The force and pressure behavior of a generic diffuser in ground effect were investigated. The diffuser model is a bluff body with a rear diffuser at 17 deg to the horizontal, and side-plates. Measurements were conducted in a low speed wind tunnel equipped with a moving ground facility. Techniques employed were force balance, pressure taps, and surface flow visualization. The diffuser flow in ground effect was characterized by vortex flow and three-dimensional flow separation. Four types of force behavior were observed: (a) down-force enhancement at high ride heights characterized by an attached symmetric diffuser flow, (b) maximum down-force at moderate ride heights characterized by a symmetric diffuser flow and separation on the diffuser ramp surface, (c) down-force reduction at low ride heights characterized by an asymmetric diffuser flow and flow separation, and (d) low down-force at very low ride heights, also characterized by an asymmetric diffuser flow and flow separation. The down-force reduction near the ground is attributed to flow separation at the diffuser inlet and subsequent loss of suction in the first half of the diffuser.