Ford (F) is extending a “handshake deal” to American consumers as new auto tariffs went into effect Thursday morning.

So color pretty much everyone surprised when, the day after the latest tariffs went into effect, Ford rolled out a splashy marketing push declaring it's opening discounted employee pricing up to all customers,

Ford is offering employee pricing to customers, a 60-day move an executive says the automaker is undertaking to provide stability during “a moment of uncertainty.”