Detroit – President Donald Trump25% tariff exist Imported vehicles The setting takes effect, and the executives are in Ford electric motor Scramble to figure out how to deal with the new tax.

Although they and their industry peers are still trying to drive impact, Ford decided to act quickly in one area by offering an employee pricing plan – called “From the United States, to the United States” – For our consumers.

Historically, such plans have been controversial because they sell vehicles close to or below dealer invoice prices and eat at retailers’ high profit margins. But Ford believes it is time to launch the program to promote its U.S. operations (the largest among automakers) and help sales in terms of consumer concerns and economic uncertainty arising from Trump’s tariffs.

“We know that for many Americans, this is a time of uncertainty. Whether it is in the complexity of economic changes or just providing reliable vehicles for your family, we want to help,” Ford said in a statement announcing the program Thursday morning. “We have retail inventory to do this and offer a lot of options for customers who need a vehicle.”

Here is an example of how some automakers try to find “opportunities in chaos” or try to “capsulate.” tariffAs several industry analysts told CNBC.

“I absolutely love it. I think it will drive sales,” said Marc McEver, owner of Olathe Ford Lincoln near Kansas City, Kansas. “It’s really exciting to see Ford step up and lead this program. I think it’s a great drama. … It’s really a real deal for the customers.”

Ford is helping retailers with financial help through the program, which he told dealers in advance the day before Thursday’s tariffs took effect. It publicly announced a new plan several hours after the levy began (continued until June 30).

Appearing on tariffs, Ford is also primarily regarded by Wall Street analysts as one of the most positioned automakers because of its large U.S. production range, especially trucks.

Ford’s stock performed better than its competitors this week, down 1.4% in a week. Compared with Chrysler parents Stellantis Lost 14.2% and General Motors A weekly decline of 5.4%.

Others followed Ford’s strategy, which was also assisted Vehicle price and profit It’s even higher since the common pandemic. Crosstown rival Stellantis announced a similar employee pricing plan on Friday, while Modern electric motors It said that prices will not be raised for at least two months to reduce consumer attention.

“It makes sense that they will try to capitalize at this moment,” said Erin Keating, executive analyst at Cox Automotive.

Keating noted that along with Ford and Stellantis, the latter is European but has large businesses and brands in the United States – a reminder that consumers they are “domestic” companies. Automakers also have stocks that include older models, which they need to sell to make room for new vehicles.

“It makes sense for these new cars to enter the showroom and try to maintain market share,” Keating said. “Anyone who can beat the price at the level of demand will be able to have a longer market share than others and may capture something from those who don’t want to meet with current customers.”

Ford and Stelantis brands such as RAM trucks and jeeps were at the highest time in the automotive industry. Want a car.

The two companies are also one of the only major automakers to report a decline in vehicle sales in the first quarter this week. Stellantis had less than about 12%, while Ford was down 1.3% from the same period last year.

Cox reports that the national average of supply vehicles is 89 days, while those brands are between 110 and 130 days. Historically, the automotive industry has always believed that healthy days are between 60 and 80 days.

Demand for vehicles is high given tariffs and concerns about potential price increases. consumer Flock to the dealer showroom At the end of last month, Trump confirmed that tariffs would arrive, bringing huge sales growth to many automakers.

Cox Automobile Estimated new vehicle sales In March, 1.59 million units were sold, significantly surpassing its forecast and marking the best month for best sales in four years.

“Last week and including last weekend were my best weekends in a long time,” Hyundai Motor North America CEO Randy Parker said Tuesday. On the media phone. “I’ve been doing it for a long time now. So, I think a lot of people are anxious to try to beat the tariffs this weekend.”

For sale now, because there is no guarantee of future sales that can help if there is a U.S. recession. JP Morgan Friday By the end of this year, odds against the U.S. and global recession increased from 40% chance to 60%.

“Because the demand is already there, it makes sense[to provide consumer incentives]because everyone is saying, ‘Now you have to get it now,’ If we do fall into recession, we can continue to make profits now.”