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.

Ford Motor on Thursday announced that it would allow car shoppers to buy its 2024-25 vehicles, including gas, electric and hybrid-powered models, at the discounted price the automaker offers to its employees.

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,