Ford has announced an increase in sticker prices for three U.S. models imported from Mexico, with rises of up to $2,000 per vehicle. This decision comes shortly after company executives expressed optimism about stable industry-wide car pricing for the year.
The increase, revealed in a memo to Ford dealerships and confirmed by the automaker, indicates that prices will rise between $600 to $2,000 depending on the vehicle’s features. However, this price hike will only apply to vehicles produced after May 2 and will not affect those already on dealership lots.
According to Ford spokesman Said Deep, this move is part of the company’s typical mid-year pricing adjustments combined with rising tariff costs. Deep emphasized that Ford had not transferred the full burden of these tariffs onto consumers, highlighting their commitment to balancing customer interests with business needs.
Since early April, imported vehicles have been subjected to tariffs of up to 25%. Major automotive manufacturers, including Ford, import various models from foreign facilities, including Mexico. The affected Ford models in this price increase are the Mustang Mach-E electric vehicle, the Maverick midsize pickup, and the Bronco Sport SUV, which collectively represented approximately 17% of Ford’s U.S. sales in the first quarter.
Although the MSRP has increased, it does not dictate the final sale price, as negotiations between buyers and dealers can vary widely. Most automakers have been hesitant to significantly raise prices in light of import tariffs.
In a recent media briefing, Ford’s CFO Sherry House refrained from discussing specific pricing strategies but indicated that she does not anticipate dramatic increases in new car prices across the U.S. for the remainder of the year, despite ongoing tariff impacts. Ford is preparing for approximately $1.5 billion in expenses related to these tariffs.
In a complementary note, Ford continues to offer promotional “employee pricing” for customers until July 4, supported by a sufficient inventory of vehicles manufactured prior to the tariff implementation, ensuring that customers can find suitable options despite the impending price adjustments.