“Ford has always believed that American values are more than words—they’re actions,” said Andrew Frick, Ford’s vice president of sales. This sentiment echoes through the company’s latest initiative, launched on May 1, 2026, during the iconic Kentucky Derby, aiming to celebrate America’s 250th anniversary while providing significant savings to consumers.
The new campaign, aptly named “American Value. For American Values.”, allows customers to purchase most new 2025 and 2026 Ford and Lincoln vehicles at employee pricing—often below the Manufacturer’s Suggested Retail Price (MSRP). The promotion runs through July 6, 2026, extending an olive branch to consumers feeling the pinch of rising vehicle costs.
With the average new vehicle price hovering around $50,000—a staggering 30% increase over the past six years—many buyers are searching for ways to ease their financial burden. Frick emphasized that this campaign isn’t just about sales; it’s about making vehicles more accessible. “Customers will have the ability to pay what a Ford employee pays, which was our way of showing how we value our customers and want to treat them like family,” he added.
This year’s offering includes a wide range of models: from the Mustang and Mustang Mach‑E to the F‑150 Lightning and Explorer. However, some popular models like the Transit Wagon and F‑150 Raptor are not included in this promotion. Still, the inclusion of Super Duty pickups—previously excluded—reflects Ford’s intent to broaden its appeal.
Key details of the employee pricing campaign:
- The campaign runs from May 1 through July 6, 2026.
- Eligible vehicles include popular models like the Bronco Sport, Maverick, and Expedition.
- The average savings for consumers could reach nearly $2,000.
- Ford employs over 13,000 hourly workers in Kentucky alone.
- The company reported a net income of $2.5 billion in Q1 2026.
Ford’s history with the Kentucky Derby is rich; they’ve often used this prestigious event as a backdrop for launching campaigns. As they celebrate both American history and their own legacy within it, this initiative feels particularly timely. Yet, amidst all this celebration lies a serious commitment to supporting American workers and small business owners who form the backbone of their customer base.