DEARBORN, Mich. — Ford Motor Company announced Thursday it will offer employee pricing to all U.S. customers for a limited time, allowing consumers to “pay what we pay” on most vehicles in its lineup.

The “From America, For America” initiative runs from April 3 through June 2, providing significant savings on a wide range of 2024 and 2025 gas, hybrid, plug-in hybrid and diesel Ford and Lincoln vehicles.

“In times like these, talk is cheap,” Ford said in its announcement. “At Ford, we believe in action.”

The promotion comes just one day after President Donald Trump announced sweeping new tariffs on nearly all U.S. trading partners — including a 34% tax on imports from China and 20% on the European Union. These tariffs follow earlier 25% taxes on auto imports announced last week.

Economists warn the tariffs could trigger sharp price increases across many consumer goods, including vehicles. Olu Sonola, head of U.S. economic research at Fitch Ratings, said the average U.S. tariff rate would jump from 2.5% to roughly 22% in 2024.

Ford’s employee pricing promotion excludes Raptors, 2025 Expedition and Navigator SUVs, and Super Duty trucks.

Electric vehicle shoppers will receive additional benefits, as the employee pricing comes on top of Ford’s Power Promise, which includes a complimentary home charger and standard installation through June 30.

The company cited uncertain economic times as a driving factor behind the promotion and said it has sufficient retail inventory to support the initiative.

Ford emphasized its 121-year history of supporting American jobs and manufacturing vehicles that Americans rely on daily, positioning itself as a distinctly American brand at a time when imported vehicles face significant new tariffs.