New York, January 9, 2026, 12:25 EST — Regular session
- Ford shares were down about 1.5% after Thursday’s upgrade-driven rally
- Piper Sandler lifted Ford to overweight, with traders watching whether the move holds
- Next focus is Ford’s Feb. 10 results for guidance on EV spending and software revenue
Ford Motor shares fell 1.5% to $14.19 in midday trading on Friday, after touching $14.43 earlier in the session. The stock opened at $14.32.
The pullback follows a sharp rally a day earlier after Piper Sandler upgraded Ford to overweight from neutral and raised its price target to $16 from $11, MarketBeat data showed. The same data put Ford’s 50-day moving average at about $13.22 and its 200-day at roughly $12.20, a basic trend gauge chart watchers use to map momentum. 1
Macro is also in the mix. A U.S. jobs report showed payroll growth slowed to 50,000 in December and the unemployment rate dipped to 4.4%, keeping markets focused on whether rate cuts come later this year. Fitch Ratings’ Olu Sonola said hiring was “still stuck in stall speed,” even as the unemployment rate could ease pressure on the Fed. 2
Ford, for its part, is trying to sell investors on a longer runway of software-led revenue. It said it plans to bring Level 3 driver-assistance in 2028 — technology that can let drivers take hands and eyes off the road on certain highways — with the first rollout tied to a new EV platform aimed at a roughly $30,000 midsize electric truck in 2027. Ford’s Doug Field said the Level 3 feature would not come standard on that entry-priced model and the company was still debating pricing: “Should it be a subscription? Should you pay for it all at the beginning?” 3
The timing matters because the U.S. EV market has been jolted by policy and demand shifts. GM said it would take a $6 billion charge tied to unwinding some EV investments after the September 30 end of a $7,500 federal EV tax credit, weeks after Ford flagged a $19.5 billion writedown as it canceled several EV programs. Ford CEO Jim Farley called that move “painful but necessary” as the market cooled, Reuters reported. 4
But the upside case is not clean. Level 3 systems face regulatory and liability hurdles, and delays can quickly turn “software revenue” into expensive R&D. Investors also want evidence Ford can keep warranty and quality costs in check while the industry leans harder on incentives if demand fades.
The next catalyst is Ford’s fourth-quarter earnings on Tuesday, Feb. 10, after the market close. Traders will be looking for 2026 targets, any change in EV spending plans and more clarity on how Ford intends to charge for advanced driver-assistance features. 5
