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.

DETROIT (Reuters) -Ford Motor plans to announce discounts across multiple models starting Thursday, three sources said, leaning on its healthy inventory to offer customers thousands of dollars off as competitors hike prices to absorb tariff costs.

In new ad campaign promoting Ford's U.S. manufacturing footprint, the automaker looks to gain a competitive advantage during the turbulent times.