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Incentives drive March Taurus sales up 230% in Canada

There's no doubt that Ford has been on a roll lately. But as good as things are, Ford of Canada is still leaning on some substantial incentives to boost sales.

Last month, Ford Taurus sales in Canada jumped a whopping 230%. Sure, the Taurus is a nice car which no doubt attracted people to the showroom but the deals on it were likely what got people to sign the dotted line.

So what incentives was Ford offering last month?

First, let's start with a $5,000 factory-to-dealer incentive that could be combined with other offers. Then there were a slew of factory to customer incentives, such as a $1,000 Customer Car Event bonus, a $1,000 loyalty bonus and a $1,000 Costco member bonus! You read that correctly, a Costco member bonus!

The Taurus wasn't the only Ford product with such aggressive incentives. The Lincoln MKX attracted buyers with a $7,500 factory to dealer incentive and an additional $2,000 in added rebates.

So while Ford may be the number one brand in Canada they're certainly paying for it.

[Source: The Globe and Mail]

Reader Comments (2)

I think your comment that Ford is paying for market share is unfair,for example previously to the $5000.00 they were offering 0% sub-vented rate. So instead of offering 0% they took the cash and put it on the vehicle instead of the rate. I think that if you compare, you will find that car companies are offering 0% or cash but not both. I believe they are the number one brand because they have the best showroom and quality they have ever had, not because they bought it.
Apr 6, 2010 | Unregistered CommenterBrett
I guess Ford's aggressive incentives are its way to "jump-start" on the competition early in the year. (pun intended)
Apr 7, 2010 | Unregistered CommenterNorm

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