TLDR
- Ford plans to increase prices on new vehicles this summer if tariff relief doesn’t come
- Holding current prices until June 2 and continuing employee-pricing promotion until then
- 148,266 vehicles recalled across two separate safety issues
- First recall affects 123,611 Ford F-150, Expedition, and Lincoln Navigator models (2017-2018) with brake fluid leak issues
- Second recall involves 24,655 Ford Explorer SUVs (2025 model) with powertrain control module problems
Ford Motor Company is planning to increase prices on its new vehicles arriving at dealerships this summer if President Trump doesn’t ease his tariff plan. The automaker told dealers in a memo Wednesday that price hikes would start with vehicles produced in May, which would reach dealer lots in June and July.
The Dearborn, Michigan-based company will hold prices steady until June 2. Ford will also continue its current employee-pricing-for-all promotion through that date, according to Andrew Frick, the executive who oversees Ford’s gas and electric vehicle divisions.
Ford has so far avoided price adjustments following the White House’s new 25% auto import tariff imposed in early April. The company imports several popular models from factories abroad, including the Maverick compact pickup and Bronco Sport SUV from Mexico.
Tariff Impact on Pricing Strategy
After the import duties were announced, Ford launched a nationwide employee-pricing promotion. This move gave customers access to the same discounts offered to Ford’s internal workforce.
The pricing strategy has helped Ford maintain sales momentum despite the tariff pressure. However, the company now signals that this approach is not sustainable beyond early June.
The memo to dealers indicates that Ford has been absorbing the tariff costs but cannot continue this practice indefinitely. The planned price increases would directly affect vehicles manufactured after May.
Major Safety Recalls Announced
In a separate development, Ford has announced two major recalls affecting 148,266 trucks and SUVs. The recalls were officially announced by the National Highway Traffic Safety Administration (NHTSA) on April 11, 2025.
The larger recall involves 123,611 vehicles from the 2017-2018 model years. This includes Ford F-150 trucks, Ford Expedition, and Lincoln Navigator models equipped with 3.5L EcoBoost engines.
The issue stems from a problem with the brake master cylinder that may allow brake fluid to leak from the front wheel circuit into the brake booster. A substantial loss of brake fluid can reduce brake function to the front wheels.
“Reduced brake function in the front wheels can extend stopping distance, increasing the risk of a crash,” the recall report states.
Ford will notify owners by mail to bring their vehicles to a dealer. The brake master cylinder will be replaced, and if leaking is detected, the brake booster will also be replaced. This service will be provided at no charge to vehicle owners.
Second Recall Affects Newer Models
The second recall targets 24,655 Ford Explorer SUVs from the 2025 model year. These newer vehicles have an issue with the powertrain control module (PCM).
The PCM can unexpectedly reset while the vehicle is in operation. If this happens, it can damage the SUV’s park system or cause the engine to stall while driving.
Both of these conditions present safety hazards that prompted the recall action. Ford has not detailed the specific fix for this issue, but repairs will likely involve software updates or component replacements.
According to NHTSA data, 2024 saw 1,073 safety recalls affecting more than 35 million vehicles and equipment pieces. This included tires and car seats. More than 29 million vehicles were recalled last year alone.
“Checking for recalls on your vehicle could save your loved ones’ lives or your own,” NHTSA Chief Counsel Peter Simshauser said in a news release. “Spring is a great time to check for recalls. When you’re doing your spring cleaning, don’t forget to get all your open recalls fixed as quickly as possible.”
The timing of these recalls comes as Ford navigates challenging market conditions. The combination of tariff pressures and safety concerns presents a complex set of issues for the automaker to manage.
Ford has not indicated whether the recalls will affect its production schedule or delivery timelines for new vehicles. The company continues to produce vehicles at its various manufacturing facilities while addressing these concerns.
Customers with questions about either recall can contact Ford’s customer service department or visit the NHTSA website to check if their vehicle is affected using their VIN number.
The price increases set to take effect this summer will vary by model. Ford has not specified the exact amount of the increases or which models will see the largest price adjustments.
Dealers are preparing for customer questions about both the recalls and the upcoming price changes. Ford’s communication with its dealer network aims to provide clarity during this period of transition.
The tariff situation remains fluid, with ongoing discussions between automakers and the White House. Any changes to the tariff policy could alter Ford’s pricing plans before the June 2 deadline.
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