facts (accessed 2026-11-04)
  25. SEC EDGAR companyfacts: Ford (F) — balance sheet at 2026-09-30 (accessed 2026-11-04)
  26. Ford Motor Company Form 8-K, March 13, 2026 (Item 8.01, share repurchase program) — Anti-dilutive share repurchase program (accessed 2026-11-04)