As tariffs became a reality for American companies, Ford began offering employee pricing to help quell buyers’ concerns over rising prices. That move turned out to be a smart one for Ford, driving a significant increase in sales, but the automaker is now pivoting to a new strategy.
Instead of employee pricing, qualified buyers can receive zero-percent financing for 48 months, with no money down and no payments for the first 90 days. Ford is offering the promotion through September 2. In a statement, the automaker’s U.S. sales director, Rob Kaffl, said the deal’s appeal lies in its significantly lower upfront expense.
“Many families have seen their savings go toward higher mortgage rates and summer travel costs. They want a new vehicle, but also want options that allow them to forgo an upfront down payment.”
While all of that sounds great, the promotion excludes many of Ford’s most popular models. It doesn’t cover the 2025 Bronco and Bronco Sport, Expedition, Maverick, Ranger, Transit, F-Series Super Duty, or the Lincoln Navigator. Some 2024 models are also excluded, along with Raptor models from both years.
Kaffl said the automaker was pleased with its recent performance, but noted that it would continue to look for areas for improvement. Recent signs point to a downturn in new vehicle sales in the latter half of 2025, so The Blue Oval will likely need to continue with these kinds of deep incentives to keep people walking in the door.
[Images: Ford]
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