Automakers seek ‘opportunity in the chaos’ of Trump’s tariffs

As Trump’s 25% auto tariff shocks the global car trade, some U.S. automakers aren’t backing down — they’re doubling down.

Ford ($F) just launched an aggressive new employee pricing program, dubbed “From America, For America,” offering steep discounts to U.S. buyers — and it’s not alone. Stellantis ($STLA) followed with a similar campaign, while Hyundai pledged to freeze prices for two months to calm consumers amid the uncertainty.

Executives see the chaos as an opportunity to move excess inventory, protect market share, and win a new kind of buyer — the patriotic deal hunter.

“We understand these are uncertain times… we want to help,” Ford said in a statement, pointing to its large U.S. production footprint and “a lot of choice” for buyers.

The discounts come as the 25% auto import tariff takes effect and broader U.S. trade friction spirals into global retaliation. Analysts say the move is more than just PR — it’s a strategic push to keep vehicles moving before a potential recession hits.

🛠 Tariffs Hit, Discounts Land

Ford’s offer went live the day the tariffs kicked in and will run until June 30.
Stellantis quickly followed with its own price-slashing initiative.
Hyundai isn’t cutting yet — but it promised no price hikes for now.

According to Cox Automotive, dealer lots are full — with Ford and Stellantis brands sitting on some of the highest vehicle inventory levels in the industry:

Average days’ supply across the U.S.: 89 days
Stellantis brands: 110–130 days

“It’s really exciting to see Ford take the lead… it’s a great play,” said a Kansas-based Ford dealer, praising the timing.

📉 Ford’s Q1 U.S. sales: -1.3%
📉 Stellantis Q1 sales: -12%

🏁 Final rush before a slowdown?
New-vehicle sales in March beat all expectations, surging to 1.59M — the best month in four years — as consumers rushed in before tariffs took full effect.

Even Hyundai’s U.S. CEO admitted last weekend was one of the best sales periods he’s “seen in a very, very long time.”

🧨 With JPMorgan now forecasting a 60% chance of a U.S. recession by year-end, this early sales surge might be the last gasp before the slowdown.