The Tariff Playbook, Ford Counters With Employee Pricing, Tesla Deliveries Dip

Automotive State of The Union

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Episode #1008: Cars Commerce drops a no-nonsense playbook for dealers while Ford rolls out employee pricing for all as tariffs loom large. Meanwhile, Tesla’s Q1 delivery miss raises red flags far beyond a Model Y changeover.

Show Notes with links:

In a sweeping trade policy shift, Donald Trump announced a baseline 10% tariff on all imports; plus an additional 10–50% "reciprocal" tariff targets 60 nations with major U.S. trade deficits.
- Auto imports already under last week's 25% tariff won’t face increases and Mexico and Canada are exempt—if goods comply with the 2020 USMCA terms.
- Brian Kramer of Cars Commerce released a Tariff Playbook to help dealers navigate the changes. Here’s some of the highlights:
  - Consumers are rushing to buy and scrutinizing where vehicles are built—use the Cars.com American-Made Index to guide inventory and messaging.
  - EVs could see a short-term slump; hybrids and full-size trucks may surge. Align your lot accordingly.
  - Six actionable strategies: reduce auction dependency, boost service-lane sourcing, go data-driven, ditch 45-day-old metrics, market American-made units, and build an offense-focused plan.
  - “You won’t lose profit because the market adjusted. You will lose profit because your process didn’t,”

Ford is throwing open the gates to its employee discount program, offering deep savings to all customers through June 2 as a preemptive strike against rising costs from newly announced import tariffs.
- The “From America, For America” campaign unlocks A Plan pricing—typically below dealer invoice—on most Ford and Lincoln models, with high-performance Raptors, new Expeditions, Super Duty trucks, and Lincoln Navigators being excluded.
- Discounts stack with other deals, including extended free EV charger installation now running through June 30.
- The announcement came just hours after President Trump enacted 25% tariffs on imported vehicles, which could significantly increase consumer prices.
- Ford’s imported models include the Maverick, Bronco Sport, Mustang Mach-E (from Mexico), and Lincoln Nautilus (from China).
- “It’s a way to give back to the communities that have supported us for generations,” said Rob Kaffl, Ford’s U.S. sales director, adding the move brings “certainty to an uncertain situation.”

Tesla’s Q1 2025 delivery numbers are in—and they’ve landed with a thud. The EV giant delivered 336,681 vehicles, missing expectations by up to 55,000 units and raising tough questions about demand.
- Deliveries fell 13% year-over-year and a sharp 32% from Q4 2024.
- Tesla cited Model Y factory changeovers as a factor, but analysts see deeper demand issues—especially in the U.S.
- Model 3 sales in Europe dropped 30% in early 2025, despite not facing sup

Join Paul J Daly and Kyle Mountsier every morning for the Automotive State of the Union podcast as they connect the dots across car dealerships, retail trends, emerging tech like AI, and cultural shifts—bringing clarity, speed, and people-first insight to automotive leaders navigating a rapidly changing industry.
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