Magazine article Marketing

'Embarrassed' Ford Cuts Prices across Its Range

Magazine article Marketing

'Embarrassed' Ford Cuts Prices across Its Range

Article excerpt

|Embarrassed' Ford cuts prices across its range

UK car market leader Ford has confirmed plans to slash between 500 [pounds] and 700 [pounds] off all its cars.

The move, exclusively revealed in Marketing (September 26), sees Ford abandon its cheap finance and insurance deals because the company claims price cuts are the best way to boost sales.

It follows what Ford describes as the "embarrassing" success of discounting on high-spec models during the third quarter of this year.

Launching the price-cut programme on Tuesday Ford marketing director Udo Kaul said the reductions will affect 50,000 cars manufactured before the beginning of August. In the previous push only 30,000 were at the cheap rates.

Kaul claims Ford's September share of the total new car market is tracking at 27.8%, the best performance of a year where it has averaged 24%. Kaul attributes this to the success of the Summer Specials promotional package. "We're happy with the way it went," he says. …

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