Ford has launched its employee pricing campaign on May 1, 2026, during the Kentucky Derby, to celebrate America’s 250th anniversary. This initiative allows consumers to buy most new 2025 and 2026 Ford and Lincoln vehicles at prices below MSRP.
The promotion runs until July 6, 2026. Eligible vehicles include popular models like the Mustang, Escape, Explorer, and F-150. Ford aims to provide substantial savings for consumers amid rising vehicle costs.
Key details of the promotion:
- Ford’s employee pricing typically reduces selling prices by 3% to 5%, potentially saving consumers nearly $2,000.
- The average cost of a new vehicle is now nearly $50,000, reflecting a 30% increase over six years.
- The average monthly payment for new vehicles has reached $775.
Andrew Frick of Ford stated, “Ford has always believed that American values are more than words—they’re actions.” He emphasized that customers will pay what a Ford employee pays, highlighting the company’s commitment to valuing its customers.
This campaign coincides with the Kentucky Derby, where Ford is the ‘Official Horsepower.’ The company has a long history with the event and sees it as a fitting backdrop for this celebration of American values.
Ford employs over 13,000 workers in Kentucky and assembles more vehicles in the U.S. than any other automaker. In the first quarter of 2026, Ford recorded $2.5 billion in net income, reflecting its strong market position despite overall sales declines in the U.S.
The next expected development is how this campaign will impact vehicle sales as Ford seeks to attract more consumers during this celebratory period.
