Ford’s new strategy includes big discounts, employee pricing for all, and free EV chargers

Ford’s vehicles are about to get a whole lot cheaper. With its new “From America, For America” campaign, launched Thursday, Ford is rolling out steep discounts, including employee pricing for all, and a free home charger for EV buyers.

The new campaign promotes Ford’s “American-made” vehicles with some pretty sweet deals. Ford is offering employee pricing on most 2024 and 2025 model vehicles.

All Ford and Lincoln models except the F-150 Raptors, 2025 Super Duty pickups, and Expedition are included. The Lincoln Navigator and Ford’s fleet vehicles are also excluded.

Ford is also extending its “Power Promise” promo, which offers EV shoppers a free Level 2 home charger (plus standard installation), 24/7 live electric vehicle support, roadside assistance, and an 8-year, 100,000-battery warranty.

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The program was initially launched in October, but Ford extended it through the end of March after seeing an uptick in EV sales.

Ford’s Power Promise now runs through June 30 and is available for any new EV purchase or lease, including the Mustang Mach-E and F-150 Lightning pickup.

According to Rob Kaffl, Ford’s director of US sales, the company is able to offer steep discounts because it has the inventory. Kaffl told The Detroit Free Press, “We’re in a very competitive position in our stock.”

With “a lot of uncertainty in the market right now” amid Trump’s new tariffs taking effect, Kaffl said Ford’s new “From America, For America” will provide some security.

How significant are the discounts? Well, it will depend on the vehicle’s cost. A Ford dealer (who asked to remain anonymous) said an F-150 XLT hybrid with an MSARP of $65,000 would cost $55,000 under the employee pricing plan. The price of an Escape ST SUV, with an MSRP of $36,300, would be cut to $33,000.

Ford introduced the 2025 F-150 Lightning last week, with a new “Dark Elements” package and improved charging features. It still starts at $62,995.

The 2025 Ford Mustang Mach-E starts at $36,495 and is available in RWD (260-mile range) or eAWD (240-mile range). Upgrading to the extended battery will cost an extra $5,500 (eAWD only).

Electrek’s Take

The new promo comes after Ford reported on Tuesday that US sales fell by 1.3% in the first quarter. Despite limited inventory, the Mustang Mach-E is off to a record start in 2025, with over 11,600 units sold, outpacing the Chevy Equinox EV and Honda Prologue.

GM reported US sales growth of nearly 17% in the first three months of 2025. After EV sales doubled to 31,887, GM remained the number two seller of EVs in the US behind Tesla, topping Ford’s 22,550.

Although Ford has the largest manufacturing footprint in the US of any legacy automaker, CEO Jim Farley says it’s still not immune to the tariffs.

Ford imports about 21% of the vehicles it sells in the US. GM imports around 46%. Both are looking to get ahead of any potential impacts.

Ready to snag the savings on Ford’s electric vehicles while they are still here? You can use our links below to find deals on the Ford F-150 Lightning and Mustang Mach-E models in your area.