Ford Signals End to US Auto Incentives War

25 October 2002

Ford Motor Company is looking to halt the year-long incentives battle raging between America’s ‘big three’ auto firms.

The car giant’s chairman/ceo Bill Ford declared at an investor roadshow that the firm would be “somewhat more opportunistic on incentives, trying to be more surgical in our approach.”

Ford, DaimlerChrysler and General Motors have been battling to drive sales through aggressive use of price rebates and 0% financing, to the detriment of their profit margins.

Ford’s comments, echoing similar sentiments from DaimlerChrysler executives [see story below], suggest the stakes will be raised no further.

“Obviously unilaterally we can't decide we're going to get out of the incentives game,” continued Ford. “But what we can do is be more selective and, frankly, that's the environment we're going to be in going forward.”

Data sourced from: Financial Times; additional content by WARC staff