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Ford Targets Subprime Buyers to Boost F-150 Sales Amid Decline

Ford Motor Company is implementing a strategy to enhance sales of its flagship F-150 truck by offering low-interest financing options to buyers with weak credit scores. This move, while aimed at stimulating F-150 sales, raises concerns reminiscent of the lending practices that contributed to the financial crisis of 2008.

In September 2025, Ford will provide subprime buyers with financing rates equivalent to those offered to prime borrowers. This program is designed to make truck ownership more accessible for customers who traditionally face challenges securing loans. According to reports, the F-150 remains a crucial component of Ford’s business, accounting for approximately 40 percent of the company’s annual output. Despite an uptick in overall F-150 sales for the year, August figures showed a decline of 3.4 percent compared to the previous year.

Sales Strategy and Economic Context

This initiative comes at a time when subprime borrowers in the United States faced average annual percentage rates (APRs) of around 16 percent in the second quarter, as per data from Experian. In stark contrast, low-risk borrowers were securing financing at rates as low as 5 percent. Ford’s temporary program significantly narrows this gap, potentially allowing individuals with less-than-ideal credit histories to consider new truck purchases.

The F-150 lineup starts at just under $39,000, while high-end models like the Raptor R can exceed $115,000. By enabling longer loan terms of up to 84 months, Ford aims to ensure that monthly payments remain manageable for buyers. The company hopes that this strategy will spur a sales increase during September, positively impacting its third-quarter financial results.

Concerns About Lending Practices

Ford’s decision to target high-risk borrowers coincides with a report from the Consumer Federation of America, which highlighted a rising trend in auto loan delinquencies. Alarmingly, this report indicates that the issue is affecting not only subprime borrowers but also those with average credit scores, suggesting broader economic challenges.

In response to these developments, a Ford Credit spokesperson assured that the company maintains a selective approach to financing. “We only finance customers we believe are creditworthy and have the capacity to pay,” the spokesperson stated. They further noted that Ford has previously conducted similar promotional programs for customers meeting specific credit criteria.

As Ford navigates this risky strategy, industry observers will be watching closely to assess its long-term impact on both the company and the broader automotive market. With memories of the 2008 crisis still fresh, the implications of loosening credit standards are significant and warrant careful consideration.

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