Ford Motor Company has announced a new sales promotion allowing all car shoppers to purchase 2024-25 Ford and Lincoln vehicles at the same discounted price offered to its employees.
Why Ford is Offering Employee Pricing
Dubbed “From America, For America,” the campaign was launched on the same day that a new 25% U.S. tariff on foreign vehicles took effect. The move is seen as a direct response to rising concerns over potential price hikes in the auto industry.
According to an analysis by Anderson Economic Group, the new tariffs could lead to car price increases of up to $12,200 on some models. In response, Ford aims to make vehicle ownership more affordable during uncertain economic times.
“We understand that these are uncertain times for many Americans. Whether it’s navigating the complexities of a changing economy or simply needing a reliable vehicle for your family, we want to help,” Ford said in a statement.
Promotion Details and Eligible Vehicles
The limited-time offer runs from April 3 through June 2 and includes significant discounts on various gas, hybrid, plug-in hybrid, and diesel models from Ford and Lincoln.
Excluded Models:
- Ford Raptor series
- 2025 Ford Expedition
- 2025 Lincoln Navigator
- Ford Super Duty trucks
To further promote the initiative, Ford has launched a 30-second ad campaign featuring actor Bryan Cranston, which will air during the NCAA Final Four 2025 tournament on April 6-7.
Ford’s Sales Surge Amid Tariff Concerns
Ford’s first-quarter earnings report revealed a 5% increase in sales, with a notable 19% spike in March, as consumers rushed to buy cars before potential price hikes. Dealerships have reported increased foot traffic, further confirming the impact of the new tariffs on consumer behavior.
Industry-Wide Impact of the Tariffs
The ripple effects of the tariffs are already being felt across the automotive sector. Stellantis, the parent company of Jeep, Chrysler, Dodge, and Ram, recently announced temporary production halts in Canada and Mexico, leading to the layoff of 900 U.S. workers and the temporary suspension of operations at its Windsor Assembly Plant from April 7 to April 21.
Ford’s decision to extend employee pricing to all customers comes at a crucial time as the auto industry adjusts to higher import tariffs. By offering substantial savings on a range of vehicles, Ford aims to ease the financial burden on consumers while maintaining sales momentum in a volatile market.
If you’re in the market for a new car, this limited-time offer could be an excellent opportunity to secure significant savings before vehicle prices potentially climb even higher.
