Ford launched its “employee pricing for everyone” incentive last week, on the very same day that U.S. President Donald Trump announced 25 percent tariffs on imported automobiles. As is usually the case, there are some models that don’t qualify for this offer, but as Ford Authority previously reported, not all dealers are required to participate in the program, and select vehicles actually got more expensive as a result of its implementation. Regardless, with many fearing that tariffs will result in higher prices in the near future, one Ford dealer says that the new pricing program has brought in plenty of interested shoppers.
According to CBS News Boston, Sentry Auto Group in Massachusetts enjoyed their best single sales day over the past four months this past Saturday, moving 17 new Ford vehicles – a result that Chris Lamley, President of Sentry Auto Group, attributed to the employee pricing for everyone program. “I have been thinking about a car honestly for three years now, and I decided between avoiding tariffs and taking advantage of the Ford opportunity, now would be a good time,” said Joshua Murdock, a Sentry Ford customer who drove an hour an a half to purchase a new truck.
As far as how these discounts might impact dealer profits, well, that much isn’t quite as certain. “We will see how that shakes out, obviously that’s not the customer’s problem, that’s our problem. My father founded this company, and one of his core philosophies is that our goal was to sell each customer two cars this one and the next,” Lamley said. “We would rather sell twice as many cars, and make half as much on each one, and if that’s what it comes out to, we are OK with that.”
Shortly after Ford announced its new employee pricing for everyone plan, Stellantis followed suit with its own version, and Hyundai revealed that it wouldn’t be charging over MSRP for its vehicles until early June. If nothing else, it seems as if these types of programs are driving foot traffic at dealers as many remain fearful of the potential impacts of these looming tariffs.
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And all of those buyers then headed to the hospital for brain transplants.
What with the 1979 Firebird Turbo Trans Am wheels on that truck??
…. of course you’ll have a great turn-out, when you’re cutting F150 prices by $11,000 making a $70,000 truck more “affordable” at $59,000. (that’s what the real price SHOULD be) Otherwise, this is the sucker-born-every-minute deal on every other Ford.
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That should not be a surprise. Price sells cars .