Back in April, Ford announced that it was rolling out a new “employee pricing for everyone” incentive – the same day new tariffs were placed on imported autos and parts. This new incentive provided everyone with the opportunity to get the same special pricing on select new models as Blue Oval workers. The program was later extended through the Fourth of July holiday after becoming a tremendous success and doubling dealer showroom traffic, and as it turns out, employee pricing also increased Ford market share by a notable margin as well.
“It’s really paid off for us in the last 60 days,” Andrew Frick, president of Ford Blue and Model e, said at the Deutsche Bank Global Auto Industry Conference. “You’ve seen a lot of the results in the market. Last month – and this goes back to your question on growth and how we’re doing it – last month, coming out of May – we just closed 10 days ago or so – we actually posted a 14.7 percent share here in the U.S. That’s up 1.9 points of share on a year-over-year basis. A lot of times in this industry we fight for tenths of share, and to have a 1.9 percent increase year over year was very strong.”
This boost in Ford market share is just the latest evidence that the automaker’s employee pricing incentive has been a tremendous success in tough economic times, but interestingly, it almost never came to be. Rather, as Ford Authority recently reported, the automaker shifted gears and ditched another incentive and marketing plan that it planned to launch in favor of this one, a decision made amid concerns regarding the impacts of tariffs and waning consumer confidence.
Now that Ford’s employee pricing plan has ended, the automaker isn’t exactly resting on its laurels. Rather, it has launched the new “Zero, Zero, Zero” summer sales event, which refers to the fact that well-qualified customers can now snag select Ford or Lincoln vehicles with a zero down payment, zero percent interest for 48 months, and zero payments for the first 90 days. Additionally, The Blue Oval is providing customers with a complimentary two-year Ford Protect Premium Maintenance Plan, covering things like oil changes and tire rotations.
Comments
Maybe Ford found its real price point for their cars. Make them permanent.
Good for Ford. Except that it caused many to overspend and could see a lot of those sales being returned to the dealership. Prices weren’t that great and only the fools fell for them. We’ll see what happens with 0-0-0. So far, I’m seeing Toyota-like prices around here on many Fords.
Finance companies, not the dealer, screen for one’s ability to repay. Finance companies repossess and sell vehicles whose owners default on loans. “Fools”? Buyers paid less than they would have otherwise.
What do you mean returned to the dealer? This is Home Depot with a 90 day return policy.
Curious.., where did you find facts that many “overspent?” Some of those prices were actually pretty attractive. I wouldn’t jump to such conclusions and label someone a “fool” w/out accurate data/info to support your position.
You just have to ignore SCEcoBoost. Easily the biggest ass on this forum.
You may be right, Ford’s dealer inventory is dropping to favorable levels and they’re gaining market share. All auto-companies got addicted to higher ATPs during covid, but if you can maintain earnings through volume while capturing market share, it’s a win-win. The market seems to reward ‘potential growth’ at much higher multiples than they do ‘actual earnings’. Ford can generate similar free cash flow to support the dividend AND see a stock price rise!
Cut prices and stop gouging customers and sales/market share increases! Looks like that $24 million salary Ford pays Farley is paying off!
Question: While sales experienced a significant increase, what was the impact of the program’s cost on earnings, and what were 2nd quarter 2025 net earnings and how compared with 2Q 2024 net earnings?
Those deals were more expensive then the previous months regular rebates. Buyers got hosed again.
Not totally true. There were better deals to be had on Ranger, Super Duty, and Transit to name a few.
Ford market share will now decrease since employee pricing is no longer available, buyers should be patient and wait for the next time employee pricing is offered and stay away from vehicles not included in this program.