Trucks are shown from a drone view after deleting the US customs and from Tijuana along the US border Mexico at the port of Otay Mesa in San Diego, California, USA, April 2, 2025.
Mike Blake | Reuters
Detroit – As a 25% tariff for imported vehicles, managers are involved in the managers Ford engine I tried to find out how to react to the new taxes.
While she and her colleagues in the industry are still trying to control the effects, Ford decided to move quickly in one area by offering an employee prize program entitled “From America, for America” for US consumers.
Such programs have been controversial in the past because they sell vehicles near or lower than the invoice prices for retailers and eat away for retailers with already narrow profit margins. However, Ford decided that the right was to promote the program for promoting its US business activities – the largest among car manufacturers – and to support the sale, since consumer concerns and economic uncertainty due to Trump's tariffs.
“We understand that this is uncertain for many Americans. Whether it is the complexity of a changing economy or simply a reliable vehicle for your family, we would like to help,” said Ford in an explanation on Thursday morning in which the program was announced. “We have the retail inventory to do this and for customers who need a vehicle, many options.”
It is an example of how some car manufacturers try to find “opportunities in chaos” or “use the moment” in the middle of the tariffs, as several industry analysts told CNBC.
“I love it absolutely. I think it will increase sales,” said Ford dealer Marc Mcever, owner of Olathe Ford Lincoln near Kansas City, Kansas. “It is really exciting to see how Ford takes the lead in this program. I think it's a great piece. It is really a real offer for the customer.”
Ford, which helps the single dealers financially with the program, told the dealers the day before the tariffs that come into force on Thursday. The new program, which runs until June 30th, announced publicly after the taxes started.
In the tariffs, Ford was also viewed by Wall Street analysts due to its large American production footprint, especially for trucks, one of the best positioned car manufacturers.
The Ford share went better this week than its competitors and closed 1.4%a week. This is compared to Chrysler Parent Sternantis Lose 14.2% and General Motors fall by 5.4% for the week.
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Other follow Ford's strategy, which is also supported by the vehicle prices and profits that have been higher since the Covid pandemic. Crosstown Rival Stellantis announced a similar program for employee prices on Friday, while Hyundai Motor said that prices would not increase at least two months to facilitate consumer problems.
“It makes sense to try to use the moment,” said Erin Keating, Executive Analyst at Cox Automotive.
Keating points out that Ford and Stellantis – the latter is based in Europe, but has large operations and brands in the United States – reminds users that they are “domestic” companies. The car manufacturers also have inventory, including older models that you have to sell to make room for newer vehicles.
“There is a lot of sense for these new vehicles to get into the exhibition space and maintain this market share,” said Keating. “Anyone who is able to exceed the price out there with the level of demand will be able to stick to their market share longer than others and maybe grasp something from those who are not willing to meet customers where they are.”
According to COX Automotive, Ford and Stellantis brands such as RAM Trucks and Jeep have the supply of vehicle inventories of the highest days in the automotive industry.
The two companies were also among the only major car manufacturers this week, which report remarkable declines in vehicle sales in the first quarter. The Stellantis were eliminated around 12%, while Ford declined by 1.3% compared to the previous year.
COX reports that the National Day Supply Vehicle was 89 days, while these brands were between 110 and 130 days. In the past, the auto industry has seen a healthy days for 60 days and 80 days.
In view of the tariffs and fears about potential price increases, the demand for vehicles was high. At the end of the last month, consumers flocked to dealer exhibition rooms when Trump confirmed that the tariffs would come, which led to significant sales gains for many car manufacturers.
A Ford Raptor Pickup will be offered for sale on August 21, 2024 in Glendale, California.
Mario Tama | Getty pictures
COX Automotive estimated sales with New Vehicle in March in March in March in March 59 million units, whereby he significantly exceeded the forecast and marked the best month for the sales volume in four years.
“The last week and including last weekend, it was by far the best weekend that I have seen in a long time,” said Hyundai Motor North America, Randy Parker, on Tuesday during a media call. “I've been doing this for a very, very long time. Many people, I think, is this weekend, especially to try the tariffs.”
Sales now, because future sales are not guaranteed, could also help with a US recession. JP Morgan increased his chances for a US and global recession from a chance of 40% to 60% chance until the end of the year.
“Because the demand is just there, it makes sense [to offer consumer incentives] Because everyone says: “I have to get it now”, could just as well and use the advantages if we go into a recession, “said Keating.
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