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Ford CEO on tariffs: ‘This is a moment for Ford to differentiate itself’
Ford is using its U.S. footprint and deep inventory to play offense. (3 min. read)
Marcus Amick
April 09, 2025
Ford $F ( ▲ 4.07% ) CEO Jim Farley is making the rounds—promoting the company’s new tariff-inspired pricing campaign to grow its customer base.
First things first: In a recent interview with FOX News’ Laura Ingraham of the Ingraham Angle, Ford CEO Jim Farley described the “From America, For America” program—which aims to differentiate the company in the U.S. market and make Ford vehicles more affordable for car buyers as tariffs create economic anxiety.
“From America, For America”—which is scheduled to run until June 2—offers all U.S. customers employee pricing on a range of 2024 and 2025 gas, hybrid, plug-in hybrid, and diesel Ford and Lincoln vehicles.
Ford has also extended its complimentary home charger and installation program—Ford Power Promise—until June 30 for those considering a Ford EV.
What they’re saying: “We build more companies in the U.S. than any other brand. We export more, and we have more factory workers, so we never let the U.S…We believe this is a moment for Ford to differentiate itself, for us to really highlight the American car industry the moment it’s being discussed,” stated Farley.
Why it matters: Ford is using its U.S. footprint and deep inventory to play offense. And by stacking employee pricing on top of existing incentives, Ford’s creating deals most competitors simply can’t match right now.
Zooming in: Farley—who initially was very critical of tariffs—also talked about the ability of the auto levies to put Ford on equal footing with China-based car companies like BYD, which has been gaining ground globally.
This is a “chance to work with this administration to compete on a fair playing field—which these tariffs, especially those coming from China, and other trading partners…to really put us on an equal footing,” Farley added. “I’ve seen this play out for four decades, whether it’s non-tariff barriers or tax policies in those countries. We see all of the fair and unfair ways our competition plays globally.”
Bottom line: Yes, it’s definitely a strategic marketing play. But it’s also smart positioning. And it’s using that positioning to pull ahead now—while others still calibrate.
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