In response to U.S. President Trump's automotive tariff policies, Ford has swiftly launched a new employee discount program called "From America, For America" aimed at U.S. consumers. Historically, such programs have sparked controversy as they offer vehicles at prices close to or even below dealer invoice, squeezing already thin retail profit margins. However, Ford believes this is the right time to introduce the initiative to highlight its significant operations in the U.S. and to boost sales amidst consumer concerns over tariffs and economic uncertainties.
Ford has committed to financially supporting retailers in implementing this program. Dealers were informed of the initiative just a day before the tariffs took effect, and Ford publicly announced the program hours after the tariffs were enacted. The discount program is set to run until June 30.
