Ford has responded to widespread predictions of price rises on cars in the US from new tariffs by offering staff pricing to all customers.
Ford has introduced staff pricing for all US customers across almost its entire vehicle line-up from now until June 2, 2025.
The promotion – promoted as a ‘Handshake deal with every American’ – sees employee pricing, which is lower than the standard list price, offered on most models.
“We have the retail inventory to do this and a lot of choice for customers that need a vehicle,” the car maker said in a statement.
The ‘handshake’ deal began the same day new tariffs for imported vehicles and key automotive components introduced by United States (US) President Trump came into effect and is supported by a ‘From America, For America’ advertising campaign from Ford.
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The tariffs saw analysts predict showroom price rises of up to $US12,000 (AU$18,900) on some new vehicles, sparking a flurry of buying in the days leading up to the tariffs being applied from April 3.
Ford’s response has been to make its vehicles cheaper – for 30 days at least.
“We’re in a very competitive position in our stock. And the auto sector, and overall public, has seen a lot of uncertainty in the market right now especially in the automotive space.
“So we feel by providing this message in ‘From America, For America’ we’re providing some security,” Ford’s director of US sales, Rob Kaffl, told the Detroit Free Press.
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The deal – known as the ‘A Plan’ – is available on all vehicles apart from the Raptor versions of the Ford F-150 and Bronco, Expedition SUV and F-Series Super Duty trucks.
It’s also not available on models from Ford’s luxury brand offered in the US, Lincoln.
Although the Ford US sales are down 1.34 per cent year-to-date – including the latest March 2025 results – Ford US sales were up 10.5 per cent last month led by the F-Series.
The F-150 was the best-selling car in the US in 2024 ahead of the Chevrolet Silverado and Toyota RAV4 SUV.
The Ford Ranger returned to the top of the sales charts in Australia in March 2025, knocking off the Toyota RAV4 after it was the most popular new car for eight consecutive months.
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