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Trucks are shown from a drone view after clearing U.S. Customs and entering the United States from Tijuana along the U.S. Mexico border at Otay Mesa port in San Diego, California, U.S. April 2, 2025. 

Mike Blake | Reuters

DETROIT — As President Donald Trump’s 25% tariffs on imported vehicles were set to take effect, executives at Ford Motor scrambled to figure out how to respond to the new levies.

While they and their industry counterparts are still trying to navigate the impacts, Ford decided to move quickly in one area by offering an employee pricing program — called “From America, For America” — for U.S. consumers.

Such programs have historically been controversial, as they sell vehicles close to or lower than invoice prices for dealers and eat away at already tight profit margins for the retailers. But Ford decided the time was right to launch the program to promote its U.S. operations — the largest among automakers — and assist sales amid consumer concerns and economic uncertainty due to Trump’s tariffs.

“We understand that these are uncertain times for many Americans. Whether it’s navigating the complexities of a changing economy or simply needing a reliable vehicle for your family, we want to help,” Ford said in a statement Thursday morning announcing the program. “We have the retail inventory to do this and a lot of choice for customers that need a vehicle.”

It’s an example of how some automakers are attempting to find “opportunity in the chaos” or trying to “capitalize on the moment” amid the tariffs, as several industry analysts told CNBC.

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

Ford, which is helping retailers financially with the program, told dealers about it a day ahead of the tariffs taking effect Thursday. It publicly announced the new program — which runs through June 30 — hours after the levies began.

Heading into the tariffs, Ford also was largely viewed by Wall Street analysts as being one of the best-positioned automakers because of its large U.S. production footprint, specifically for trucks.

Ford’s stock fared better than its rivals this week, closing the week down by 1.4%. That compares with Chrysler parent Stellantis losing 14.2% and General Motors dropping 5.4% for the week.

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Others are following Ford’s strategy, which also is assisted by vehicle prices and profits being higher since the Covid pandemic. Crosstown rival Stellantis on Friday announced a similar employee-pricing program, while Hyundai Motor said it would not raise prices for at least two months to ease consumer concerns.

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

Keating points out that with Ford and Stellantis — the latter of which is based in Europe but has major operations and brands in the U.S. — it’s a reminder to consumers that they’re “domestic” companies. The automakers also have inventory, including older models, that they need to sell to make way for newer vehicles.

“Making room for those new vehicles to come into the showroom and trying to maintain that market share makes a lot of sense,” Keating said. “Anyone who’s able to beat the price out there right now, with the level of demand, is going to be able to hold on to their market share longer than others, and perhaps capture something from those that aren’t willing to meet the customer where they are right now.”

Ford and Stellantis brands such as Ram Trucks and Jeep have among the highest days’ supply of vehicle inventories in the automotive industry, according to Cox Automotive.

The two companies also were among the only major automakers this week to report notable drops in first-quarter vehicle sales. Stellantis was off roughly 12%, while Ford was down 1.3% from a year earlier.

Cox reports the national days’ supply vehicle average was 89 days, while those brands were between 110 days and 130 days. The auto industry has historically considered a healthy days’ supply to be between 60 days to 80 days.

In light of the tariffs and fears for potential price increases, demand for vehicles has been high. Consumers flocked to dealer showrooms at the end of last month as Trump confirmed the tariffs would be coming, leading to significant sales gains for many automakers.

A Ford Raptor pickup truck is displayed for sale at a Ford dealership on August 21, 2024 in Glendale, California. 

Mario Tama | Getty Images

Cox Automotive estimated new-vehicle sales in March hit 1.59 million units sold, significantly exceeding its forecast and marking the best month for sales volume in four years.

“The last week, and including this past weekend, was by far the best weekend that I’ve seen in a very long time,” Hyundai Motor North America CEO Randy Parker said Tuesday during a media call. “I’ve been doing this now for a very, very long time. So, lots of people, I think, rushed in this weekend, especially, to try and beat the tariffs.”

Selling now because future sales aren’t guaranteed also could assist if there’s a U.S. recession. J.P. Morgan on Friday raised its odds for a U.S. and global recession from a 40% chance to 60% chance by the end of the year.

