In response to rising concerns over new U.S. auto tariffs, Ford Motor Company is launching a bold new promotion: employee pricing for all U.S. customers. The limited-time offer, available through June 2, allows consumers to purchase most 2024 and 2025 Ford vehicles at the same discounted price usually reserved for company employees. This strategic move comes as a 25% tariff on imported vehicles takes effect, potentially inflating the cost of cars built outside the United States.
Ford’s campaign emphasizes its deep American roots, using the opportunity to distinguish itself from competitors who rely heavily on international production. By offering these discounts, Ford hopes to not only boost sales but also clear out inventory, which has reportedly built up to over two months’ worth of stock.
Tariffs Shake Industry, Ford Seizes Opportunity
The company’s marketing campaign kicks off as the new 25% tariffs, enacted by the Trump administration, officially take hold. These tariffs target all cars imported into the U.S., a move that could significantly raise prices on nearly half of the 16 million new vehicles purchased in 2024, according to S&P Global Mobility. While many automakers are bracing for financial strain, Ford motor company sees the change as an opportunity to leverage its domestic operations and appeal to patriotic buyers.
The advertisement supporting the campaign pulls no punches in asserting Ford’s long-standing American presence. A narrator asks, “Which automaker employs the most hourly autoworkers in the country? Ford. Which automaker assembles the most vehicles in the country? Ford. That’s not a coincidence. It’s a commitment.” The message is clear: Ford is doubling down on its identity as an American-made brand at a time when global supply chains are under pressure.
Wide Range of Vehicles Eligible, with a Few Exclusions
The discount applies broadly across Ford’s lineup, covering hybrid, plug-in hybrid, gas, and diesel vehicles from model years 2024 and 2025. However, there are exceptions. High-demand models like the F-150 Raptor, the 2025 Super Duty pickup series, the Ford Expedition, and the Lincoln Navigator will not be eligible for employee pricing.
Additionally, Ford Motor Company is adding extra incentives for electric vehicle buyers. Customers who purchase an EV during this promotional window will receive a complimentary home charger and standard installation if the deal is completed by June 30. This bonus is designed to encourage more consumers to make the transition to electric while highlighting Ford’s investment in clean transportation.
By offering aggressive pricing and focusing on its U.S. production base, Ford aims to win over price-conscious buyers and reaffirm its position as a staple of American manufacturing. As the automotive landscape adjusts to shifting economic policies, Ford’s motor Company campaign may set a new precedent for how domestic brands navigate international trade challenges.
