Ford has raised prices on its Maverick pickup, Bronco Sport SUV, and Mustang Mach-E electric SUV to compensate for costs added by new tariffs, Reuters reports.
Citing “a notice sent to dealers,” Reuters explains that each price “will increase as much as $2,000.”
Ford imports all three models from Mexico.
The company currently doesn’t project significant price increases on its other vehicles in the short term. On a Monday conference call, “Ford CFO Sherry House told reporters that it expects U.S. car prices to edge up 1% to 1.5% in the second half of 2025 as a result of tariffs on both imported cars and auto parts,” CNN reports.
The price increase won’t appear on window stickers today.
“A Ford spokesperson said the price hikes will affect vehicles built after May 2, arriving at dealer lots in late June,” Reuters explains. Even then, the increase may not hit buyers at that time.
Car pricing is complicated. Automakers like Ford don’t directly set the prices buyers pay. They set so-called “invoice prices” that dealers pay. Dealers negotiate final prices, considering everything from financing rates to incentives automakers pay them for hitting sales targets to how long a car has sat unsold.
Each dealership has a supply of cars already imported into the country at pre-tariff prices. Ford dealers ended March with an average of 99 selling days’ worth of cars. We’ll have April numbers soon, though we expect inventory to have fallen thanks to a rush of pre-tariff shoppers.
Dealers won’t need to pay the new prices until they replace the cars on their lot. However, they may increase their prices as that day gets closer, so they have the cash on hand to pay higher replacement costs.