The "Friends & Neighbors" deal gives the public access to Ford's supplier discount, known as "X-plan," which is generally higher than employee pricing and within $200 of the dealer invoice amount. Ford plans to run a "heavy" rotation of TV, print, radio and digital advertising to promote it, the guide explains.
"This is not your normal, 'Let's take $500 off a car,'" said Jim Seavitt, owner of Village Ford in Dearborn, Mich.
"Last time we did something like this was ... when things were pretty bad," Seavitt said. "They're aggressively trying to close the year out. They're after something that would be different, cut through the clutter and be very simplified."
Ford's dealer guide shows discounts of up to 10 percent of the suggested retail price and says they can be combined with other incentives it offers. In addition, the sale enables dealers to earn more from each transaction than they otherwise would -- for example, $126 more on a 2015 Focus and $471 more on a 2015 F-150.
It's unclear what most automakers have planned for November and December. A GM spokesman said the company doesn't plan to copy Ford.
"We're going to call our own tune," said the spokesman, Jim Cain. "We don't need to do one of these across the board programs because we're carrying a lot of momentum."
The $2.7 billion third-quarter profit Ford reported for North America last week and a $2,100 year-over-year gain in transaction prices as of September show that it has some room in its margins to market more aggressively.
"We don't want to buy the business," LaNeve told reporters in March. "We want to earn the business the right way, with product excellence and a great customer experience. It's God's work. We're working on it all the time to get the right message in the marketplace."