In response to the recent wave of tariffs imposed by the Trump administration, Ford Motor Company has launched a new initiative aimed at providing significant savings for American consumers. The "From America, For America" campaign, which starts today, April 3, 2025, will extend employee pricing to all U.S. customers through June 2, 2025. This initiative is designed to help consumers navigate the uncertainties of a changing economic landscape while also promoting Ford's commitment to American manufacturing.
Ford's campaign allows buyers to purchase most 2024 and 2025 Ford and Lincoln vehicles at the same price as employees, which is often below the dealer invoice price. This pricing strategy includes a wide range of vehicles, from gas and hybrid models to plug-in hybrids and diesels, although it excludes certain models such as the Ford Raptor, the 2025 Expedition and Lincoln Navigator SUVs, and Super Duty trucks.
According to Ford, the move comes as the Trump administration has instituted a 25% tariff on foreign automobiles, which is expected to significantly increase vehicle prices across the industry. In fact, estimates from the Anderson Economic Group suggest that the tariffs could add between $2,500 to $5,000 to the cost of the lowest-priced American cars and potentially up to $20,000 for some imported models.
Ford's director of U.S. sales and dealer relations, Robert Kaffl, emphasized the importance of the initiative during a press briefing. "When we looked at where we stand today, our inventory levels are super healthy across our dealer network. We think there's a ton of uncertainty out there, so we feel like this type of program is the right time and the right message for our consumers," he stated. Kaffl noted that the company is well-positioned to offer these discounts due to its robust inventory, which stood at 64 days of supply at the end of March, with an additional 74 days of supply expected.
The "From America, For America" campaign also includes a promotion for electric vehicle buyers. Customers purchasing or leasing a new Ford electric vehicle will receive a complimentary home charger and standard installation through June 30, 2025. This initiative is part of Ford's broader strategy to enhance its electric vehicle offerings and support its customers in transitioning to cleaner energy options.
Ford's commitment to American manufacturing is underscored by its long history in the country. The automaker has built a reputation as a leading U.S. car company, assembling 80% of the vehicles it sells in the United States and employing more hourly manufacturing workers than any other automaker. In a statement, Ford expressed pride in its heritage, saying, "For 121 years, we've put our money where our mouth is, assembling vehicles that Americans rely on and supporting American jobs. Today, we’re proud to announce a new U.S. initiative that's more than just a promotion. It's a handshake deal with every American."
As the tariffs take effect, Ford's initiative seeks to provide clarity and stability for consumers amidst a backdrop of uncertainty. The company is aware that the tariffs could lead to increased costs in the future, but for now, it aims to attract customers by emphasizing its healthy inventory and competitive pricing.
Ford's first-quarter sales results, released earlier this week, showed a slight decline of 1.3% in U.S. sales compared to the previous year, totaling 501,291 vehicles sold. However, March sales saw a 10% increase, including a notable 19% rise in retail sales. This uptick in sales, particularly for electrified vehicles, which increased by 25.5%, reflects consumer interest in Ford's expanding lineup of hybrid and electric options.
Despite the challenges posed by the tariffs, Ford is optimistic about its ability to maintain market share and continue to provide value to its customers. The company is prepared to adjust its pricing strategies in response to any significant changes in the market, as highlighted by CEO Jim Farley's memo to employees. Farley noted, "While Ford supports the president’s vision of building a stronger auto industry and manufacturing base in the United States, the situation is dynamic and the impacts of the tariffs are likely to be significant across our industry — affecting automakers, suppliers, dealers and customers."
As Ford rolls out its "From America, For America" campaign, it will be closely monitoring the effects of the tariffs on its operations and the broader automotive market. The company is committed to transparency with its customers and stakeholders, ensuring they are informed about any potential changes in pricing or inventory levels.
In conclusion, Ford's new initiative represents a proactive approach to addressing the challenges posed by tariffs while reinforcing its commitment to American manufacturing and consumer support. As the automotive landscape continues to evolve, Ford aims to remain a leader in the industry by adapting its strategies to meet the needs of its customers and the demands of the market.
