The phrase refers to a promotional period, frequently occurring annually, during which Ford offers incentives on its pickup truck models. These incentives can include discounts, special financing rates, or lease deals, designed to stimulate sales. For example, a prospective buyer might expect to find reduced MSRPs or attractive APR offers during this designated timeframe.
These promotional events are significant for both the manufacturer and consumers. Ford benefits from increased sales volume and market share. Consumers gain access to potentially substantial savings on vehicles known for their utility and durability. Historically, automotive manufacturers have used such campaigns to clear inventory, introduce new models, and react to market trends.