Ford’s Employee Pricing Gambit Amid New Tariffs—A Bold Move or Clever Marketing?
A Surprise Discount in the Face of Rising Costs
Experts in the auto industry, economists, and automakers seem to agree on one thing about former President Trump's latest tariffs: they will make cars and car parts more expensive. Not only will new cars cost more, but used cars will also rise in price as they become a more attractive alternative. So, when Ford launched a bold new marketing campaign declaring that it was offering employee pricing to all customers, it shocked nearly everyone—especially since the announcement came just one day after the latest tariffs went into effect.
Ford’s campaign tagline is also attention-grabbing: “EMPLOYEE PRICING—Ford Motor Company. From America. For America.” The next line states: “You Pay What We Pay.” It sounds like a major win for consumers, but is this truly a game-changing event or just another strategic marketing ploy?
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Ford’s 700-Horsepower F-150 Raptor R
Understanding the Tariff Impact on Car Prices
Why Are Tariffs Driving Up Prices?
The new tariffs primarily impact automakers that rely on imported car parts, forcing them to pay more for essential components. Additionally, vehicles assembled outside the U.S. face tariffs of up to 25%, unless they come from Mexico or Canada under the USMCA trade agreement, which provides limited relief. These costs could significantly cut into automakers’ profit margins—unless, of course, they pass them on to consumers through price hikes.
What This Means for Automakers and Consumers
Most domestic automakers, including Ford, Chevrolet, Toyota, and Honda, face pressure to increase prices. Despite this, Ford has launched a widespread employee pricing campaign, seemingly contradicting the expected cost increases due to tariffs. The move is puzzling—why would Ford lower prices at a time when costs are projected to rise?
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| Ford's full-size SUV can handle all sorts of jobs, including moderate-difficulty off-roading and hauling, with a 9600-pound maximum towing capacity. The Expedition travels smoothly, |
Breaking Down Ford’s Employee Pricing Offer
Which Vehicles Are Eligible?
Ford’s Employee Pricing (EP) deal applies to most 2024 and 2025 model-year Ford and Lincoln vehicles. However, notable exclusions include:
2025 Ford Expedition SUV
2025 Lincoln Navigator
All F-Series Super Duty trucks
Raptor-badged models (Bronco Raptor, Ranger Raptor, F-150 Raptor)
Mustang specialty models (Dark Horse, Mach 1, GTD, Shelby series)
Bronco Stroppe Special Edition
This means that while discounts are available, they don’t apply to some of Ford’s most profitable and high-demand models.
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| The 2025 Lincoln Navigator receives a massive new screen and massage seats in the second row. |
How Much Can You Actually Save?
Employee pricing means customers pay slightly below the dealer invoice price. Additional incentives may apply, making for potential savings of hundreds or even thousands of dollars. However, Ford’s website doesn’t display these discounts directly. Instead, publicly available pricing only shows the standard MSRP, which is typically higher than the invoice price.
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| 2025 Mustang Mach-E, suv |
MotorTrend conducted a pricing analysis and found some intriguing shifts between April 2 and April 3:
2025 Mustang Mach-E SUV: Price dropped from $39,995 to $36,495
Bronco 4x4: Price reduced from $39,630 to $37,995
2025 Expedition SUV (not eligible for EP): Price increased from $55,630 to $62,000
2025 Lincoln Nautilus: Price remained unchanged despite its Chinese assembly
These changes suggest that some models may indeed have significant price reductions under the employee pricing program, while others see price hikes.
Why Is Ford Doing This Now?
A Clever Inventory Management Strategy?
Ford and Lincoln reportedly have a massive backlog of inventory, meaning many vehicles are already sitting on dealer lots. Since these vehicles were built before the tariffs took effect, they aren't subject to the new import duties. The employee pricing program could be a calculated move to clear this inventory before tariffs start affecting Ford’s bottom line. According to Cox Automotive, Lincoln’s inventory levels were 126 days’ worth as of February—more than double the industry average.
A PR Move to Get Trump’s Attention?
There’s another possible angle: political strategy. The move contradicts conventional wisdom that car prices should rise due to tariffs—something former President Trump has only recently started acknowledging. If Ford’s pricing strategy gains enough media attention, it could serve as a bargaining chip in potential negotiations with the Trump administration over tariff relief.
Final Thoughts: Should You Take Advantage of Ford’s Employee Pricing?
While Ford’s “From America, For America” campaign is certainly eye-catching, it’s important to understand the details before making a purchase. The savings are real, but they’re primarily being used as an incentive to clear out existing inventory before tariff-related price hikes fully take effect. If you’re considering a new Ford vehicle, now might be a great time to buy—but only if the model you want is included in the deal.
What do you think about Ford’s pricing strategy? Are you planning to take advantage of the Employee Pricing deal? Let us know in the comments!
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