- Ford is offering employee pricing on most vehicles through June 2. The promotion comes as 25% auto tariffs go into effect, threatening to dramatically increase the price of competitor vehicles. Some cars and trucks, such as the F-150 Raptor, are not included in the deal.
Not every automaker is cringing because of Donald Trump’s tariff plan.
Ford has announced a new promotion promising employee pricing to all customers from now through June 2. The promotion is meant to highlight the company’s American ownership and assembly plants.
The ad campaign is set to begin Thursday, as Trump’s 25% tariffs on all cars shipped to the U.S. from other countries go into effect. Those shipments accounted for nearly half of the 16 million new cars that were purchased in the United States in 2024, according to S&P Global Mobility.
As fears rise about the coming impact on imported vehicles, Ford is looking to drum up business and get rid of its existing inventory, which is currently more than two months’ worth of vehicles.
The campaign will lean hard into Ford’s American routes, with an announcer asking “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. And, now at this unprecedented moment in automotive history, who benefits from Ford’s commitment to America for over 120 years? You.”
The discount applies to 2024 and 2025 model-year vehicles across hybrid, plug-in hybrid, gas, and diesel lines. There are exceptions to the price breaks, though. The F-150 Raptor, 2025 Super Duty pickups, Ford Expedition and Lincoln Navigator large SUVs are excluded from the deals.
People who purchase electric vehicles will receive a free home charger and standard installation through June 30.