Ford has increased prices on three of its Mexico-manufactured vehicles effective May 2, becoming one of the first major automakers to adjust sticker prices following U.S. President Trump’s new auto tariffs.
Prices on the Mustang Mach-E, Maverick pickup, and Bronco Sport will rise by up to $2,000, depending on the model, according to a dealer notice reviewed by Reuters. The changes apply to vehicles built after May 2, which are expected to arrive on dealer lots in late June.
A Ford spokesperson expressed that the hikes are part of “usual” mid-year pricing adjustments. The company noted it has not passed along the full impact of the tariffs to consumers. The automaker is currently running promotional discounts on many vehicles through the July 4 weekend.
The move comes after Ford estimated the new tariffs would increase its costs by $2.5 billion in 2025. The automaker expects to reduce that burden by around $1 billion through internal measures. Rival General Motors projected a higher impact, estimating a $4 billion to $5 billion hit, though it expects to offset at least 30% of the additional costs.
Trump’s auto trade actions have rattled the industry. While he softened certain measures—such as allowing credits for U.S.-made parts and avoiding double tariffs on raw materials—the 25% tariff on 8 million imported vehicles remains in effect. Analysts warn that prolonged tariffs could cut U.S. auto sales by over 1 million units annually.
However, despite the pressure, Ford is better positioned than some peers. Barclays analysts note that 79% of Ford vehicles sold in the U.S. are built domestically, compared to GM’s 53%. Still, Ford relies on Mexican imports for its affordable Maverick and other models, exposing it to cost increases.
Meanwhile, other automakers are beginning to weigh price adjustments. Porsche has signaled it may raise prices if tariffs persist. Audi also hinted at future hikes, while BMW expects a decline in tariffs by July based on ongoing talks with U.S. officials. GM, for now, says it is not planning immediate increases, citing stable pricing conditions.
As uncertainty continues to ripple through the auto industry, Ford’s early move marks a shift in how manufacturers respond to new cost pressures.
