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FORD PRICE INCREASE AVERAGES 0.4 PERCENT

 DEARBORN, Mich., Jan. 21 /PRNewswire/ -- Ford Motor Company (NYSE: F) today notified dealers that effective immediately the Manufacturer's Suggested Retail Price (MSRP) for select 1993 model cars and light trucks will be increased. This action represents an average vehicle price increase of 0.4 percent, or $84.
 With today's announcement, the MSRPs for 10 Ford vehicle lines will remain unchanged, including prices for vehicles covered under the company's innovative marketing programs -- such as "One-Price" Ford Escort and Mercury Tracer and "One-Look" Ford Thunderbird and Mercury Cougar.
 Explaining the price increase, Robert L. Rewey, vice president - Sales Operations, Ford North American Automotive Operations, said, "We purposely have held the line on vehicle pricing for some time, and the company's total pricing for 1993 models is very modest.
 "Including today's action, prices for our 1993 model cars are up less than 1 percent -- which is well below the rate of inflation and price increases announced by our major competitors; our 1993 model light truck prices are up about 3 percent, which is in line with the rate of inflation."
 Mr. Rewey noted that, "During the 1992 model year when some vehicle manufacturers announced price hikes well above U.S. inflation levels, Ford did not increase any vehicle prices for the entire model year following introduction. Further to hold down prices as much as possible, at 1993 model introduction Ford prices increased an average of just 0.3 percent for cars and 2.7 percent for light trucks, versus comparably equipped 1992 models.
 "It is our full intent to keep our products and dealers competitive, and we have implemented several innovative marketing actions to ensure this."
 Mr. Rewey pointed out that the company expanded nationwide "the 'One-Price' marketing programs with the 1993 model year. In addition, in December Mercury Capri prices were reduced by over $2,000. Moreover, 10 Ford vehicle lines are not included in today's pricing increases -- Ford Festiva, Escort, Probe, Thunderbird, and Ranger; Mercury Tracer, Capri, and Cougar XR-7, and Lincoln Mark VIII and Continental.
 "Because of the company's moderate pricing on 1992 and 1993 models, our products continue to provide outstanding customer value and our sales continue to outpace competitors," the Ford executive said. "We now have the best-selling car and truck in America and five of the top 10 best-selling vehicles! No other manufacturer has more than two vehicles in the top 10."
 -0- 1/21/93
 /CONTACT: Carolyn Burke, 313-594-3080, or Tom Rhoades, 313-337-3864, both of Ford Motor Company/
 (F)


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

DH -- DE006 -- 7288 01/21/93 10:02 EST
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Publication:PR Newswire
Date:Jan 21, 1993
Words:431
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