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FORD CAR PRICES INCREASE ONLY THREE-TENTHS PERCENT; 'ONE-LOOK' THUNDERBIRD AND COUGAR ANNOUNCED

 FORD CAR PRICES INCREASE ONLY THREE-TENTHS PERCENT;
 'ONE-LOOK' THUNDERBIRD AND COUGAR ANNOUNCED
 DETROIT, Sept. 9 /PRNewswire/ -- Manufacturer's suggested retail prices (MSRP) for 1993-model Ford and Lincoln-Mercury cars will increase an average of just three-tenths of 1 percent, or $63, versus comparably equipped 1992 models.
 "Ford's very moderate 1993 car pricing reflects innovative marketing approaches that provide outstanding product value to our dealers and their customers," said Robert L. Rewey, vice president - Sales Operations, Ford North American Automotive Operations.
 The major new actions included in today's announcement are the "one- look" Ford Thunderbird and Mercury Cougar. This "one-look" strategy is designed to feature the best exterior styling and best interior trim levels in the fewest number of models. "One-look" vehicles are well equipped and priced substantially below comparably equipped 1992 models.
 In July, Ford announced an average 2.9-percent preliminary price increase for most cars. However, that announcement did not include Thunderbird or Cougar or the early introduction models (Festiva, Escort, Tracer, and Probe).
 Today's action represents a 2.3-percent increase for those cars included in July's announcement, down six-tenths of a point from pre- introduction levels. For all 1993 car models excluding Mark VIII, the average price increase is only three-tenths of a percent. Lincoln Mark VIII will be introduced on Dec. 26; prices for Mark VIII will be announced prior to that time.
 "To date, no other auto company -- import or domestic -- has announced average 1993-model car price increases lower than Ford," Rewey said. "For the entire 1992 model year, there were no Ford and Lincoln- Mercury car price increases following introduction -- while many companies announced mid-year vehicle price hikes. As a result, our 1993 products offer improved customer value versus competition."
 'ONE-LOOK' 1993 FORD THUNDERBIRD AND MERCURY COUGAR
 Ford's action on Thunderbird and Cougar is the culmination of a successful "one-look" pricing program test-marketed this year in California on 1992 models. As a result, the program will be expanded nationwide for 1993 models.
 For Thunderbird, the Standard and Sport Series models will be discontinued in 1993, and only the well-equipped LX and Super Coupe models will be offered. Lincoln-Mercury will discontinue its present Cougar XR7 model and rebadge the well-equipped Cougar LS as XR7. There will be no other model.
 The MSRP for a 1993 "one-look" Thunderbird LX is $16,292. The Super Coupe is $22,525. The MSRP for the "one-look" Cougar XR7 is $16,642.
 For 1993, MSRP for Thunderbird LX will be cut by $4,024, and the Thunderbird Super Coupe price will be down by $874. The average price for the 1993 Thunderbird lineup is down 13 percent versus comparably equipped 1992 models. The 1993 Mercury Cougar XR7 price is down $1,658 from the 1992 Mercury Cougar LS model.
 1993 FORD TRUCK PRICES ALSO REDUCED
 Versus comparably equipped 1992 models, the average MSRP increase for 1993-model Ford light trucks will decline three-tenths of 1 percent -- from 3.0 percent to 2.7 percent -- compared with the pre-introduction price increase announced in July. The average dollar amount for the 2.7-percent MSRP truck increase is $508, down from an average dollar amount increase of $563 when pre-introduction prices were announced.
 "With this average price reduction, 1993 Ford truck pricing remains below inflation and very competitive within the industry," Rewey said.
 "Ford is the only vehicle manufacturing company to have gained both car and truck share in the United States this year, and we have priced our new car and truck models to help us continue this upward sales and market share momentum."
 Public introduction for all Ford and Lincoln-Mercury vehicles (excluding Mark VIII and those previously introduced) is Sept. 24. Franchised dealers now have limited quantities of many vehicle lines in stock, and dealers may begin taking orders immediately for all 1993 models.
 Customers who ordered or took delivery of 1993-model Ford or Lincoln-Mercury vehicles at a higher price than announced today are eligible to receive a refund. These customers should contact the local Ford or Lincoln-Mercury dealer where their vehicle was purchased for additional refund information.
 -0- 9/9/92
 /CONTACT: Carolyn Burke, 313-594-3080, or Tom Rhoades, 313-337-3864, both of Ford/
 (F) CO: Ford Motor Company ST: Michigan IN: AUT SU:


SB -- DE006 -- 7423 09/09/92 10:32 EDT
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Publication:PR Newswire
Date:Sep 9, 1992
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