The above button links to Coinbase. Yahoo Finance is not a broker-dealer or investment adviser and does not offer securities or cryptocurrencies for sale or facilitate trading. Coinbase pays us for certain activity generated through this link. Prices displayed are informational.

Ford (F) on Friday announced “American Value. For American Values,” a program to extend Ford employee pricing on new vehicles to everyone, coinciding with the July Fourth holiday.

Starting today and ending on July 6, most Ford and Lincoln models will have employee pricing offered to all customers, without the need to negotiate with dealers.

It’s the second time Ford has made this move since last year, when tariffs were a big concern for car buyers. Buyers are now in a similar situation, where car prices and affordability remain front and center for Americans.

“We’re extending employee pricing on new vehicles to the public, which means customers will have the ability to pay what a Ford employee pays, which we believe is the best way to show how much we value customers, and, and like I said, the men and women who keep this country moving forward,” said Andrew Frick, Ford Blue and Model-e president, in an interview with Yahoo Finance.

Employee pricing could bring down prices by thousands of dollars, depending on the model. While Frick frames it as giving back, many in the industry see it as a ploy for Ford to gain market share at the expense of profit.

Read more: 7-year car loans are gaining popularity. Here’s what you need to know.

“We did grow our sales volume and our share last year during this time period, and it’s because we made such a compelling offer to customers, and it really resonated with them,” Frick countered on last year’s move.

The return of employee pricing comes after a strong Q1 for Ford, during which the company raised its full-year profit guidance. Analysts expected more from a guidance boost perspective, and initiatives like employee pricing may be why Ford was cautious.

Frick said Ford’s business model is sound, even amid economic uncertainty.

“The underlying business is really strong … It’s really based on the strength of our product portfolio,” he said. “Right now, F-Series remains America’s bestselling truck, and our transit vans lead the industry. Our Explorer tops the three-row SUVs, which is a really important segment. And our Mustang sales were up 50% outta the first quarter.”

Outside of employee pricing and other incentives, Frick and Ford said they are helping the affordability conundrum in the US by offering more entry-level trims for models like the Maverick pickup, Bronco base, Explorer Active, and F-150 STX.

Frick added that employee pricing also extends to Ford’s EV offerings, like the discontinued but still available F-150 Lightning and more modestly priced Mustang Mach-E SUV, which will help Americans struggling with high gas prices if they choose to go all-electric.

Pras Subramanian is Lead Auto Reporter for Yahoo Finance. You can follow him on X and on Instagram.

Click here for the latest stock market news and in-depth analysis, including events that move stocks

Read the latest financial and business news from Yahoo Finance