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. Joined by a new advertising campaign that debuted during March Madness, this move generated quite a lot of attention, as one might imagine, and some dealers noted that they were seeing a lot of increased customer traffic as a result. Now, Ford has confirmed that its employee pricing plan has indeed led to a notable surge in foot traffic.
“Dealer showroom traffic has climbed by double digits,” the automaker said in a statement. “And our dealers say they love the message, and it is driving business results as well.” That’s obviously a good thing for dealers, particularly as there are many uncertainties as it pertains to tariffs and the potential that new vehicle pricing could increase – perhaps even substantially – in the near future.
As Ford Authority previously reported, not all Blue Oval dealers are required to honor the employee pricing for everyone plan, which runs through June 2nd. It’s essentially the same as the existing A-Plan pricing for regular, non-affiliated customers – basically, those customers pay the invoice price on a vehicle, minus holdback and advertising fees, plus an additional $275 for a program fee. However, it is worth noting that certain models actually got more expensive when this program rolled out and effectively took the place of some more generous incentives, too.
There are also several models that are excluded from the offer as well, as is usually the case – the Ford Ranger Raptor, Ford Bronco Raptor, and Ford F-150 Raptor, as well as “specialty” Ford Mustang (Dark Horse and GTD) and Ford Bronco (Stroppe Edition) models, the redesigned 2025 Ford Expedition and 2025 Lincoln Navigator, the 2025 Ford Super Duty lineup, F-450 and F-550 Chassis Cabs, E-450 Cutaway and E-450 Stripped Chassis, F-53 Class A Motorhome Chassis and F59 Commercial Stripped Chassis, plus the F-650 and F-750 Chassis Cab.
Comments
… don’t be fooled, readers. This is yet another marketing ploy to make you think you’ll walk in and get a grand welcome and super low price. There’s a HUGE difference between increased foot traffic, and, increased sales. Having a showroom go from ghost town, to 6 potential customers a day is still alarming. — have you noticed: NO actual pricing or estimates on your final cost? YEAH, I didn’t either.
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Lincoln A plan pricing quoted by my dealer was substantially higher than the deal I received on my 2025 Nautilus Reserve III hybrid.
You are correct sir!
Lower prices might actually work. Also, trying to beat the Trump Tax. But you get in the showroom and try to find those lower prices ….