Stellantis announced an extension of its “Employee Pricing for All” program on Thursday. The program offers consumers an employee discount rate, which will continue through early June. The program aims to boost showroom traffic and reclaim market share amid the new 25% auto tariffs imposed by the Trump administration in early April.
The program was initially called “America’s Freedom of Choice” and was set to expire on Wednesday. Now, it will be extended until June 2. The updated program allows employee pricing to be stacked with additional, albeit select, incentives, which was previously an either-or decision. Some exclusions include select models and trims, and fleet customers are ineligible for the offer.
Stellantis’ decision to offer employee pricing to customers follows Ford’s lead, which earlier this week also announced that it would extend their program through Independence Day weekend. Both automakers have relied on patriotic-themed advertising campaigns to promote their American-assembled models.
After struggling with declining sales and operational missteps for a year, Stellantis is attempting to reclaim lost market share through bold incentives and discount strategies. The Detroit-based automaker recently posted disappointing first-quarter results, revealing a 12% year-over-year decline in U.S. sales. The uncertainty of the long-term impact of the 25% automotive tariffs and lackluster performance prompted the company to suspend its full-year guidance for 2025.
While aggressive discounts may drive clients into the showroom, whether it will be the key to turning the company’s performance around remains to be seen.
