Ford Motor Co. is extending its employee pricing to all U.S. car shoppers starting April 3, a move announced as new 25% tariffs on imported vehicles take effect. The initiative, titled “From America, For America,” gives customers access to the discounted pricing usually reserved for Ford employees and is meant to soften the financial blow of rising vehicle costs due to tariffs.

The promotion applies to a wide range of 2024 and 2025 Ford and Lincoln models, including gas, hybrid, plug-in hybrid and diesel vehicles. However, it excludes high-demand models such as the Raptor lineup, Super Duty trucks, the 2025 Expedition and Navigator SUVs, and limited-edition Mustang and Bronco trims.

In a statement, Ford said the pricing move is “more than just a promotion – it’s a handshake deal with every American,” aimed at supporting buyers during economic uncertainty and global trade upheaval.

The offer runs through June 2. For EV buyers, Ford is also extending its Power Promise through June 30, which includes a complimentary home charger and standard installation with the purchase of a qualifying electric vehicle.

According to an analysis by the Anderson Economic Group, the new tariffs are expected to raise prices by $2,500 to $5,000 even on the lowest-tariffed American-made vehicles. Some imported models could see price hikes as high as $20,000. The total impact on U.S. consumers is projected to reach $30 billion over the first full year of the tariffs.

More details can be found on Ford’s website.

Related: Sticker Shock Ahead: What New Auto Tariffs Mean for Off-Road Enthusiasts—and Your Next Build