Apr. 3—ROCHESTER — Ford Motor Co., which builds 80% of its vehicles in the U.S., responded to President Donald Trump's international tariffs by offering "employee pricing" on most of its new vehicles.
"All customers will pay the same as Ford Motor Company employees, resulting in discounts ranging from thousands of dollars, and in some cases well over $10,000 depending on current MSRP (Manufacturer's Suggested Retail Price," explained Rochester Motor Cars Executive Manager Mike Enke. Rochester Ford at 4900 U.S. Highway 52 North is owned by Rochester Motor Cars.
The special pricing, which Ford has dubbed the "From America, For America" campaign, started on April 3 and is slated to run through June 2. Ford's 2025 Expedition and Navigator SUVs, the Raptors and Super Duty trucks are all excluded from the campaign.
Given that many economists are predicting that the new tariffs will drive up the cost of vehicles, the campaign was unexpected. Enke explained why he believes it is a good move by Ford.
"Of all the major full-line manufacturers, Ford has the most vehicles made in America. I think it's a great strategy to capture market share, and let people know that most Ford vehicles are already made here," he said. "In addition, clearing ground stock before any price increases could limit confusion for consumers when they arrive at dealerships in the future."
Steve Johnson, who owned Zumbrota Ford for 26 years, announced his retirement and the sale of his dealership this week. Johnson added that he believes the "From America, For America" campaign is a solid strategy.
"The plants already have 90 days of aluminum and steel. The dealerships have 100 days of inventory. The impact of the tariffs won't be felt for a while. President Trump is lobbing hand grenades, so it is hard to say, but I think this will get other countries to the negotiating table and it will be resolved soon," he said.
Johnson added that the industry has already been facing price resistance from customers, so this move should position Ford well for whatever happens next.
Enke of Rochester Ford acknowledged higher prices are probably on the horizon and customers should be prepared for that.
"All vehicles have content, from sheet metal and aluminum to engines and transmissions, that have parts sourced from outside the United States. This will lead to increased manufacturing costs and very likely higher prices on all new vehicles. In some cases, the prices could rise substantially," he wrote.