“Because the demand is there right now, it makes sense [to offer consumer incentives] because everyone’s saying, ‘Gotta go get it now,’ might as well go ahead and reap the benefits now in case we do go into a recession,” Keating said.

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The production line for the Boeing P-8 Poseidon maritime patrol aircraft is pictured at Boeing’s 737 factory in Renton, Washington, November 18, 2021.

Jason Redmond | Reuters

President Donald Trump’s sweeping tariffs are set to drive up the cost of Boeing and Airbus planes, GE Aerospace engines, and hundreds of other aerospace and defense products, threatening an industry that helps soften the U.S. trade deficit by more than $100 billion a year.

“It certainly makes things more expensive for the industry,” Dak Hardwick, vice president of international affairs at the Aerospace Industries Association, which represents Boeing, GE Aerospace, Airbus and dozens of other aerospace and defense companies, said of the tariffs.

The industry group said it is asking the Trump administration to uphold provisions in a nearly half-century old trade agreement that allows for duty-free trade of civilian aircraft and imports tied to defense and national security.

“The line is certainly long” for requests to the White House, Hardwick said.

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Trump’s executive order announcing the tariffs said trade and economic policies around the world have exacerbated a decline in overall U.S. manufacturing.

Regarding innovation in the defense sector, the order stated, “If the United States wishes to maintain an effective security umbrella to defend its citizens and homeland, as well as for its allies and partners, it needs to have a large upstream manufacturing and goods-producing ecosystem to manufacture these products without undue reliance on imports for key inputs.”

The aerospace industry has long been a top exporter for the United States. At Boeing alone, more than two-thirds of its airplane orders over the past decade came from customers outside of the United States, according to company data.

“Free trade is very important to us,” Boeing CEO Kelly Ortberg said at a Senate hearing Wednesday. “We really are the ideal kind of an export company where we’re outselling internationally. It’s creating U.S. jobs, long-term high value U.S. jobs. So it’s important that we continue to have access to that market and that we don’t get in a situation where certain markets become closed to us.”

President and CEO of Boeing Kelly Ortberg testifies before the Senate Commerce, Science, and Transportation Committee in the Dirksen Senate Office Building on April 02, 2025 in Washington, DC. 

Win Mcnamee | Getty Images News | Getty Images

The industry has mostly bought and sold planes and parts without having to pay tariffs under a 45-year-old trade agreement, which would be derailed by Trump’s new tariffs. The president this week introduced levies of 10% on countries around the world, with higher duties on certain countries and regions, some of which like Europe, are key to the aerospace industry.

Imported steel and aluminum, other key materials in airplanes, are subject to separate sector-level duties that Trump announced earlier this year.

“President Trump has been clear: if you make your product in America, you won’t have to worry about tariffs,” White House spokesman Kush Desai said in an email.

Tariffs are paid by the importer, and the increased prices due to the levies would either have to be absorbed by the airplane or engine maker, by the still-fragile supply chain or by the end consumer, said Hardwick.

Jefferies analyst Sheila Kahyaoglu said in a note Thursday that a price jump on “any product within 12 months is eaten by the [original equipment manufacturer], assuming new inventory buy. Outside that time period, ultimately the buyer and hence consumer.”

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Boeing and the S&P 500

Prices for planes are negotiated in advance, and airlines have to often wait years for aircraft, so material costs can shift dramatically over that period.

“This is not where you put money down for an automobile and it ends up in your driveway” in three months, Hardwick said.

Shares of Boeing, engine maker GE and airlines tumbled again Friday, adding to the market rout after Trump announced the tariffs Wednesday.

“This is the one manufacturing sector where America has, has enjoyed a tremendous trade surplus,” said Richard Aboulafia, managing director at AeroDynamic Advisory. “So the idea of fighting a trade war for this industry, it’s living in a crystal palace hurling giant boulders.”

Global supply chain

The tariffs are also a new strain on the aerospace industry, which still has a fragile supply chain in the wake of Covid, with some parts in short supply. Major supplies have tried to quickly hire workers and ramp up production during a post-pandemic travel boom.

But airplane makers still haven’t kept up with demand.

