Ford Motor Co. customers can save up to thousands of dollars on select vehicles with Ford bringing back employee pricing this summer to mark the 250th anniversary of America’s founding.
The “American Value for American Values” promotion will run Friday through July 6 on select new 2025 and 2026 model-year Ford and Lincoln trucks and SUVs, including some commercial options. The initiative is a “thank you” to Ford customers and those who built America, said Andrew Frick, president of Ford Blue and Model e, its internal combustion engine/hybrid and electric vehicle divisions. A similar campaign, launched last year to provide consumers confidence amid announcements on new tariffs, helped vehicle sales.
In the first quarter, U.S. sales dropped 8.8% year-over-year following the discontinuation of vehicles like the Escape, the elimination of the federal electric vehicle tax incentive and depleted stocks from production disruptions stemming from an aluminum shortage. Dealer services provider Cox Automotive Inc. estimated a 6.5% decrease in vehicles sales for the industry overall in the first three months of the year.
But Frick emphasized despite the headwinds, Ford’s retail share grew in the first three months of the year, and it had its best share of revenue in five years.
“Customers will have the ability to pay what a Ford employee pays, which was our way of showing how we value our customers and want to treat them like family,” Frick said. “The decision to do this campaign was not motivated by increasing our sales pace. It was motivated by celebrating America’s 250th year anniversary.”
Despite the U.S. sales decline, Ford this week recorded $2.5 billion in net income in the January-through-March quarter, boosted by expected refunds from tariffs paid that the U.S. Supreme Court determined were unlawful. But Chief Financial Officer Sherry House emphasized the results and increased 2026 guidance for earnings underscored the strengths of Ford’s business from profit-heavy pickups, large SUVs and off-road trims. Gas price hikes from the Iran war, however, raise questions whether that is sustainable.
The situation around gas prices is something the company is watching daily, Frick said, but it’s yet to result in a significant shift in consumer taste.
“What customers are choosing has remained very resilient,” he said. “Our larger SUV segments, where Explorer competes and Expedition competes, those have historically come down when gas prices have risen, but they have not. In fact, our Explorer and Expedition volume is up 30% each first quarter, which is counterintuitive to what you might expect.”
Rob Kaffl, the Blue Oval’s director of U.S. sales and dealer relations, earlier this year noted incentives, prioritizing assembly of vehicles from customers trading in discontinued products and supporting smaller dealers with more on-the-ground support were some ways the company was positioning itself to battle sales challenges this year.
Nonetheless, House on an earnings call this week said Ford was spending less on incentives than its competitors on average.
Last year, “From America, For America” provided “Plan A” pricing starting in April. It contributed to a 14% increase in U.S. sales in the second quarter of 2025. Ford extended the campaign twice, and Chrysler and Jeep parent Stellantis NV followed with its own employee pricing discounts. Fleet vehicles and Super Dutys, however, weren’t included that promotion.
“This is more celebratory,” Frick said. “We wanted to make more vehicles available, which is why we did include Super Duty pickups and other vehicles that weren’t included last year.”
He added: “Think about who built America: Small businesses, construction workers, people that drive our our F-Series every single day, and our Super Duty. So, we did not want to exclude them from that. They’re the people who helped build America.”
Eligible vehicles for the “American Value for American Values” are: Mustang, Mustang Mach‑E, Escape, Bronco Sport, Bronco, Explorer, Expedition, Maverick, Ranger, F‑150, F‑150 Lightning, Transit Van, E‑Transit, Corsair, Nautilus, Aviator, Navigator, 2025 Super Duty pickups and 2026 Super Duty XL/XLT pickups.
Vehicles not eligible include Transit Wagon, Ranger Raptor, F‑150 Raptor/Raptor R. Mustang GTD, Shelby GT/GT500, Mach 1, F‑450/F‑550 chassis cabs, stripped chassis, 2026 Bronco Raptor; 2026 Bronco Stroppe, 2026 Super Duty Lariat, King Ranch and Platinum, 2026 Mustang Dark Horse SC and final pay units of 2025 Escape, Explorer, Corsair and Nautilus.
Time magazine earlier this year dubbed Ford the “most iconic American company.” It produces more vehicles in the United States, employs more hourly workers and exports more vehicles from the United States than any other automakers.
Ford will report April sales on Monday.
bnoble@detroitnews.com
@BreanaCNoble
This article originally appeared on The Detroit News: Ford brings back employee pricing for all on select vehicles
Reporting by Breana Noble, The Detroit News / The Detroit News
USA TODAY Network via Reuters Connect
