Magazine

Table: Ford's Choices


SURGICAL INCENTIVES

Instead of blitzing the market with a single big offer, Ford spends more wisely. Using detailed market data about which cars sell well in different regions, it raises and lowers incentives based on real-time demand. The popular ESCAPE XLT, for example, needs few incentives.

OPTIONS GALORE

Ford pushes the options that provide the biggest profit. For instance, power folding seats and power running boards add $1,700 to the LINCOLN NAVIGATOR price tag, and many of the luxury SUV's buyers spring for the pricey extras.

NICKEL-AND-DIMING

For slow-selling models, Ford counts on big cash rebates to lure buyers while slipping in offsetting price hikes. It raised the price of the TAURUS by $90 in December.

Data: Ford Motor Co.


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