DETROIT -- Ford Motor Co. will match employee discount pricing at General Motors and the Chrysler group this month.
Ford will market its program as "family plan pricing," with national ads beginning Wednesday. Details of the plan, available on most 2005 model Ford, Lincoln and Mercury nameplates, will be distributed to dealers overnight. The program runs through Aug. 1.
In the wake of GM's blockbuster June sales, Ford wants to "make sure we stay out there in front of consumers and stay on their shopping list," Ford spokesman Dave Reuter said. "Consumers spoke very loudly in June that they liked the great price, and they liked when it was delivered to them in a very clear way."
Customers can use existing rebates on top of the Ford employee pricing. For example, a Ford Escape XLT two-wheel-drive sport wagon with a list price of $26,070 is employee priced at $23,335. With an available $2,000 cash rebate, the total family plan price is $21,335.
On average, the Ford family plan price will equal a discount to the customer of 6.5 percent off invoice pricing.
Ford's total incentive spending for July isn't expected to increase by much, Reuter said. Cash rebates are being reduced from levels available in June.
Dealer profits won't be reduced by the program, Ford says. The average dealer margin will be about 5 percent.
Not all vehicles qualify for family pricing. Exceptions include the hot-selling Ford Mustang, the Escape Hybrid SUV and the Ford GT sports car. The Lincoln Mark LT pickup also is exempt because it is only available as a 2006 model.
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