As Memorial Day car sales heat up across the country, most automakers are pulling out all the stops to move inventory. Not Ford. While competitors like Chevrolet, Jeep, and Ram are offering thousands off in cash allowances and low-APR financing, Ford’s incentives are noticeably absent—or underwhelming at best. At the same time, Ford is raising prices on three of its most popular models, all while sitting on one of the highest inventories in the market.
It’s a bold move, and not a good sign.
New tariffs imposed by the Trump administration are beginning to ripple through the auto market, and Ford’s latest actions suggest it’s feeling the pressure more than most. From new price hikes to a disappointing Memorial Day sales strategy, the evidence is piling up: Ford is hurting.
Ford Raises Prices as Tariffs Hit Home
Effective May 2, Ford began raising prices on three of its most in-demand, Mexico-built vehicles: the Mustang Mach-E, Maverick, and Bronco Sport. The hikes—up to $2,000 on select trims—arrived just days after Ford warned investors that tariffs would add $2.5 billion in costs this year and suspended its earnings guidance.
A Ford spokesperson claimed the move was part of “usual” mid-year adjustments, “combined with some tariffs we are facing.” But calling this business-as-usual is a stretch. Ford is among the first major automakers to increase sticker prices in response to the tariffs, and it likely won’t be the last.
What’s especially notable is who hasn’t raised prices yet: General Motors. GM says it will also face billions in additional costs from tariffs, but so far, it has not raised MSRPs. That puts Ford in a uniquely precarious position—caught between bloated inventory and rising production costs, with few appealing offers to draw in buyers.
Ford’s Memorial Day Deals Fall Flat
Ford’s Memorial Day incentives are lackluster to say the least. In contrast to Chevrolet, Jeep, and Ram, which are offering steep discounts and compelling APR financing, Ford is mostly sticking to the basics during a prime time for selling cars. For shoppers hoping for big Memorial Day deals from the Blue Oval, it’s slim pickings.
Here’s how Ford’s incentives stack up against rival brands for top models:
Offers for the Ford F-150 are no where near the deals available for other full-size trucks.
| APR Offer | Cash Offer | Lease Offer | |
| F-150 | None advertised | Employee pricing ($3,000 – $5,000 savings est.) | Lease the XLT from $619/mo for 48 months with $5,388 due |
| Silverado 1500 | 0.9% APR for 60 months | $3,500 cash allowance | Lease the LT 2FL from $409/mo for 36 months with $5,289 due |
| Ram 1500 | 1.9% APR for 72 months | $7,000 cash for FCA lessees, and employee pricing ($3,000 – $5,000 savings est.) | Lease the Big Horn from $369/mo for 42 months with $4,519 due |
The Explorer is Ford’s #2 seller, after the F-Series truck. The absence of lease specials and noteworthy cash offers is telling during a top month for incentives.
| APR Offer | Cash Offer | Lease Offer | |
| Ford Explorer | 5.9% APR for 72 months | Employee pricing ($2,000 – $4,000 savings est.) | None advertised |
| Chevrolet Traverse | None advertised | None advertised | Lease from $429/mo for 24 months with $5,539 due |
| Jeep Grand Cherokee | 6.9% APR for 72 months | $4,500 cash for FCA lessees, and employee pricing ($2,000 – $4,000 savings est.) | Lease from $259/mo for 24 months with $3,769 due |
The Chevrolet Blazer, GMC Terrain, and Jeep Compass all have better offers for Memorial Day.
| APR Offer | Cash Offer | Lease Offer | |
| Ford Bronco Sport | None advertised | Employee pricing ($2,000 – $3,000 savings est.) | None advertised |
| GMC Terrain | 0.9% APR for 36 months | $3,000 cash | None advertised |
| Chevrolet Blazer | 1.9% APR for 36 months | $1,000 cash | Lease from $309/mo for 24 months with $3,399 due |
| Jeep Compass | 6.9% APR for 72 months | Employee pricing ($1,500 – $2,500 savings est.), & FCA owners get $2,000 bonus cash | FCA lessees can lease from $279/mo for 42 months with $4,159 due |
Chevrolet is looking to dominate Memorial Day SUV sales with 0% financing on last year’s Tahoe and Suburban models. Ford’s Expedition will be a serious underdog with GM’s May incentives.
