Ford Motor Co. reported a 14% increase in U.S. sales in the second quarter, benefitted by the Dearborn, Michigan, automaker offering discounts traditionally reserved for its employees to all customers on most of its lineup.

The "From America, For America" promotion providing "Plan A" pricing runs through the weekend. It came in response to President Donald Trump imposing 25% tariffs on most imported vehicles into the United States and on certain vehicle parts. Fears that vehicle prices could hike and the certainty offered by Ford's discounts had consumers moving up their vehicle purchases, which could portend a slowdown in sales as inventories deplete and more vehicles affected by the import taxes hit dealer lots.

“We blew the doors off the overall industry with our second-quarter sales,” Andrew Frick,president of Ford Blue and Model e and interim head of Ford Pro, said in a statement. “Customers continue appreciating our broad powertrain choices — gas, hybrid, electric, and diesel — digital productivity tools that save time and money, and our Ford Motor Company: From America, For America commitment.”

Ford sold 612,095 vehicles in the April-through-June quarter. It delivered 182,461 vehicles in June, a 9.6% increase year-over-year. But that was more tepid growth than the more than 16% increases seen in April and May when totals surpassed 200,000 vehicles.

In the second quarter, sales of all-electric vehicles fell 31%, though hybrids grew 24% for a record "electrified" sales first half of the year. Gas- and diesel-powered vehicles, which represented 86% of sales, increased 16% in the second quarter.

For their best second quarter since 2019, F-Series trucks were up 12%, including the electric Lightning's 26% decrease. Ford Pro Super Duty sales grew 14%. Mustang Mach-E SUV sales fell 20%, and an 88% decrease in commercial E-Transit van sales contributed to a 1.9% decline overall for the Transit nameplate.

Ford's other pickups and SUVs still in production were up by double-digit percentage points. The Bronco off-road SUV saw a whopping 51% increase, its best quarter since its 2021 debut, and the Expedition increased 44% as shipments of its fifth generation began. Maverick, Ford's small pickup, increase 26% for its all-time-best quarter.

Mustang coupe sales grew 3.2%. Luxury brand Lincoln recorded a 31% for its highest second-quarter volume since 2007. Each of its four SUVs grew in the second quarter. The Navigator climbed 115%, and the China-built Nautilus had a record second quarter, up 19%.

In the third quarter, Ford will launch the off-road-geared Explorer Tremor and the new F-150 Lobo street truck.

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