Carmakers have so far avoided passing on much of the cost of tariffs to consumers. They built as many cars as they could before tariffs took effect, and have absorbed some of the cost. Ford expects that retail prices for its vehicles will rise only 1 percent this year, Ms. House said.

Ford Motor Co. said its profit this year is poised for a sharp drop on the growing fallout from President Donald Trump’s tariffs, underscoring the dramatic policy shifts in Washington that are upending the auto industry.

Ford Motor Company despite $50.2 billion in quarterly revenue, Ford posted a net loss of $29–$36 million, its first quarterly loss since 2023. Tariffs alone added $800 million in costs this quarter, and the company now expects a $2 billion hit for the full year.