Ford Motor Co. recorded a 16% increase year-over-year in U.S. sales in April, the Dearborn, Michigan, automaker said Thursday, attributing the growth to its “From America, For America” employee discount pricing campaign.
On the day President Donald Trump’s 25% tariffs on imported vehicles into the United States took effect in early April, Ford announced it was offering employee “A plan” pricing to its customers, offering savings of roughly $2,000 to $10,000 per vehicle on most of its lineup. That campaign, which Ford said this week will run through the July 4 weekend, sought to offer customers facing confusion and uncertainty from tariffs some clarity and confidence.
That perhaps means mission accomplished: With dealer digital services provider Cox Automotive Inc. projecting 4.6% year-over-year sales growth for the industry, Ford outpaced much of its competition.
It wasn’t all up. All-electric vehicles fell 39% in April. Ford cited the model-year changeover for the F-150 Lightning that was down 17% and the Mustang Mach-E that was down 40%, causing their days of supply to fall to 19 and 9 days, respectively, going into April. The 2025 model year vehicles now are hitting dealer lots. Ford also extended its Power Promise, offering to pay for a Level 2 home EV charger for EV buyers and its standard installation through the July 4 weekend. The E-Transit commercial van also fell 82%.
Gas- and diesel-powered vehicles, however, make up 86% of Ford’s U.S. sales, and those were up 18% for the month. Ford pickups had their best April sales results in 25 years, increasing 23% from last year. F-Series pickups were up 13%, Maverick small truck sales hit a sales record, up 67%, and Rangers increased by 62%.
Including pickups, trucks and vans were up 19%, with the Transit commercial van down less than 1%. Hybrids also hit an April sales record, up 30%. Maverick hybrids grew 58%.
Ford brand SUVs were up 10%. Expedition, whose fifth-generation just launched, had its best April since 2004 with sales up 41% from last year. Bronco gained 73% for a best April, and the smaller Bronco Sport was up 55%. Explorer and Escape grew 8.8% and 4.6%, respectively. Mustang coupes rose 5.7%.
Lincoln had its best April since 2007 with sales up 40%. Navigator had its best April since 2003, up 139%. Nautilus hit a record April, up 33%, including hybrids up 63%. Corsair was slightly down, and Aviator increased 38%.