An Airbus SE A321 plane fuselage is lifted with a crane at the company’s final assembly line facility in Mobile, Alabama

Luke Sharrett | Bloomberg | Getty Images

Even a “Made in the USA” label for an airplane is a misnomer.

For example, the supply chain for a Boeing 787 Dreamliner, which is assembled in South Carolina, spans from Japan to Italy.

Its European rival, Airbus, has a Mobile, Alabama, factory but is still on the hook for tariffs for imported parts, from wings to fuselages.

“It doesn’t matter who owns the company. If an item crosses the border, it will have to be paid by importer of record,” Hardwick said.

Airbus has expanded the factory since the first Alabama-assembled Airbus A321, an aircraft for JetBlue Airways named “BluesMobile,” rolled out nine years ago. Its bet on increasing U.S. output of its jets, which are still largely made in Europe, also includes assembly of smaller A220s in Alabama, for customers that include JetBlue and Delta Air Lines.

American Airlines workers perform maintenance on CFM-56 engine in Tulsa, Oklahoma

Erin Black | CNBC

Meanwhile, continuing along the supply chain, General Electric and France’s Safran have a joint venture in which they make top-selling CFM engines, which power both Boeing and Airbus narrow-body jets. Each company manufactures certain portions of engines, which are sent to factories in Ohio, Indiana and North Carolina for GE and outside of Paris for Safran.

Thousands of imported replacement parts for engines and other aircraft parts, many of which come from abroad, could also become more expensive.

“There’s no such thing as a national jet,” Aboulafia said.

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Boeing CEO Outlines Plan to Address Safety Concerns

Boeing CEO Kelly Ortberg testified before the Senate Commerce, Science, and Transportation Committee on Wednesday, outlining the company’s progress on improving its manufacturing and safety standards. The hearing comes after a January 2024 mid-air emergency involving a new 737 MAX, which left Boeing’s factory without key bolts installed.

Ortberg faced questions from lawmakers about how the company will ensure that it doesn’t repeat past accidents or manufacturing defects. Senator Ted Cruz, the committee’s chairman, invited Boeing managers and factory workers to report to him their opinions on the company’s turnaround plan.

Boeing’s Commitment to Safety

Ortberg acknowledged that Boeing still has more to do, but emphasized the company’s commitment to safety. "Boeing has made serious missteps in recent years — and it is unacceptable. In response, we have made sweeping changes to the people, processes, and overall structure of our company," he said. "While there is still work ahead of us, these profound changes are underpinned by the deep commitment from all of us to the safety of our products and services."

Improvements Across Manufacturing Lines

Ortberg and other Boeing executives have outlined improvements across the manufacturer’s production lines in recent months, including a contract worth more than $20 billion to build the United States’ next generation fighter jet. However, lawmakers and regulators have maintained heightened scrutiny on the company, a top U.S. exporter.

Federal Aviation Administration Oversight

The Federal Aviation Administration (FAA) capped Boeing’s production of its 737 Max planes at 38 a month following the January 2024 door plug blowout. The agency plans to keep that limit in place, though Boeing is producing below that level. Acting FAA Administrator Chris Rocheleau said at a Senate hearing last week that the agency’s oversight of the company "extends to ongoing monitoring of Boeing’s manufacturing practices, maintenance procedures, and software updates."

Conclusion

Boeing’s commitment to addressing safety concerns is a critical step in rebuilding trust with lawmakers, regulators, and the public. While the company still faces challenges, its progress on improving manufacturing and safety standards is an important step forward.

Frequently Asked Questions

Q: What is Boeing’s plan to address safety concerns?
A: Boeing CEO Kelly Ortberg outlined the company’s plan to improve manufacturing and safety standards, including sweeping changes to the company’s people, processes, and overall structure.

Q: What is the Federal Aviation Administration’s role in overseeing Boeing?
A: The FAA is responsible for monitoring Boeing’s manufacturing practices, maintenance procedures, and software updates, and has capped the company’s production of its 737 Max planes at 38 a month.

Q: What is Boeing’s production rate of 737 Max planes expected to be in 2025?
A: Boeing CEO Kelly Ortberg said the company could produce up to 38 737 Max planes a month this year, but would not push the production line if it’s not stable.