In a move of defiance against recent tariff increases by former President Donald Trump, Ford Motor Company has rolled out its exclusive employee pricing—historically reserved for employees and their families—to all American customers. The action is intended to deliver value instead of increasing prices, distinguishing the automaker from some of its peers.
As reported by The Detroit Free Press and Reuters, the promotion is part of Ford’s new campaign, From America, For America, which highlights the domestic heritage of the company. Ford, which “employs more hourly workers and assembles more vehicles in America than any other automaker,” will be offering the promotion through June 2.
Under this campaign, the majority of 2024 and 2025 Ford and Lincoln models will be eligible for A-Plan pricing—a rate usually below the dealer invoice- with tremendous savings.
Exclusions and Price Adjustments by Ford
Though the offer is extensive, a few highly sought-after models continue to be excluded from employee pricing:
- 2025 Ford Expedition
- 2025 Lincoln Navigator
- F-Series Super Duty Trucks
- Raptor Models (Bronco Raptor, Ranger Raptor, F-150 Raptor)
- Special Edition Mustangs (Dark Horse, Mach 1, GTD, Shelby)
- Bronco Stroppe Edition
Some of these models have just experienced price increases, with the 2025 Expedition increasing from $55,630 to close to $62,000. Models produced in Mexico or China, such as the Bronco Sport, Maverick, and Lincoln Nautilus, could get hit with extra pricing pressure from the new tariffs.
EV Discounts and Inventory Advantage
Ford is also pushing into the electric vehicle space. Through June 30, customers purchasing all-electric Ford vehicles will get a free home charger and free installation, adding more value in the EV segment.
Levels of inventory also have a lot to do with the timing of the promotion. Based on Cox Automotive, Ford had 126 days of inventory of cars on dealer lots as of February’s end, with Lincoln having more than two times the industry average. A lot of it is already in the U.S., which protects it from new tariff effects.
By doing this, Ford is counting on price-sensitive American buyers opting for value—and loyalty—over higher sticker prices.
