Table: Ford's Choices
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.
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.
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.