Automakers Ford and Stellantis are trying to capitalize on consumer concerns amid the 25% tariffs on imported vehicles by offering employee-pricing programs. Hyundai Motor has also announced that it will not raise prices for at least two months.
Industry analysts view these actions as a way to get vehicles off dealership lots and maintain sales despite uncertain market conditions due to the tariffs. Ford’s employee pricing program, called “From America, For America,” aims to promote its US operations and assist sales amidst consumer concerns and economic uncertainty caused by Trump’s tariffs.
Ford offered the program in response to the new levies, which took effect on Thursday. The company stated that it wants to help customers during uncertain times. Ford dealer Marc McEver praised the move, saying it will drive sales and is a great play for customers.
The strategy is also backed by higher vehicle prices and profits since the COVID pandemic. Stellantis announced a similar employee-pricing program, while Hyundai Motor opted not to raise prices. Analysts point out that these companies have inventory and need to sell vehicles to make way for new models and maintain market share.
With Ford and Stellantis having a large U.S. production footprint, they are seen as well-positioned automakers in the current market. The move is an attempt to capitalize on consumer concerns and drive sales amidst uncertain conditions due to the tariffs.
Source: https://www.cnbc.com/2025/04/05/automakers-seek-opportunity-in-the-chaos-of-trumps-tariffs.html