The world’s largest Ford dealership group has been accused of encouraging people to exploit the taxpayer-funded Motability scheme before tighter eligibility rules come into force on 1 July, running adverts urging customers to “beat the changes” and lock in current benefits before a planned crackdown slashes funding by a third.
Trust Ford, a trading name of the Ford Retail Group — a subsidiary of Ford of Europe — is running adverts on social media and podcasts telling people who receive disability benefits they may be eligible for a brand new Ford, and that they should order before the July deadline to keep existing terms for the next three years. One Facebook advert bearing the slogan “Beat the Changes” warns of “major changes” coming to Motability including VAT increases, higher insurance premium tax, lower mileage allowances, increased excess fees and new limits on replacement tyres, before advising potential customers: “Don’t miss out. Secure current rates: Order now to lock in current mileage, benefits and costs.” A page on the company’s website features a countdown clock showing precisely how long remains before the changes take effect.
A separate audio advert heard on podcasts including the Totally Football Show tells listeners: “If you, or someone you care for, receives the higher-rate disability living allowance or personal independence payment, you may be eligible for a brand new Ford. And now from the first of July 2026, major changes will apply to new leases. Choose your next Motability vehicle before this date and our award-winning Motability specialists will be on hand to ensure you beat the changes and keep today’s benefits for the next three years.”
Critics have described the campaign as a brazen attempt to raid the public purse before the scheme is partially reformed. Callum McGoldrick of the TaxPayers’ Alliance said: “This kind of advertising risks undermining public confidence in a scheme already under intense scrutiny. Motability is meant to support those with genuine mobility needs, not encourage a last-minute rush before eligibility rules tighten. They should focus on responsible promotion, not marketing that appears to encourage people to ‘beat the changes’ at taxpayers’ expense.”
Joanna Marchong of the Adam Smith Institute said the adverts highlighted how far the scheme had drifted from its original purpose. “A programme intended to support those with the greatest mobility needs has grown into a multibillion-pound market in its own right, with powerful commercial interests benefiting from its continued expansion. When businesses start marketing government-backed benefits with the same urgency as a retail sale, it is clear the scheme has drifted too far from its original purpose. Motability exists to help disabled people live independently, not to subsidise car sales.”
The Motability scheme currently accounts for one in five new car sales in Britain and has faced sustained calls for reform after expanding well beyond its original remit of supporting people with serious physical disabilities. Among those now eligible are people receiving the enhanced rate of the mobility component of Personal Independence Payment for conditions including anxiety, depression and back pain. Nearly ten per cent of people in parts of the UK qualify for a leased vehicle through the scheme. Until November last year, luxury marques including BMW, Mercedes, Audi, Alfa Romeo and Lexus were also available.
Shadow work and pensions secretary Helen Whately said: “Motability vehicles are meant for seriously disabled people who would otherwise be stuck at home — not for anyone who fancies a shiny new taxpayer-funded car. Diverting money away from those who genuinely cannot manage without support means we now have an unaffordable welfare bill.”
A Department for Work and Pensions spokesperson said the scheme was administered independently by Motability Operations and that “individual dealers are responsible for their own marketing activity,” adding: “We are committed to ensuring the scheme continues to deliver for the disabled people it was designed to support, and we’re reforming Motability to save the taxpayer £1 billion over five years and put money back in people’s pockets.” It is unclear whether Ford’s central office was aware of the adverts before they were published.
