Ford Motor Company is set to roll out sweeping discounts across multiple models starting today, according to three sources familiar with the matter. The automaker will extend its employee pricing—generally reserved for workers—to all customers under a new initiative called the “From America for America” plan.
The move comes as Ford leverages its strong U.S. production footprint to offer customers thousands of dollars in savings while competitors grapple with rising costs due to newly imposed tariffs.
Last week, President Donald Trump announced a 25% duty on all auto imports, sending shockwaves through the global industry. On Wednesday, he broadened the tariffs to a 10% baseline on all imports, with higher rates for certain countries.
Ford, which builds 80% of its U.S.-sold vehicles domestically, is better positioned than some rivals to absorb the impact. Analysts at Barclays noted that General Motors and Stellantis produce only about half of their U.S.-sold vehicles in the country, making them more vulnerable to cost increases. However, Ford still faces potential price hikes on imported vehicle parts.
Amid rising consumer concern over future price increases, buyers have rushed to dealerships in recent weeks, boosting March auto sales. Ford’s inventory levels are above the industry average, with more than four months’ worth of supply in February, compared to the industry’s nearly three-month average, according to Cox Automotive. The company’s previous incentive deals also trailed industry levels, averaging 6.7% of transaction prices versus the 7.1% industry average.
While Ford declined to comment on the discount program, the aggressive pricing strategy is expected to attract buyers looking to capitalize on lower prices before broader industry costs climb.
