Let's be clear about why Ford is offering employee pricing to everyone

While I don’t fault Ford for capitalizing on current events—many companies employ similar strategies—we should understand the real motivations behind their employee pricing promotion. This isn’t merely a generous response to economic uncertainty; it’s a strategic business move with clear objectives.

Ford launched its “From America, For America” employee pricing promotion on April 3 (the day after tariffs went into effect), making these discounts available to all customers through June 2, 2025. This strategic move comes at a surprising time – right after new tariffs went into effect – with Ford rolling out a “splashy marketing push” offering employee pricing to all customers.

This promotion capitalizes on several factors:

Ford builds about 80% of its U.S.-sold vehicles domestically, giving it a buffer against tariffs compared to competitors. This positions Ford to potentially gain market share while competitors struggle with higher costs.
Ford has significant inventory on hand – they finished March with 64 days of supply at dealers and have about 74 days of supply coming. This existing inventory isn’t subject to the new tariffs, allowing Ford to offer discounts now while competitors might need to raise prices.
According to Cox Automotive data, Ford had a massive 126-day supply of inventory at the end of February, with Lincoln’s supply more than twice the industry average. This high inventory level gives Ford a strong incentive to boost sales quickly.
In December 2023, Ford already had inventory levels at 105 days’ supply, among the highest of all automotive brands in the U.S. This issue has been building for months, and the tariff situation provides both an opportunity and urgency to address it.
Ford cited “uncertain times” and the “complexities of a changing economy” as reasons for the campaign’s launch. This messaging positions Ford as supporting American consumers during economic uncertainty.

The timing suggests Ford is making a calculated move to clear excess inventory before tariff impacts fully materialize, capitalize on its relatively strong position as a domestic manufacturer, potentially gain market share while competitors adjust to tariffs, and create positive PR by appearing to shield consumers from price increases.

Which vehicles are included in the promotion?

The employee pricing deal is not available for all Ford vehicles. Here’s the breakdown:

Included:

Most 2024 and 2025 model year Ford and Lincoln vehicles, including gas, hybrid, plug-in hybrid, and diesel models

Excluded:

2025 Ford Expedition SUV
2025 Lincoln Navigator
All F-Series Super Duty trucks
All Raptor-badged vehicles (Bronco Raptor, Ranger Raptor, and F-150 Raptor)
Mustang “specialty” models (Dark Horse, Mach 1, GTD, and Shelby series)

The promotion also doesn’t apply to fleet customers.

Additionally, Ford is extending its “Power Promise” promotion for electric vehicles through June 30, which offers EV shoppers a free Level 2 home charger (plus standard installation), 24/7 support, and other benefits.

Which vehicles are included in the promotion?

Included:

Excluded:

Sources:

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