Ford says employee pricing discount campaign boosted US market share by nearly 2 points
A lesson to automakers: if you make it cheaper, they will come.
At Wednesday morning’s Deutsche Bank global auto conference, Ford’s president of Ford Blue and Ford Model e, Andrew Frick, said the F-150 maker saw its US market share spike nearly two points in the 60 days after it instituted its employee pricing discount program.
According to Frick, Ford’s US share is 14.7% as of the end of May, up 1.9% from last year. Ford began the promotion in early April, when President Trump’s 25% auto tariff took effect.
“A lot of times in this industry we fight for tenths of [market] share, and to have a 1.9% increase year over year was very strong. And we did it with our profit pillars,” Frick said, adding that Ford trucks saw their best sales month in two decades.
More than 80% of the vehicles Ford sells in the US are built here, compared to 54% for rival GM. Ford has said it will end the employee pricing discount — and potentially start raising prices — following the July 4 holiday.
