Following the announcement of significant tariffs on imported vehicles this week, you might expect prices to rise across the board. However, that’s not the case. Ford has just revealed that it is offering discounts on nearly every vehicle in its lineup.
Ford, like many automakers in the first quarter of the year, has been experiencing strong sales. To maintain that momentum, the company is willing to offer significant discounts on popular models like the F-150.
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Employee Pricing Available to All—For Now
When you visit Ford’s website, you’re greeted with a patriotic new splash page that boldly states, “Ford Motor Company. From America. For America.” More importantly for most visitors, the page highlights “Employee Pricing” and “You pay what we pay.”
Employee pricing has been a successful strategy for Ford since it was first introduced during the 2008 recession. The program has been used several times since, offering regular customers the same prices as Ford’s own employees, though the accuracy of these deals—and how happy employees are about it—may be open to debate.
The discounts apply to a wide range of Ford and Lincoln vehicles, including both 2024 and 2025 models:
- Ford Mustang
- Ford Mustang Mach-E
- Ford Escape
- Ford Bronco
- Ford Bronco Sport
- Ford F-150
- Ford Maverick
- Ford Ranger
- Ford E-Transit
- Lincoln Corsair
- Lincoln Nautilus
There are some restrictions, however. The Super Duty, Expedition, and Lincoln Navigator are only eligible for the 2024 models, while the Explorer and Aviator apply to 2025 models only.
No Smoking Deals on Dark Horse or Raptors, Unfortunately
Some of Ford’s most exciting models are excluded from the discounts, including all Raptor variants and the Mustang Dark Horse. The GTD and Chassis cabs are also not eligible for the offer.
Terms and conditions apply, and customers must take delivery by June 2. Prices on Ford’s website haven’t been updated to reflect the discounts yet, so interested buyers will need to visit their dealers, who have about a month more inventory than the industry average, according to data from Cox Automotive. This gives dealers a strong incentive to move product quickly.
Ford may be in the best position to withstand the 25 percent tariffs on vehicles, along with the higher tariffs on components and materials. The company claims it is the number one U.S. vehicle assembler and manufactures all of its F-Series trucks domestically.
However, due to the complex mix of parts and materials used in modern vehicles, every automaker will feel the impact. Once these discounts end, buyers may face significant price increases.
Source: Ford, Cox Automotive
