The Trump administration imposed tariffs on imported vehicles. Ford’s response was not to raise prices but to offer a “handshake deal with America” by providing employee pricing on most vehicles through June 2, 2025 (if you want that F-150 Raptor R, you’re still paying full freight). But what happens after June 2, 2025, may be a different story.
Automotive News and Reuters viewed a memo Ford sent to dealers. In it, the brand acknowledged that if nothing changes on the tariff front, the brand anticipates “pricing adjustments” for vehicles built in May.
Key Takeaways
- Ford offered employee pricing for all through June 2
- But a Ford dealer memo acknowledged “pricing adjustments” after June 2
- Ford builds the Bronco Sport, Maverick, and Mustang Mach-E in Mexico
- Ford also builds the Lincoln Nautilus in China.
Ford Acknowledged The Need To Adjust Prices On Future Vehicles
The memo came from Andrew Frick, who is president of Ford Blue and Model E. Frick acknowledged that, while the employee pricing will be honored through June 2, tariffs would impact pricing when Ford starts selling vehicles imported with the tariffs in place.
“As we mentioned during the April 1 ‘Dealer Go-to-Market Call,’ we will not increase the MSRP for any vehicle currently in inventory with our Ford and Lincoln dealers, and our employee pricing offer will remain in the market through June 2, 2025, as advertised,” Frick wrote. “However, in the absence of material changes to the tariff policy as articulated to date, we anticipate the need to make vehicle pricing adjustments in the future, which is expected to happen with May production.”
According to the report, Ford vehicles impacted by the tariffs, starting in May, would begin arriving at dealers in late June.
Ford Does Face Significant Tariff Exposure
Ford produces a large number of vehicles, including the F-150 pickup, in the United States. Therefore, the brand should be better positioned to withstand tariffs than some of its competitors. But the impact would still be significant. Ford assembles the Bronco Sport, Maverick, and Mustang Mach-E in Mexico; these cars comprised 17.4 percent of Ford brand sales in Q1 2025. The Lincoln Nautilus, a hit model, accounts for 36.5 percent of Lincoln brand sales and is assembled in China, which is subject to even greater tariffs.
That’s only the surface-level exposure. The scope of automotive parts tariffs is still being negotiated. Ford also faces at least the potential for Canadian retaliatory tariffs on imported U.S.-built vehicles like the F-150 — more than 130,000 sold in Canada in 2024.
TopSpeed’s Take
Ford hasn’t raised prices on its vehicles yet. The tariff situation remains fluid. Donald Trump mooted the possibility of pausing automotive tariffs to give automakers more time to adjust. There is considerable uncertainty regarding when and to what extent tariffs will impact automakers. But if you’ve been eyeing a Ford Maverick or a Mustang Mach-E or considering trading in for a new F-150, the next few weeks will probably be the optimal time to head to the dealer.
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