Ford $F ( ▲ 1.28% ) is building on the success of its “From America, For America” employee pricing campaign amid tariff concerns—transitioning the initiative into the “Zero-Zero-Zero” summer sales event.
The details: The new pricing incentive strategy—launched July 8,—aims to reduce the upfront, out-of-pocket expense to buy or lease a new vehicle, as many families try to manage other expenses such as higher mortgage rates.
“Zero-Zero-Zero” features zero down payment, zero percent interest for 48 months, and zero payments for the first 90 days on most Ford and Lincoln vehicles.
The automaker has also extended its Ford Power Promise—which includes a complimentary home charger and standard installation for EV buyers—to Sept. 30.
Ford is also providing new vehicle buyers with a two-year Ford Protect Premium Maintenance Plan that covers services like oil changes and tire rotations.
What they’re saying: “Summer is peak driving season. Families are on the move; students are preparing for the fall; and small-business owners are gearing up for a strong second half. A lower upfront cost lets them get into the vehicle they need today instead of waiting,” read a company statement.
Why it matters: Ford’s employee pricing strategy is credited with helping to boost the automaker’s Q2 sales, which saw Ford’s deliveries increase 14.2% and Lincoln’s surge 31%, the luxury brand’s highest second quarter sales period in 18 years.
Between the lines: Ford’s move to shift its employee pricing incentive into the “Zero-Zero-Zero” campaign comes as tariff-affected vehicles begin to roll into dealer lots.
The Ford Maverick, Mustang Mach-E, and Bronco Sport—built in Mexico—are subject to a 25% tariff, which prompted the automaker to raise the prices on the vehicles in May.
Ford has automotive parts impacted by the tariffs as well—which could potentially lead to price increases on other models.
Bottom line: Ford’s “Zero-Zero-Zero” campaign signals a strategic push to maintain sales growth and customer loyalty despite external pressures like tariffs and rising interest rates—aiming to reassure its investors, dealers, and suppliers that it can adapt quickly to shifting economic and policy landscapes.
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