Backfiring At Ford

With sales of the new Ford Taurus stalling, California dealers demanded a price cut in a December meeting with Ford Div. General Manager Ross H. Roberts. Roberts refused. Rebates, he said, would undermine the upscale image Ford is aiming for with Taurus' sophisticated new design. The dealers were not convinced. "We're losing customers," grouses Jim Landes, a Santa Clara Ford dealer. "They can't, or won't, admit they've overpriced it."

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