Ford Extends 'Employee Discount' Pricing Campaign
DETROIT (AdAge.com) -- Ford Motor Co. will not end its popular "Employee Discount" promotion this week as originally planned but will extend the price-cutting promotion through Labor Day, according to the company.
|Ford's 'Employee Discount' promotion, which it calls the 'Ford Family Plan,' will be extended through the rest of the summer. Competitor GM has ended its version of the program.|
This summer's "Employee Discount" marketing craze was started by General Motors Corp., which drew sharp attention from consumers and competitors when it launched the concept in June and then extended it into July.
Ford and Chrysler Group followed GM's lead by introducing their own similar programs in July.
Chrysler has not indicated whether its program would be extended.
GM to end program
A GM spokesman said the automaker would not extend the program after it expired yesterday and instead would announce this week "value pricing" for 2006 models in an attempt to lower incentives.
Ford, meanwhile, said it would continue to offer employee discount deals through Labor Day on 2005 models of Ford, Lincoln and Mercury, plus select 2006 models already in dealer showrooms. Steve Lyons, group vice president of marketing, sales and service for the three brands in North America, said the so-called "Ford Family Plan" was a "tremendous success in July."
He said the July promotion helped the automaker significantly reduce its 2005 inventory and will result in record monthly sales for many models.