“In times like these, talk is cheap,” Ford said in its announcement. “At Ford, we believe in action.”
Ford Motor Company revealed on Thursday that it will be implementing a special offer for all customers in the U.S., granting them access to employee pricing for a limited period. This means that consumers will have the opportunity to purchase vehicles at the same price as Ford employees.
The initiative, titled “From America, For America,” is set to run from April 3 to June 2. During this time, customers can take advantage of reduced prices on a variety of 2024 and 2025 Ford and Lincoln vehicles, including gas, hybrid, plug-in hybrid, and diesel models.
“In times like these, talk is cheap,” Ford said in its announcement. “At Ford, we believe in action.”
This move comes shortly after President Donald Trump’s announcement of new tariffs on a wide range of products from U.S. trading partners. The tariffs, which include a 34% tax on imports from China and a 20% tax on imports from the European Union, have caused concerns in various industries, including the automotive sector. Prior to this, a 25% tax on auto imports had been declared the previous week.
Economists warn the tariffs could trigger sharp price increases across many consumer goods, including vehicles. Olu Sonola, head of U.S. economic research at Fitch Ratings, said the average U.S. tariff rate would jump from 2.5% to roughly 22% in 2024.
Ford’s employee pricing promotion excludes Raptors, 2025 Expedition and Navigator SUVs, and Super Duty trucks.
Electric vehicle shoppers will receive additional benefits, as the employee pricing comes on top of Ford’s Power Promise, which includes a complimentary home charger and standard installation through June 30.
The company cited uncertain economic times as a driving factor behind the promotion and said it has sufficient retail inventory to support the initiative.
Ford emphasized its 121-year history of supporting American jobs and manufacturing vehicles that Americans rely on daily, positioning itself as a distinctly American brand at a time when imported vehicles face significant new tariffs.
