Ford is offering a lesson on how to market in the new, tariff-ied America. Last week, the company said it would give car buyers the employee discount on Jeeps and Rams (which it also owns). It was such a smart move that Jeep quickly followed suit. Ladies and gentlemen, start your engines.
Brands should eat as much of the tariff costs as possible. Consumers have neither forgotten nor forgiven the post-lockdown “profit-taking” that drove inflation up to 7%. Marketers know this, but will the rest of the C-suite listen?
Many CEOs will panic about what lower margins will do to stock prices. Relax, guys and gals: Your stock already cratered. Do what’s best for the customer and they will repay you in fierce loyalty and increased lifetime customer value.
Constantine von Hoffman
Managing Editor
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