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FORD CUSTOMERS TO SEE MODERATE INCREASE IN 1994 VEHICLE PRICES

 DETROIT, Sept. 9 /PRNewswire/ -- Manufacturer's suggested retail prices (MSRP) for 1994-model Ford and Lincoln-Mercury vehicles will increase an average of 0.2 percent over comparably equipped 1993 models, excluding added equipment.
 The average car retail price decreases by 1.8 percent, while the average truck retail price is up 2.3 percent on a comparably equipped basis.
 For 1994, there have been substantial equipment improvements including the addition of air bag supplemental restraint systems, side- impact restraints and CFC-free air-conditioning systems to meet customer demand and regulatory requirements.
 With these and other equipment changes, average vehicle prices increase by 2.2 percent.
 For 1994, dual air bags will be standard on all Ford Motor Company (NYSE: F) cars except Ford Escort and Mercury Tracer which have standard driver air bags, and Ford Tempo and Mercury Topaz, which have optional driver air bags. Most light trucks will have standard driver air bags in 1994.
 With pricing and equipment changes, the base vehicle MSRP of the 1994-model Ford Taurus, America's best-selling car, will increase by $440 -- less than the 1993 option price of a front-passenger air bag.
 For the first time, Ford is providing a Roadside Assistance Program on all 1994 models at no cost to the customer. Announced last month, the program will provide free aid for emergency situations to owners of 1994 Ford and Lincoln-Mercury vehicles. By accessing a special toll- free, 24-hour nationwide emergency hotline, customers can receive fuel delivery, battery service, lockout assistance, tire-changing and towing services.
 "These 1994 pricing actions are designed to support our sales momentum by continuing to offer excellent value," said Robert L. Rewey, vice president - Marketing and Sales Operations. "We intend to maintain our leadership in value pricing."
 Ford introduced value pricing to the industry and has been the industry leader in developing innovative pricing and marketing approaches since the early 1980s.
 "A special value Ford Crown Victoria and Mercury Grand Marquis follow our popular and successful One-Price Escort and One-Look Thunderbird and Cougar marketing initiatives," Rewey said. "For 1994, a well-equipped Crown Victoria starts at $19,180 and a Grand Marquis starts at $19,990."
 Most 1994 cars and trucks will be introduced on Sept. 23, with introduction for the new Ford Mustang scheduled for Dec. 9. Prices for Mustang, the new Ford Aspire, which will debut early in 1994, and Villager will be announced later and have been factored into today's announcement.
 -0- 9/9/93
 /CONTACT: Linda H. Lee of Ford, 313-594-3080/
 (F)


CO: Ford Motor Company ST: Michigan IN: AUT SU:

SB -- DE011 -- 0163 09/09/93 09:14 EDT
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Publication:PR Newswire
Date:Sep 9, 1993
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