Ford Cuts Prices and Gives Free EV Chargers in US Campaign

Ford launches new discounts and free EV home chargers for US buyers amid tariffs and sales drop. See how the “From America, For America” plan works.

Ford is going all in with its bold new campaign “From America, For America,” slashing prices on most 2024 and 2025 models and offering free home chargers to EV buyers. The initiative comes as a direct response to cooling demand and the looming uncertainty caused by new tariffs on vehicle imports.

The centerpiece of the strategy is straightforward: employee pricing is now open to everyone. Nearly all Ford and Lincoln vehicles qualify, except for the F-150 Raptor, the 2025 Super Duty lineup, the Expedition, the Navigator, and fleet models. The discounts are significant—a dealer revealed that an F-150 XLT hybrid with an MSRP of $65,000 drops to $55,000 under the plan. An Escape ST SUV falls from $36,300 to $33,000.

With Q1 sales down 1.3%, Ford is leveraging its strong inventory position to gain ground. “We’re in a very competitive position in our stock,” said Rob Kaffl, director of U.S. sales, emphasizing Ford’s ability to act decisively in a volatile environment.

EVs remain a core focus. The automaker is extending its Power Promise through June 30, 2025, giving every new EV buyer or lessee—such as those choosing a Mustang Mach-E or F-150 Lightning—a complimentary Level 2 home charger with standard installation. The offer also includes 24/7 EV support, roadside assistance, and an 8-year, 100,000-mile battery warranty. Importantly, this benefit is only available through participating dealerships, which choose whether to opt into the program individually.

The initiative, launched last October, has already paid off. The Mustang Mach-E is seeing a record-breaking start to 2025, with over 11,600 units sold, outpacing rivals like the Chevy Equinox EV and Honda Prologue. Meanwhile, GM remains the nation’s second-largest EV seller after Tesla, moving nearly 32,000 units in Q1 alone.

Ford’s move also anticipates external pressure. On March 26, former President Donald Trump signed off on a sweeping 25% tariff on imported vehicles and components, including key EV parts like batteries and motors. These tariffs, effective in part from April and fully by May, could disproportionately impact automakers with large import ratios. With 79% of its U.S. sales manufactured domestically, Ford stands to benefit, while GM—with 46% of its vehicles imported—may face headwinds.

While analysts remain cautious in their outlooks, Ford’s aggressive price cuts and patriotic branding suggest a calculated effort to secure its footing in a shifting automotive landscape. The “From America, For America” push is more than just marketing—it’s a high-stakes bet on volume, loyalty, and the strength of domestic production.

Source: electrek.co