Ford launched its ‘American Value. For American Values.’ campaign on May 1, 2026, during the Kentucky Derby. This initiative allows consumers to purchase most new 2025 and 2026 Ford and Lincoln vehicles at employee pricing, significantly below manufacturer’s suggested retail price (MSRP).
The employee pricing promotion runs through July 6, 2026. Eligible vehicles include popular models like the Mustang, Escape, Explorer, and F-150.
Andrew Frick of Ford stated, “Ford has always believed that American values are more than words—they’re actions.” He emphasized that this campaign aims to honor American workers and small business owners.
Frick added, “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.” This initiative coincides with America’s milestone anniversary.
Key details of the promotion:
- Eligible models include Mustang Mach‑E, Bronco Sport, Maverick, Ranger, and others.
- Ford’s pricing generally reduces vehicle costs by approximately 3% to 5%, potentially saving consumers nearly $2,000.
- The average cost of a new vehicle is nearly $50,000 as of 2026.
Ford employs over 13,000 hourly workers in Kentucky. The company assembles more vehicles in the U.S. than any other automaker. Despite a decline in overall U.S. vehicle sales, Ford’s retail share grew in early 2026.
The campaign aligns with Ford’s status as the ‘Official Horsepower of the Kentucky Derby,’ reflecting its deep-rooted connection with American culture and values. Ford recorded $2.5 billion in net income for Q1 2026.
