“Ford has always believed that American values are more than words—they’re actions,” said Andrew Frick, Ford’s Vice President of Sales. This sentiment echoes through the automaker’s new employee pricing campaign, launched on May 1, 2026, during the iconic Kentucky Derby. The initiative aims to celebrate America’s 250th anniversary while offering consumers substantial savings on a range of Ford and Lincoln vehicles.
Key details:
- The employee pricing promotion allows consumers to purchase most new 2025 and 2026 Ford and Lincoln vehicles at prices below MSRP.
- This promotion runs through July 6, 2026.
- Eligible models include popular choices like the Mustang, Escape, F-150, and the Bronco series.
Frick emphasized that this campaign is not just about discounts. “Customers will have the ability to pay what a Ford employee pays, which was our way of showing how we value our customers and want to treat them like family,” he noted. Such initiatives align with Ford’s commitment to American workers—employing more U.S. hourly workers than any other automaker.
The average cost of a new vehicle has surged to nearly $50,000, reflecting a staggering 30% increase over the past six years. Amid this challenging landscape for consumers, Ford’s employee pricing typically reduces vehicle costs by 3% to 5%, potentially saving buyers around $2,000.
This promotional effort also coincides with Ford’s strong financial performance; the company reported a net income of $2.5 billion in the first quarter of 2026. Despite an overall decline in U.S. vehicle sales during this period, Ford managed to grow its retail share—a testament to its strategic initiatives.
As part of its longstanding relationship with the Kentucky Derby—where it is recognized as the ‘Official Horsepower’—Ford continues to intertwine its brand with American culture and values. The Derby serves as an apt backdrop for such a significant announcement.
This campaign marks a shift in how automakers approach consumer engagement during pivotal moments in history. By linking vehicle sales to national celebrations, companies like Ford can foster deeper connections with their customers while promoting their products.
