The Blue Oval tries a bold move for potential customers
For the longest time, the Ford F-150 and the F-Series line of pickup trucks as a whole have been at the helm atop the list of the best-selling vehicles in the United States. In 2024, over 732,139 F-Series trucks were sold to U.S. buyers, more than not only its pickup truck competitors at General Motors and Stellantis, but also bestsellers like the Toyota RAV4.
However, sometimes, the bestsellers need a little help to stay at the top, and in an effort to boost sales this quarter, the Dearborn-based automaker is offering subprime borrowers the same low interest rates as buyers with top-tier credit. This means that if you have a relatively low credit score, but still good enough for Ford, you can get the same rate as those with spotless credit.
Ford
Typically, lenders usually brand those with 620 FICO scores and below with interest rates out the wazoo, but Ford seems to be willing to take some risks if it means improving sales. Ford F-Series trucks like the F-150 made up nearly 40% of its sales so far this year, and sales for the year are up almost 13%. However, sales took a 3.4% year-over-year dip in August, which has the Blue Oval looking for ideas before the quarter closes out.
In a statement to The Wall Street Journal, a Ford spokesman said, “We wanted to provide those with credit ratings that may not be perfect the opportunity to have the best rates available.” He added that they do not expect to continue the promotion beyond the end of the month. For some shoppers, an extremely low rate could be a game-changer, as subprime interest rates can reach up to 16%, compared to around 5% for prime borrowers. That difference can be hundreds of dollars a month on a truck that can cost anywhere from $40,000 to almost $80,000.
Ford
Ford says it knows about the risks involved
Lenders typically charge more for subprime borrowers due to higher default rates, and as the economy continues to muster, the risk of default worsens. Unemployment rose to 4.3% in August, and the rate of borrowers more than 90 days delinquent is the highest since the COVID-19 pandemic.
But despite all the warning signs and alarm bells, Ford insists it isn’t just handing out free money. A spokesperson for its finance arm told the Journal, “Promotional rates do not factor into our credit decisions. We only finance customers we believe are creditworthy and have the capacity to pay.” They added that Ford uses a proprietary scoring model to assess a borrower’s creditworthiness that goes beyond a FICO credit score, although they didn’t disclose what factors are used in it.
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Buyer beware
The Blue Oval’s latest promo shows that new cars are as expensive as ever, and that they’ll do anything to get customers into new sets of wheels. According to data from the experts over at Edmunds, the MSRP of the average new car in the U.S. is at a whopping $50,469 in August 2025, a 2.6% increase from the same month in 2024. However, the average transaction price that dealers and buyers agree on is $48,365, a 0.8% increase from the previous month and a 1.9% year-over-year increase.
Melinda Zabritski, an Experian Automotive finance expert, said that Ford’s generosity for subprime borrowers could be beneficial. “For vehicles such as the Ford F-150, applying the incentive could make it more accessible and attractive to a broader range of consumers, as it would help them offset rising monthly payments,” she said.
Ford
However, consumer advocates still caution consumers to look beyond the low interest rate. The final price, which includes the vehicle’s sticker price, any dealer add-ons, and potential trade-in value if one trades in a car, is the ultimate test of whether a vehicle is an actual bargain.
“If the Ford dealers that participate in this promotion are also committed to offering the most transparent, competitive vehicle prices and trade-in values, and can limit the cost and aggressive marketing of add-ons, this could be a win-win promotion,” Consumer Reports advocacy director Chuck Bell told the Journal. “But there are also unfortunately many ways that individual deals could go wrong, so we urge buyers to beware.”
Final thoughts
This isn’t the first time Ford has offered a financing deal of this magnitude to move inventory, but an offer like this is downright bold. On paper, it’s a win-win: Ford gets a jolt in sales, and a new league of buyers can get a fair shot at a brand-new F-150 without having to get someone with good credit to cosign for them.
Bad credit can be improved, and I see a deal like this as a way for some buyers to better their credit scores with a form of debt that has recurring payments, which agencies like Equifax like to see. That being said, considering all our lessons about affordability, a $750 monthly payment is still a $750 monthly payment, no matter the rate. If you can’t afford it, consider a cheaper trim level or remove a few accessories; you cannot improve the situation if you make it hard on yourself.
