In response to a new round of major tariffs from President Donald Trump, Ford is launching a bold new campaign to help American car buyers save big.
Starting this week, the company is offering employee pricing—usually reserved for its workers—to all customers. The campaign is called “From America, For America“, and it’s being promoted through TV ads, social media, and newspapers.
“We know times are uncertain for a lot of people,” said Rob Kaffl, Ford’s head of U.S. sales. “Whether you’re dealing with the changing economy or just need a solid, dependable car, we want to make things a little easier.”
The employee pricing deal applies to many 2024 and 2025 Ford vehicles, including hybrids, plug-in hybrids, and diesel models. However, the offer does not include high-demand models like the Raptor, special versions of the Mustang and Bronco, and the 2025 Expedition and Navigator SUVs.
If you’re interested in an electric vehicle, there’s even more good news: Ford is extending the offer until June 30, and you’ll also get a free home charger.
This campaign comes after President Trump announced a new set of global tariffs, which hit foreign-made vehicles with a 25% tax. While Mexico and Canada were spared in this latest move (because they were already hit with a 25% tariff earlier this year), the rest of the world wasn’t so lucky. Trump says the goal is to protect American jobs and strengthen the economy.
Ford says this promotion is a way to show appreciation to American communities and workers. “It’s about giving back to the people who have supported us for generations,” Kaffl added.
Other carmakers are also adjusting to the new tariffs:
- Stellantis (maker of Jeep and Dodge) said it will temporarily stop production at some of its plants in Mexico and Canada. That could also affect U.S. factories that supply parts.
- General Motors said it plans to increase truck production at its plant in Fort Wayne, Indiana.
Ford, meanwhile, is hoping this “handshake deal” with customers helps people afford reliable vehicles while supporting American-made products.
The employee pricing promotion runs through June 2, except for electric vehicles, which are available under the deal until June 30.