Ford Motor is leaning into the tariff moment with a new ad campaign that highlights its American-made vehicles and extends its employee discounts to the wider buying public. The campaign, dubbed “From America,

So color pretty much everyone surprised when, the day after the latest tariffs went into effect, Ford rolled out a splashy marketing push declaring it's opening discounted employee pricing up to all customers,

Ford’s new discounts apply to all new 2024 and 2025 vehicles, except for specialty versions of the Bronco sport-utility vehicle; the Mustang sports car; Super Duty versions of F-Series pickups; and a few other models. “Consumers will pay what we pay,” Rob Kaffl, Ford’s director of U.S. sales and dealer relations, said in a statement.