Momentum matters, and in the past few months we have had plenty of it.
In April, we introduced the Ford Motor Company: From America, For America employee pricing for all campaign, helping drive showroom traffic to levels we haven’t seen in years. It also helped make Ford the No. 1 selling brand in America for the first half of the year.
Total sales climbed in the second quarter at a pace of about seven times the overall industry growth rate. Whether it was a Bronco Sport headed for the lake, an F-150 bound for the jobsite, or a Mustang ready for summer road-trip season, customers responded to the straightforward promise — pay what a Ford employee pays — and have done so since we kicked off this campaign 95 days ago.
Success like that is energizing, but it also gives us something even more valuable: a chance to listen and further improve.
What customers told us
Employee pricing for all was easy to understand and resonated well with customers. But we also heard from our Ford and Lincoln dealers that more customers could benefit if we could reduce the up-front, out-of-pocket expense to buy or lease a vehicle.
Many families have seen their savings go toward higher mortgage rates and summer travel costs. They want a new vehicle, but want options that allow them to forgo an up-front down payment.
So, beginning July 8, we’re evolving. The employee pricing for all campaign transitions to the 0/0/0 summer sales event1. It features zero down payment, zero percent interest for 48 months2, and zero payments for the first 90 days on most of our Ford and Lincoln nameplates.
It’s the same transparent, easy-to-shop approach for our customers. And for those interested in an electric vehicle, we are extending the Ford Power Promise through Sept. 30, 2025.
Why now?
Summer is peak driving season. Families are on the move, students are preparing for the fall, and small-business owners are eyeing second-half demand. A lower upfront cost lets them get into the vehicle they need today instead of waiting.
We also know the cost of ownership also weighs on a lot of consumers’ minds. And we’ll provide customers with a two year Ford Protect Premium Maintenance Plan on us. That’ll cover things like oil changes and tire rotations. We know that the average age of a vehicle on U.S. roads today is about 13 years, creating for many customers the need for a new car.
When we say Ford Motor Company: From America, For America, that includes real-world budgets.
We will always adjust when customers tell us there’s a better way to serve them. Our employee-pricing program proved that transparent, national offers resonate.
Our new summer sales campaign program proves that listening never stops.
Rob Kaffl is Ford director, U.S. sales and dealer relations.