New York, Jan 11, 2026, 06:14 EST — Market closed.
- Ford shares ended Friday lower but remain near a 52-week high.
- A fresh EV pullback by General Motors kept Detroit’s strategy reset in view.
- Next focus: Ford’s Feb. 10 results and updates on its software and EV platform plans.
Ford Motor Co shares fell 1.39% on Friday to $14.20, leaving the stock just below a 52-week high of $14.50. The last trade was little changed after hours. 1
The move comes as investors track a broader shift among legacy U.S. automakers away from heavy electric-vehicle spending after softer demand and federal policy changes, including the end of a $7,500 tax credit for EV buyers on Sept. 30. General Motors said on Thursday it would take a $6 billion charge linked to unwinding some EV investments, and CFRA analyst Garrett Nelson wrote that “GM’s lack of hybrid exposure could partially reverse recent market share gains.” 2
Ford’s own pitch is that software can turn into a steadier revenue stream, even as the model lineup changes. “We are not waiting for a distant future to deliver this,” Mike Aragon, Ford’s president of integrated services, wrote in a post describing an “AI assistant” slated to start rolling out in the Ford or Lincoln app in the first half of 2026, with the company aiming to reach up to 8 million customers. 3
At CES on Jan. 8, Ford’s chief EV, digital and design officer Doug Field said the company wants to make driver-assistance cheaper and more common across its lineup, arguing “Autonomy shouldn’t be a premium feature.” Field wrote that Ford plans to introduce new hardware and software starting in 2027 on its Universal Electric Vehicle platform, and said Level 3 “eyes-off” driving — a system meant to let drivers look away in limited conditions — should be “road ready” in 2028. 4
Behind that push is a rethink of electronics and computing in the vehicle. Paul Costa, Ford’s executive director of electronics platforms, wrote that Ford’s in-house work has helped cut the number of modules in a vehicle and deliver cost savings of about 10% to 15% per module, as the company builds what it calls a high-performance compute center to combine infotainment and driver-assistance functions. 5
Wall Street is starting to frame the EV retreat as a margin story. Piper Sandler upgraded Ford to “overweight” from “neutral” and raised its price target to $16 from $11, calling Ford’s shift in EV strategy a “welcome development” and arguing reduced warranty spending and product mix could support margins ahead of the planned 2027 platform. 6
Friday’s drop came even as the S&P 500 rose 0.65%, leaving Ford lagging a risk-on tape for the session. Investors will look to the next results for evidence that cost and warranty trends are moving the right way; Zacks’ consensus estimate, published late Friday, called for earnings per share of $0.06 on revenue of about $40.02 billion for the coming report. 7
But the stock’s run toward a one-year high also raises the bar. A stumble on pricing, a hit from affordability pressures, or a slower payoff from software features could pull attention back to the core question: whether Ford can protect margins while it reshapes its EV plans.
The next big catalyst is Feb. 10, when Ford is scheduled to report quarterly results after the bell. Traders will focus on any changes to timing for the 2027 EV platform, signs of progress on software rollouts, and how management frames warranty and EV-loss trends. 8