| APR Offer | Cash Offer | Lease Offer | |
| Ford Expedition | None advertised | Employee pricing ($3,000-$5,000 savings est.), & $2,000 cash | None advertised |
| Chevrolet Suburban | 0% APR financing for 60 months (2024s) | None advertised | Lease from $879/mo for 39 months with $9,619 due |
| Chevrolet Tahoe | 0% APR financing for 60 months (2024s) | None advertised | Lease from $779/mo for 36 months with $10,359 due |
| Jeep Grand Wagoneer | 3.9% APR for 72 months (2024s) | Employee pricing ($3,000-$5,000 savings est.), & $2,500 in cash | None advertised |
The Ford Escape sells in great numbers — Ford sold 147,000 copies in 2024. This Memorial Day, competitors are looking to take back market share. With offers like this, they’re likely to succeed.
| APR Offer | Cash Offer | Lease Offer | |
| Ford Escape | None advertised | Employee pricing ($1,500-$2,500 savings est.), & $3,000 cash | None advertised |
| Dodge Hornet | 0% APR for 72 months | FCA lessees get $7,500 cash | Lease from $259/mo for 36 months with $4,469 due (for FCA lessees) |
| Chevrolet Equinox | 2.9% APR for 36 months | None advertised | Lease from $299/mo for 36 months with $2,449 due |
| Toyota RAV4 | 4.99% APR for 60 months | None advertised | Lease from $329/mo for 36 months with $3,999 due |
Clearly, Ford’s offers pale in comparison to GM, Stellantis, and others. This isn’t a normal Memorial Day playbook—it’s a sign that Ford may not be in a position to offer better deals, even if it wants to.
Inventory Levels Signal a Bigger Problem
Ford’s pricing strategy becomes even more puzzling when you look at its inventory. As of early May 2025, the overall new car market has about 73 days of supply. Ford? 105 days. That’s 44% higher than average, with 496,328 new Ford vehicles sitting on dealership lots. Lincoln, Ford’s luxury arm, is in similar shape with 107 days of supply.
Any automaker with this much unsold inventory would normally be slashing prices, not raising them.
Let’s compare Ford’s inventory to its competitors. All numbers reflect Market Day Supply:
- Chevrolet: 70 days
- GMC: 85 days
- Buick: 79 days
- Cadillac: 92 days
- Toyota: 37 days
- Honda: 50 days
- Subaru: 54 days
- Kia: 68 days
- Mazda: 97 days
- Nissan: 98 days
- Hyundai: 101 days
- Jeep: 109 days
Only Jeep has more bloated inventory than Ford. This underscores just how much trouble Ford may be in.
What It All Means for Shoppers and the Industry
Ford’s latest moves—raising prices while letting inventory swell—paint the picture of an automaker caught off guard. While other brands use Memorial Day to clear out excess stock, Ford appears unable or unwilling to match their deals.
It’s not just a missed opportunity—it’s a warning sign.
Rising costs from tariffs are impacting the whole industry, but Ford’s early price hikes and weak incentive strategy show it may be struggling more than its peers. And if the 25% tariff on imported vehicles remains in place, analysts say the U.S. auto market could shrink by over 1 million vehicles a year. Ford’s aggressive pricing shifts could be a signal of what’s to come.
Final Thoughts
Ford’s Memorial Day playbook is unlike anything we’ve seen from the company in years—and not in a good way. The combination of rising prices, massive inventory, and timid incentives suggests Ford is under significant pressure. While other automakers are absorbing tariff-related costs or offering buyers compelling reasons to act now, Ford is sending mixed signals.
For shoppers, it’s a reminder to compare deals carefully. If you’re in the market for a new vehicle this Memorial Day, Ford might not be the best place to start.
![Every 0% APR Financing Offer This Memorial Day [2025]](https://caredge.com/wp-content/uploads/2025/05/zero-percent-financing-memorial-day-offers-400x250.jpg)
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