Dearborn, MI (WWJ) -- Employee pricing for all is back, with a new campaign from Ford.
“For the second year in a row we’re going to be launching what I think is one of the most exciting automotive campaigns around,” says Robert Kaffl, Ford’s executive director for US sales.
This year’s campaign ties in with America’s 250th birthday, with the title “American Value for American Values.” A year ago, Ford launched an employee pricing campaign to try to ease fears that tariffs would lead to big price increases. This one is more of a celebration.
“This year’s campaign, you’ll see a little bit different focus on thanking all those consumers across the US who have supported our brand for all these years,” says Kaffl.
Employee pricing campaigns can cut thousands of dollars off of the sticker price of a new vehicle. The vast majority of Ford and Lincoln vehicles are covered by this campaign, with the exception of some specialty products, like high speed Raptor versions of certain trucks.
They also tend to give carmakers an immediate boost to their sales, as they resonate with customers.
“Y’know, now back and forth,” says Kaffl. “It probably will be one of the easiest transactions for someone that has not gone and purchased under employee pricing that they will ever experience across any shopping period.”
Last year’s employee pricing program, called “From America, For America” was extended several times. This year’s deals run through July 6th.
A major ad campaign will launch during the Kentucky Derby broadcasts. Ford also plans to leverage it’s new partnership with Major League Baseball to promote the discounts.
This comes as sales so far this year have been solid, but running slightly behind last year's levels, which were inflated from buyers trying to beat anticipated tariff price increases.
Kaffl expects the promotion to bring more people into Ford and Lincoln dealerships.
“We think opening up employee pricing cuts through, ‘Is this a good time to buy? Am I getting the best deal that’s out there?’
