Legacy automaker Ford (F) has been rolling out a few exciting sales propositions lately, but its latest might be the most oddly appropriate yet. Ford is targeting the professional market, specifically the business owners, by offering up a new promotion it calls “From Our Business to Yours.” It will sound familiar in some respects, but it also has some real impact for the pro market. Investors were not especially pleased, though, and sent shares down fractionally in Thursday afternoon’s trading.
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The From Our Business to Yours promotion is basically the same as the American Value for American Values promotion, but geared toward small businesses. Ford is offering up employee pricing on Ford commercial fleet vehicles, which means price tags that are $3,000 to $7,000 less than normally seen. This includes vehicles like the Transit Van, the F-150, the Super Duty, and several others.
However, the From Our Business to Yours promotion is not just a rebranded promotion. Ford is also getting together with Carhartt to supply the Detroit ToolBank, a community organization that lends tools to assist in area building projects. There will also be co-branded merchandise as well as a new 2027 Super Duty Carhartt truck, that Ford is set to reveal today.
Gas, Please
An unexpected look at April’s sales data found something interesting: it turns out that Ford’s Mustang is selling well, but only a certain kind of Mustang. Gas-powered Mustang sales were up 18.4% in April, but Ford’s electric vehicle sales dropped 31.1%, which includes the Mach-E Mustang.
Granted, Ford’s sales were down in several other places, including normally reliable truck sales. Truck sales were down 12.1%, and SUVs dropped 10.9%. But a lot of that likely had about as much to do with supply issues as it did with customer preferences, as the Novelis fires still represented a critical blow to Ford’s supply of aluminum.
Is Ford Stock a Good Buy Right Now?
Turning to Wall Street, analysts have a Hold consensus rating on F stock based on three Buys, nine Holds and one Sell assigned in the past three months, as indicated by the graphic below. After an 18.39% rally in its share price over the past year, the average F price target of $13.69 per share implies 12.93% upside potential.
