Ford’s Strategy to Increase F-150 Sales
Ford is attempting to boost sales of its F-150 pickup by targeting buyers with low credit scores. Until the end of September, customers with poor credit histories are receiving the same interest rate as buyers with good credit. Although F-150 sales have increased throughout 2025, they declined in August compared to the previous year.
The Importance of the F-150 to Ford
The F-150 is a key product for Ford, accounting for about 40% of the company’s annual production and ranking first in national sales rankings. However, in August, sales of the F-Series fell by 3.4%, prompting the company to take measures that may evoke associations with the 2008 financial crisis.
New Credit Policy
Ford is focusing not only on buyers with good credit histories but also on those with lower credit ratings. During September, customers with weaker credit histories are receiving reduced interest rates that were previously available only to reliable borrowers. Additionally, they can stretch the loan term to 72 or even 84 months to make payments more affordable.
We only finance those customers who, in our opinion, are creditworthy and able to pay. We have already conducted similar national programs in the past, offering preferential rates to customers who meet our credit criteria.
Timing of the Program Implementation
This program is launched at a time when borrowers with poor credit in the US are facing average annual interest rates of up to 16%, while low-risk borrowers can obtain financing at around 5%. Ford’s temporary program significantly narrows this gap, opening up the possibility of purchasing a new pickup for those who previously could not afford it.
Impact on Financial Performance
An increase in September sales due to more accessible financing could improve Ford’s financial results for the third quarter. The base version of the pickup costs almost $39,000, but fully equipped versions, such as the Raptor R, can cost over $115,000.
Concerns About Credit Risks
Ford’s decision to ease financing for risky buyers coincides with the publication of a Consumer Federation of America report, which points to an increase in auto loan delinquencies. This time, payment problems are arising not only among borrowers with poor credit but also among those with average credit scores.
This Ford strategy raises doubts due to potential analogies with the events of 2008, when reckless lending led to serious economic problems. However, the company insists that it carefully assesses customers’ creditworthiness and has conducted similar programs in the past. It is important to consider that modern financial institutions have stricter control mechanisms than before the crisis, which may reduce potential risks.