According to media reports, sources say Ford Motor Company plans to launch a wide-ranging discount campaign starting April 3, offering thousands of dollars in savings on several vehicle models. As competitors raise prices to offset tariff costs, Ford is leveraging its ample inventory to provide significant deals to customers.
Sources revealed that Ford will open its employee-exclusive pricing to all consumers through a promotional campaign called "From America for America."
Ford declined to comment on the reports.
Eighty percent of the vehicles Ford sells in the U.S. are domestically produced, giving it more flexibility than some rivals in dealing with President Trump's new tariff policies. However, the imported auto parts Ford relies on are still at risk of steep tariffs.
Barclays analysts noted that Ford's higher domestic production ratio gives it a competitive edge amid the tariff upheaval, while competitors like General Motors and Stellantis (parent company of Chrysler) produce only about 50% of their U.S.-sold vehicles domestically.
Data from automotive services platform Cox Automotive shows that Ford dealerships currently have inventory levels above the industry average. In February, Ford's supply could last over four months, compared to the industry average of just under three months.
Cox also found that Ford's February promotions were slightly below industry norms. Ford's incentives amounted to 6.7% of the average vehicle transaction price, while the industry average stood at 7.1%, or $3,392.
Last week, Trump announced a 25% tariff on all imported vehicles, sparking widespread concern across the global auto industry.
On April 2, Trump further expanded tariffs to include a 10% base duty on all imported goods, with even higher rates for certain countries. Following the announcement, stock prices of Ford, General Motors, and Tesla all declined.
While the new tariffs largely exempt goods from Mexico and Canada that meet USMCA (United States-Mexico-Canada Agreement) criteria, automobiles, along with steel and aluminum products, are subject to separate tariff measures.
According to research firm GlobalData, the U.S. is the world's largest importer of automobiles, with nearly half of all vehicles sold in the U.S. last year being imported-making the 25% auto tariff particularly impactful.
Ironically, the new tariffs have sparked a surge in U.S. auto sales in March, as consumers rushed to dealerships in recent weeks to buy vehicles before the anticipated price hikes take effect.
