A Ford spokesman said Friday that despite the automaker offering nearly $11,000 on particular F-150 models, their incentives are still under the segment average.
“It’s not like every F-150 customer walking into a Ford dealer today — whether they’re in L.A. or New York — is going to get $10,000 off of every single model,” Truck Communications Manager Mike Levine said.
“On average, we’re lower than the segment.”
Levine said the $10,819 we reported on yesterday was a specific truck in a specific area. Those numbers, such as $7,050 off, that Ford publicizes on its website aren’t indicative of every incentive available.
“That’s a very specific set of incentives that are all stacked together that gets you to $10,000,” he said.
According to Ford, those incentives include: $3,769 average dealer discount; $500 customer cash; $1,000 XLT customer cash; $300 2.7-liter V6 EcoBoost bonus cash; $2,000 302A XLT Luxury Chrome or Sport packages.; $2,500 bonus cash; and $750 Ford Credit Bonus Cash, which requires Ford Credit financing.
Levine said the average incentive offered on a F-150 is $3,354, which is $800 lower than the segment average and lower than the automaker had offered one year ago.
Dealer inventories are down, Levine said, and Ford needs to stay competitive.
“For this particular truck, we’re helping customers get into a better truck. It’s something that we do from time-to-time, and it’s in line with what our competitors do,” he said.
Representatives from Ram and General Motors didn’t immediately respond to requests for comment.
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