Ford has announced a new deal to get buyers into a showroom. Called the 0-0-0 Summer Sales Event, the automaker is offering new buyers a zero down payment, zero percent interest rate for 48 months, and zero payments for 90 days on some of its Ford and Lincoln vehicles. For EV customers, the Ford Power Promise, which includes a complimentary home charger and free installation, also extended to September 30.
The 0-0-0 deal arrives hot on the heels of Ford’s last promotion, which was called From America, For America. That employee-pricing-for-all program began April 3 and was so successful that Ford extended it all the way through July 4. Initial reports indicate it was a huge success, helping the automaker increase its market share in the U.S. by 1.4 points year-over-year in the month of May. Ford appears to be doubling down on this sales strategy, kicking off the summer with another enticing offer.
What’s In The Fine Print?
What’s stopping you from going down to your nearest Ford dealer and scooping up a new car thanks to this 0-0-0 deal? Well, the car you want may be excluded from the deal. The list of excluded vehicles is not short.
You should also know that tax, title, license, and dealer fees are, like always, extra, and Ford says not all buyers will qualify.
Excluded Vehicles
- 2025/24 Ford F-150 Raptor and Raptor R
- 2025 Ford Bronco Sport
- 2025 Ford Bronco
- 2025 Ford Expedition
- 2025/24 Ford Maverick
- 2025/24 Ford Ranger
- 2025/24 Ford Transit
- 2025/24 Ford Super Duty
- 2025 Lincoln Navigator
- 2024 Ford F-150 Lightning
- 2024 Ford Mustang Mach-E
Including a list of what vehicles are eligible for the 0-0-0 deal may have taken less time, but here we are. The list of excluded vehicles is long and includes some of the company’s most popular vehicles, such as the Bronco Sport, Maverick, and Ranger.
Thankfully, all Mustangs appear to be eligible for the summer sales event (except the ’24 Mach-E, if you consider that a real Mustang), as are the new Explorer, most F-150 trims, and the Escape.
You should also know that tax, title, license, and dealer fees are, like always, extra, and Ford says not all buyers will qualify. Those who won’t likely have their credit score to blame for not being eligible for financing through Ford.
TopSpeed’s Take
Back in 2012, a new CEO at J.C. Penny decided to buck industry trends and replace the store’s coupon sales with everyday low prices. The move was a disaster, from which some say the retailer has yet to recover to this day. It also became a case study for the power of the sale. Shoppers love believing they’re not paying full price, and their interest will turn elsewhere without that belief. Ford knows this and is giving the people what they want.
Whether it’s a bunch of zeros or employee pricing for all, the sort of national campaigns that Ford is executing this year seem to resonate with American buyers. If the only thing it does is get a potential customer off the couch and in the doorway of a dealership, it’s done its job. The real question is, if the 0-0-0 deal is as successful as employee pricing was, for how long will it be extended, and what will the company follow it up with this time?
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