Buying a new car is getting harder just as Ford Motor’s stock is having one of its best days of the year.
Ford (F) shares jumped 12.4% Thursday after the automaker delivered better-than-expected adjusted earnings and raised the bottom end of its annual profit outlook.
For shareholders, that was welcome news.
For someone walking into a dealership, Ford’s results revealed a less comfortable trend.
From a previous forecast of around $2 billion, Ford now anticipates increased commodity expenses of nearly $2.5 billion this year. The cost of steel, copper, computer chips, gasoline, and transportation is all rising.
These pressures come at a time when Americans are already paying near-record prices for brand-new cars.
The average new vehicle sold for $50,562 in September, just $52 below the record set in December 2025. The typical monthly payment climbed to $776, according to Cox Automotive.
This friction is driving Ford’s most recent rally.
Despite growing expenses, Ford is managing to safeguard its earnings. However, there could be another reason buyers are holding out for far less expensive automobiles.
Ford absorbs billions in costs while protecting profit
Ford reported third-quarter revenue of $49.5 billion and net income of about $2 billion.
Adjusted earnings before interest and taxes, a measure Ford uses to track its underlying operating performance, increased slightly to $2.7 billion from $2.6 billion a year earlier.
Additionally, Ford raised the low end of its full-year adjusted operating profit forecast.
In contrast to its prior estimate of $10 billion to $11 billion, the business now anticipates between $10.5 billion and $11 billion.
Ford said its cost-cutting efforts, growing software and services businesses, and improving operations helped it navigate the quarter.
That explains why investors reacted so violently.
Ford’s core profitability has remained steady, even as uncontrollable expenses have put pressure on it.
The most apparent example is the cost of commodities.
As the cost of steel, copper, and other commodities surged, Ford raised its forecast of the year’s commodity headwinds by almost $500 million to around $2.5 billion.
Transportation costs have also increased due to rising fuel prices, and computer chips continue to be a significant expenditure for cars that use a lot of software.
Those figures could seem a long way from the showroom to an automobile customer.
They’re not.
The truck’s body is made of steel. Copper is used in automobiles that are becoming more electric. Everything is controlled by chips, including safety features and entertainment systems. Diesel prices drive up the cost of transporting parts and completed cars nationwide.
Someone ultimately has to pay for those inputs as they become more expensive.
“We are intensely focused on driving efficiencies throughout our business,” Ford CFO Sherry House said.
Ford’s job is to prevent all of those higher costs from eating into profit.
The issue facing consumers is that maintaining prices is one way automakers safeguard earnings.
Ford’s rally comes as new cars approach record prices
Ford expects its pricing to finish about 1% higher this year, according to Reuters.
That does not imply that Ford will increase each car’s sticker price by 1%.
Automobile prices reflect the models that buyers purchase, incentives, trim levels, and other variables.
However, the larger market already demonstrates why affordability is still an issue.
The average American paid $50,562 for a new vehicle in September, according to Kelley Blue Book, up 0.9% from August and only $52 below December 2025’s all-time record.
Even those who purposefully look for less expensive cars aren’t completely avoiding the market.
In September, the average price of a compact automobile was $27,977, up 3.2% over the previous year. The average price of subcompact SUVs increased by 1.5% to $31,213.
The average price of full-size pickup trucks, a crucial market for Ford, was $67,573.
At that point, Ford’s profits narrative turns into a tale about family budgets.
Most households don’t use cash to purchase a car.
They provide the funding.
The average monthly new-vehicle payment reached $776 in September, the highest since December 2023, according to Cox Automotive. Buyers needed about 35.7 weeks of median income to purchase the average new vehicle.
Incomes have increased, and interest rates have somewhat decreased.
However, in September, rising car costs overshadowed part of that gain.
Therefore, a prospective buyer of an F-150 or Bronco sees something different than a Ford shareholder, who perceives the corporation effectively safeguarding its profits.
Automobiles are still costly.
Furthermore, there is no reason to believe that manufacturers suddenly have billions of dollars to cut costs based on Ford’s most recent cost estimate.
Ford still needs Americans to keep buying
Ford’s robust stock response has another flaw.
Its U.S. vehicle sales were down 8.6% through the first nine months of the year, according to Reuters. The decline partly reflected Ford phasing out its Escape SUV as well as weaker electric-vehicle and hybrid sales.
This necessitates a delicate balance.
Ford aims to safeguard the price it gets for every car.
However, it also needs a sufficient number of customers to continue purchasing them.
Americans have already begun to shift toward less costly car models in response to demands to be more affordable.
According to Kelley Blue Book, the industry’s total year-over-year price increase in September was comparatively small due to increased sales of less expensive models.
In other words, even if producers aren’t making significant price reductions, customers are adjusting their choices.
A person may decide to purchase a smaller SUV instead of the larger one they originally intended to purchase.
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A customer could choose a less expensive trim.
Some could decide to go into the secondhand market or hang onto an older car for another year.
For Ford, sustaining high prices is only effective as long as buyers continue to find the product to be worthwhile.
There is proof that the business is still able to set prices.
Automakers continue to profit from strong demand, especially in appealing areas, according to RBC Capital Markets analyst Tom Narayan, who spoke to Reuters.
Ford’s F-Series continues to be essential to that approach.
Ford is purposefully controlling full-size truck inventories more strictly, aiming for around 55 to 60 days of supply rather than the more common 80 to 100 days, according to CEO Jim Farley.
This is important because overstocked dealerships often force manufacturers to provide higher discounts.
Ford seems committed to avoiding that cycle again.
Disciplined inventories may benefit margins for investors.
It may not be as encouraging to consumers who are expecting that surplus supply would drive down costs.
Ford’s stock win doesn’t solve the affordability problem
Ford’s most recent quarter demonstrates why a positive carmaker earnings report does not always convert into positive news for consumers.
The shareholders identified several positive aspects.
Ford beat adjusted earnings expectations, generated $4.7 billion in adjusted free cash flow and raised the bottom end of its annual profit outlook.
In response, the stock increased by 12.4% on Thursday.
However, the situation is different for the family seated across from a salesman at a dealership.
Already, the typical new automobile costs over $50,000.
The average monthly payment is close to $800.
Additionally, one of the largest manufacturers in America is informing investors that the cost of the materials required to construct such cars is rising significantly.
By reducing internal costs, managing inventory, increasing software and service sales, and increasing production efficiency, Ford can combat those challenges.
Investors expect management to do just that.
However, Ford may feel less need to aggressively reduce cars to address growing expenses as it becomes better at safeguarding profits.
Both approaches carry risks.
Customers may put off purchases or trade down if affordability declines too much, ultimately reducing Ford’s pricing power.
That makes one figure more significant than the stock rise on Thursday.
Despite a fall in U.S. sales, Ford anticipates that pricing will be healthy.
Ford can endure billions of dollars in increased expenses without losing its profit margins as long as consumers continue to accept those prices.
Ford’s profits indicate that Americans may still have to wait for new vehicle costs to fully decline.
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