Ford Pricing to Power Hybrid’s Sales
You may have heard someone, as we have, say after purchasing
a new car that they would have liked to have purchased a hybrid, but it was
just too much money compared to the standard version. Now, at least with one
model, Ford is about to take that objection away because the automaker is pricing
its hybrid and gas model at the same price.
The 2011 Lincoln MKZ sedan, with
a sticker of $35,180, will offer the same pricing on both versions of the car.
to a Detroit Free Press report, industry analysts are not
aware of any other car company doing the same. Despite the extra costs involved
in building a hybrid, the same analysts believe Ford can afford to offer
the deal on the new Lincoln because of the greater margins it gets on a luxury
Caldwell, an analyst for Edmunds.com, told the Free Press, "It’s
going to take moves like this one to break into the luxury market."
Toprak, vice president of industry trends for TrueCar.com, told CNNMoney.com, "It’s
an unprecedented move and I think it’s very smart."
The Environmental Protection
Agency estimates the MKZ hybrid will get 39 miles per gallon in combined city
and highway driving compared to 21 mpg for the gas-powered model.
Discussion Questions: What do you think of Ford’s move offering the same price
on its hybrid and gas-powered 2011 Lincoln MKZ sedan? What is your reaction if
you’re a Lincoln dealer?
- Ford’s green strategy: Hybrid, gas-powered models to cost same – Detroit
- A first: Lincoln hybrid costs the same as a gas-only car – CNNMoney.com