Just days after signaling no major price hikes were expected industrywide, Ford Motor Company has announced it will raise sticker prices on its Mexico-built vehicles by up to $2,000. This mid-year pricing adjustment affects three popular models: the Mustang Mach-E electric vehicle, the Maverick midsize pickup, and the Bronco Sport SUV—together representing roughly 17% of Ford’s U.S. sales in Q1.
The company confirmed in a memo to dealers that the MSRP (Manufacturer’s Suggested Retail Price) increase will range from $600 to $2,000, depending on vehicle features. These price changes will apply only to vehicles produced after May 2, not those currently on dealership lots.
Ford attributes the adjustment to its routine mid-year pricing strategy, combined with the financial impact of recent tariffs. As of April 3, imported vehicles and parts face tariffs of up to 25%, increasing production costs across the industry. “We have not passed on the full cost of tariffs to our customers,” said Ford spokesperson Said Deep. “Our approach continues to be doing what’s right for our customers – and our business.”
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It’s worth noting that MSRP doesn’t always reflect the final sale price, which is typically negotiated between buyers and dealerships. Ford also continues to offer promotional “employee pricing” through July 4, supported by a healthy inventory of pre-tariff vehicles.
Despite the new cost pressures, Ford executives maintain a measured outlook. CFO Sherry House recently stated the company anticipates only a modest industry-wide pricing uptick—around 1% to 1.5%—in the second half of the year. Still, Ford estimates it will absorb about $1.5 billion in tariff-related costs for the remainder of 2025.
For dealers and consumers alike, these developments underscore the continued volatility in global supply chains and the importance of staying agile in pricing strategy and purchasing decisions.
