Ford plans regional incentives for dealers

[jpd80]

March 20, 2017 @ 12:01 am Michael Martinez - Autonews.com

 

 

Regional incentives

Craig said the biggest result of the initial meetings is that Ford plans to change how it develops

its incentives program, moving toward a regional, rather than national, approach.

 

That could mean tailoring incentives regionally based on competition or other factors, a practice

it has tried in the past. That contrasts with more recent Ford efforts such as its Volume Growth

Bonus, a stair-step program that ran from March 2015 through early 2016 and awarded per-vehicle

bonuses that increased as dealers hit individual volume thresholds.

 

While per-vehicle customer incentives are rising, Craig noted that in February, Ford's increased

about $90 from a year earlier to $4,570 while the industry's rose $380 to $3,830.

"We're very, very disciplined with our incentive approach, but we have to balance that with keeping

our dealers competitive," she said.

 

Hmm looks like Ford is about to tailor incentives and leasing deals to region specific targets instead of

current national programs. This could be a smart move as some vehicles tend to be regional and as

an example, vehicles like Flex is strong in California and Florida, Lincoln is strong in coastal areas.

[akirby]

They've already been doing this quite a bit. If you check the national website for incentives versus what you actually get or what the dealers show on their local websites there is almost always an added regional incentive or two (or three).

[rperez817]

Lincoln is strong in coastal areas.

 

Coast of Lake Michigan, Lake Huron, and Lake St. Clair? When I was in Michigan north of Detroit at Selfridge ANGB several years back, I was amazed to see such a large number of Lincoln cars both at the base as well as the surrounding communities. Elsewhere, including my home of the DFW Metroplex and in Washington, D.C. where I often travel for work, Lincolns are rare.