All Cars, All the Time

Blue Oval Takes Lead From Blue Genie and Chops Prices

Detroit News is reporting that Ford will lower prices or add standard to content on many 2007 models. Some of the highlights: The Edge gets full side-curtain air bags and roll-stability control on the base model. This makes a lot of sense as a family vehicle should have a full compliment of safety gear as standard equipment. The long serving Ranger pickup gets $1,000 for super cab models and $590 for regular cab models lopped off the MSRP. The Five Hundred and Freestyle also get added goodies. Full Detroit News article here.

With all this "transaction pricing" going on why is Lincoln still planning on raising the price for the MKZ? It would seem to me that since the Zephyr has to use incentives, it would make sense to drop the incentives on the MKZ and simply offer it at the Zephyr's price.