---
title: "Ford Raises Prices and Eliminates Most Rebates in a One-Two Punch"
description: "At the same time, the Blue Oval doubled its incentive for out-of-stock vehicles to $1,000."
date: "2021-06-05"
modified: "2021-06-05"
authors:
  - name: "Kristin V. Shaw"
    job_title: "Contributor"
    link: "https://www.thedrive.com/authors/kristin-shaw"
url: "https://www.thedrive.com/news/40946/ford-raises-prices-and-eliminates-most-rebates-in-a-one-two-punch"
categories:
  - "Ford News"
  - "News"
  - "News by Brand"
tags:
  - "Ford"
---

# Ford Raises Prices and Eliminates Most Rebates in a One-Two Punch

![](<https://www.thedrive.com/wp-content/uploads/images-by-url-td/content/2021/06/Ford-HERO.jpg>)
*\<em\>www.thedrive.com</em>*

First discovered by [CarsDirect](<https://www.carsdirect.com/deals-articles/ford-quietly-eliminates-almost-every-single-rebate>), [Ford](<https://www.thedrive.com/news/40696/how-ford-built-an-electric-f-150-that-can-do-real-work-for-40k>) sent letters to its dealer network this week outlining a few big changes, and two are less than desirable for customers: price hikes for 11 models and the elimination of almost every rebate on its 2021 lineup. However, those looking for many out-of-stock models will benefit from a $1,000 "Retail Order Bonus Cash Certificate" through July 6. (Sorry, [Bronco](<https://www.thedrive.com/news/34770/2021-ford-bronco-an-off-road-legend-returns-at-29995>) and [Mach-E](<https://www.thedrive.com/new-cars/39928/2021-mustang-mach-e-review-a-week-living-with-this-electric-pony-proves-its-the-real-deal>) buyers; those two hot tickets aren’t included.)

Overall, the [price increases](<https://www.carsdirect.com/deals-articles/ford-raises-prices-on-nearly-every-vehicle-in-june>) aren’t terrible, ranging from $250 for an Explorer, Ranger, Transit, or Super Duty truck; $500 for an Edge; and $680 for a Mach 1 Mustang. Keep in mind, though, that some vehicles had already seen a price increase earlier this year. For instance, the 2021 Edge price rose by $1,000 on April 1.

![message-editor%2F1622920938359-fordinline1.jpg](<https://www.thedrive.com/wp-content/uploads/content-b/message-editor/1622920938359-fordinline1.jpg>)
**Ford**

[As CarsDirect reported,](<https://www.carsdirect.com/deals-articles/ford-quietly-eliminates-almost-every-single-rebate>) Ford says in the letter about rebates that "Retail Customer Cash, Retail Bonus Cash, FMCC Bonus Cash, Select Inventory (SIP) Cash, all Series/Trim/Package incentive level variations, and the myriad of APR offerings on most 21MY vehicles lines will be eliminated" to make way for a "more consistent, simplified incentive structure." On the incentive front, the $1,000 bonus for out-of-stock vehicles is double what it has been in the past. With [a chip shortage](<https://www.thedrive.com/news/40458/thousands-of-unfinished-ford-super-duty-trucks-are-parked-at-kentucky-speedway-due-to-chip-shortage>) and low inventory challenges, Ford is upping the ante to keep customers happy while they wait.

The bottom line is to read the fine print on the total sales number when buying a Ford right now. A positive takeaway is that the structure will be simplified, making it easier to know exactly what you’re paying. On the other hand, if you have purchased a Ford in the past and you’re accustomed to chewing down the price based on rebates and inventory bonus cash, you’ll want to adjust your expectations.

A decade ago, [retailer JC Penney](<https://www.forbes.com/sites/panosmourdoukoutas/2017/02/24/a-strategic-mistake-that-still-haunts-jc-penney/?sh=1234e4581bcf>) hired a new CEO and subsequently eliminated its popular coupons in favor of “everyday low prices.” This strategy proved to be disastrous for the company, as they discovered that instead of making things simpler, buyers didn’t feel the same satisfaction as they did using a discount coupon. Sales fell quickly. Time will tell if Ford buyers feel the same way about the new pricing structure, but the way vehicles are selling right now, it's not likely to stop them.

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## Author
Kristin Shaw is the former Weekend Editor for The Drive and a current freelancer in both the automotive and aviation worlds. She’s a big fan of anything car-related and calls on her technology background on the corporate side to explain engineering and high-tech concepts. Now living in her sixth state (New Jersey, Indiana, Ohio, Kentucky, Georgia, and now Texas), she is thrilled that working from home is now mainstream.

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