In a move that initially appears generous amid economic uncertainty, Ford Motor Company has rolled out employee pricing to all American car shoppers through June 2. The program, branded as “Ford Motor Company: From America, For America,” allows regular customers to pay the same prices as Ford employees on most new vehicles. But is this really the amazing deal it sounds like at first glance?
Look beyond the headline, and you’ll find the Blue Oval has quietly trimmed some substantial incentives that were available just before this promotion launched on April 3. Let’s dive into what this means for you if you’re shopping for a new Ford in the coming weeks.
What the employee pricing actually gets you
The employee pricing program works similarly to Ford’s existing A-Plan pricing structure. Customers pay the invoice price minus advertising fees plus a $275 program fee. On paper, this means notable savings on many popular Ford models compared to standard MSRP.
The deal applies to a wide range of 2024 and 2025 models, including gas-powered vehicles, hybrids, plug-in hybrids, and diesel options throughout both the Ford and Lincoln lineups. For EV shoppers, this promotion stacks with Ford’s existing Power Promise program (extended through June 2025), which provides qualifying buyers with a complimentary home charger and standard installation.
But wait — before you rush to your local dealership, there are some key facts worth knowing.
The fine print you might miss
Not every vehicle with a Ford or Lincoln badge qualifies for this deal. The exclusion list features several popular high-performance and newly redesigned models:
- Performance models like the F-150 Raptor, Bronco Raptor, and Ranger Raptor
- Higher-end Mustang and Bronco variants
- The newly redesigned 2025 Expedition and Lincoln Navigator
- The entire Super Duty truck lineup
Even more significant: dealer participation is discretionary. You can’t walk into just any Ford dealership and demand they honor the employee pricing. Individual dealers choose whether to participate in the program, making it essential to call ahead before visiting a showroom.
What Ford quietly took away
Here’s where things get interesting. As this new promotion rolled out, Ford made some less-publicized changes to other incentives that were previously available.
First, promotional financing offers have been scaled back across much of the lineup. For example, the Ford Escape previously had 3.9% APR financing available on 60-month loans. That rate has now jumped to 7% — a substantial increase that could offset much of your “employee pricing” savings over the life of your loan.
Cash incentives have also taken a serious hit:
- The 2024 Expedition saw its customer cash offer slashed from $7,000 to just $2,000
- The Mustang Mach-E‘s lease cash dropped from $8,000 to $3,750
- The 2025 Escape Plug-In Hybrid lost $4,000 in customer cash (now $5,000 down from $9,000)
When you do the math, these reductions can significantly diminish the value of the employee pricing deal for many shoppers. (I ran the numbers on an Expedition, and depending on trim level, you might actually end up paying more now than you would have under the old incentive structure!)
The marketing angle
Ford has framed this program as a “handshake deal with every American,” with Rob Kaffl, Ford’s director of US sales, emphasizing the company’s 121-year history of supporting American jobs and manufacturing vehicles domestically.
The timing is notable — this pricing strategy launched just as new international tariffs were rolling out, prompting several automakers to adjust their pricing strategies. Ford isn’t alone in this approach; Stellantis (parent company of Jeep, Dodge, Ram, and Chrysler) announced a similar employee pricing initiative shortly after Ford’s announcement.
Is this deal worth your time?
For some models, especially those that weren’t heavily incentivized before April 2, the employee pricing could represent genuine savings. The deal might be particularly attractive if you:
- Were already planning to purchase a Ford or Lincoln in the near term
- Are interested in a model that didn’t previously have major cash incentives
- Plan to pay cash rather than finance (since the financing rates are less competitive now)
- Are looking at an EV model where you can stack the Power Promise benefits
For others — especially those eyeing models like the Expedition or Mach-E that had substantial cash offers before — you’ll want to crunch the numbers carefully. What Ford has taken away with one hand, it may not fully replace with the other.
Before you shop
If you’re interested in this deal, remember these key points:
- Call dealerships first to confirm their participation in the program
- Compare the total cost under current employee pricing versus what was available before April 2
- Consider how financing rates affect your long-term costs
- Don’t forget to look at competing offers from other manufacturers who are also adjusting pricing strategies amid the new tariff landscape
The “From America, For America” employee pricing promotion runs through June 2, giving car shoppers a limited window to determine if the deal makes sense for their situation. Just make sure you look past the headlines to understand exactly what you’re getting — and what you might be missing.
