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By now, you definitely understand what Trump’s tariffs are and how they impact both new and used car shoppers. Trump’s new tariffs on imported cars and foreign-made parts are expected to increase the cost of new cars by $4,000 to $12,000.

Even if a car is built in America, manufacturers must pay a 25% fee if it contains any foreign materials. The problem is, literally every single car that’s sold—or made—in America is made with foreign parts.

To help its customers, Ford launched a new sales campaign called “From America, For America.” Ford is including its employee discount program—the “A-Plan”—in the campaign, offering $2,000 to $10,000 off vehicles, depending on the model, through June 2.

Ford wouldn’t provide a full list of vehicles that are being discounted, but the company said “most of the 2024 and 2025 models.” The only models that are excluded are the F-150 Raptors, 2025 SuperDuty pickups, the Expedition, Lincoln Navigator, and fleet vehicles.

But wait! There’s more to this Ford deal

The Detroit Free Press spoke to a local dealership, which anonymously reported that “a customer purchasing a $65,000 F-150 XLT would spend $55,000 with the A Plan, while a Ford Escape ST SUV would drop from $36,300 to $33,000.”

Aside from the vehicle discounts, Ford is also extending its promise to provide a free at-home charger (including installation) for purchasers or lessees of a Mustang Mach-E, F-150 Lightning, or E-Transit van.

“We’re in a very competitive position in our stock. And the auto sector, and overall public, has seen a lot of uncertainty in the market right now, especially in the automotive space,” Rob Kaffl, Ford’s director of US sales, told the outlet. “So we feel by providing this message in ‘From America, For America,’ we’re providing some security.”

Readers think it’s a smart strategy

Several automakers have already increased their vehicle prices to offset the cost of the import fees. Ford’s announcement, many say, is a great way to earn more business from buyers who may not have ever owned a Ford.

“The Ford CEO is brilliant. His timing is perfect, and the marketing ploy will win him a lot of satisfied customers. Good for him,” one reader wrote.

Someone else said it’s a wise way to clear the inventory of cars that otherwise don’t sell well.

“Respectfully, Ford dropped its prices only on models it was going to dump as it pivots to hybrids. What economists predict is that prices for domestically produced cars will go up as foreign competition becomes less affordable,” they wrote.

Others said the strategy was similar to that of furniture stores.

“Furniture store pricing,” they wrote. “Discounting already jacked up prices doesn’t magically make it a good deal.”