On the very same day that President Donald Trump imposed tariffs of 25 percent on imported automobiles in early April, Ford announced that it was rolling out a new “employee pricing for everyone” incentive, which is exactly what it sounds like – everyone was able to snag the same special pricing on select new models as Blue Oval workers. At that time, Ford announced that customers could take advantage of this special pricing through early June, but due to its tremendous success, the automaker recently opted to extend it to the Fourth of July holiday. Turns out, the fact that tariffs and this particular incentive launched on the very same day wasn’t a coincidence.
According to the Detroit Free Press, Ford’s marketing team was meeting at the automaker’s Dearborn headquarters in late March, concerned about the impacts of tariffs and waning consumer confidence at the time. The automaker had already conjured up a new marketing plan and an incentive to help spur sales heading into Q2, but something about that effort apparently didn’t feel quite right. “This was a moment in time,” said Rob Kaffl, Ford’s director of U.S. sales and dealer relations. “We were thinking: What would it take for Ford Motor Co. to shine during this uneasiness in the market both for consumers and automotive?”
That thought prompted Ford to ditch its original plan and spend the weekend coming up with something new – a campaign that would better tout the company’s strong American roots and manufacturing presence in a time when tariffs were placing a spotlight on that same topic. What it came up with was a new campaign called “From America, For America,” which proved to be tremendously successful.
Ford previously revealed that dealer showroom traffic across the U.S. increased by “double digits” following the employee pricing for everyone plan’s implementation, and the automaker moved 150,000 vehicles with that same incentive by mid-May. It also closed out Q2 by posting a robust 14.2 percent sales increase, with the Ford brand posting the highest sales of any of its peers during the same time period.
Comments
The joke is on the ignorant, math stupid American public. The employee pricing was WORSE than the price the day prior because Ford jacked the MSRP as part of the so-called incentive.
Chinese Nautilus Reserve II went from MSRP 61,110 to 63,180 so you are correct
Oh and Ford doubled the dealer holdback as part of the promo as well. So esp the mom+pop guys could discount and not lose their business to bankruptcy. The big line dealers raked in the profits while continuing their standard discounting scheme. Come 7/7 the holdback goes back to standard but 0 pct finance is expected.to come back. But only for short terms, 36 or maybe 48 month. Problem for the consumer is they can’t afford the monthly on a 0@48 so will have to finance at the 5+ rate for 60+ months.
My opinion as a retired long time Ford dealer is employee pricing promotions are successful due to credible pricing. It might not be the best deal but everyone gets the same price. Customers are reassured they are not paying more than the next person.