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Discussion Starter · #1 ·
Ford Motor Co. is offering a Dell desktop computer to people who buy or lease a 2005 Ford Focus. But some dealers say buyers aren't aware of the promotion.

The nationwide promotion runs through March. Customers can combine the offer with other Focus incentives and take $500 in cash instead of the computer.

This is not the first time Ford has used consumer goods as incentives. But it is the first time the automaker has supported such an incentive with national factory advertising, says Focus marketing manager Brad Roney.

The Dell program is "not screaming about cash-back offers on the vehicle," Roney says. "It's innovative."

The computer package includes a 15-inch flat-screen monitor and a printer.

A group of Chicago-area dealers developed the idea for the promotion, which began in Chicago last April. The offer also was available for about a month in Boston and California before the national program began Feb. 1.

Focus sales in those areas during the promotion were 30 percent higher, on average, than in the rest of the country, Roney says. Ford has not set sales goals for the nationwide program, he added.

Ford sold 12,429 Focuses last month.That was a 9.2 percent drop from January 2004.

A re-engineered Focus for the 2005 model year reached showrooms last spring.

Ford advertised the Dell promotion nationally Feb. 1 on the Fox TV show "American Idol."

The automaker also is advertising the program in newspapers, on cable TV and radio, and by direct mail.

Some Ford dealers say few shoppers are asking about the computer offer. Nason Feldman, dealer principal of Helfman Ford in Houston, says the promotion could "attract probably younger people."

Since July, the Helfman dealership has sold about seven Focuses a month, Feldman says. The Dell giveaway could increase that monthly total to 10, he estimates.

The dealership sold one Focus over the Feb. 5 weekend. The customer chose a $500 rebate instead of the computer, Feldman says.

"If the customer comes in and doesn't want the computer and wants the money, we don't care," Feldman says. "We're just happy having the activity."

In November and December, Ford ran a promotion in Boston, Pittsburgh and the Kansas City area that offered a Sony MP3 player to Focus buyers and lease customers.

The promotion increased Focus sales among 18- to 24-year-old customers, Roney says. He did not cite specific figures.

autoweek
 

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That's a sign of how bad the car is doing...*If* I was going to buy a Focus, upon hearing this lousy gimmick, I would totally be deterred and ditch that idea in a heartbeat.
 

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Discussion Starter · #5 ·
eg6hatch315 said:
This isnt that bad, what about that buy a silverado/suburban/trailblazer get a free aveo that one dealership did?
haha. yea but that was the dealers idea. this is ford idea.

i guess desperate time call for desperate measures.

Id like to see Honda offer a civic free if you buy a pilot. hahahaha
 

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divinewisdom said:
haha. yea but that was the dealers idea. this is ford idea.

i guess desperate time call for desperate measures.

Id like to see Honda offer a civic free if you buy a pilot. hahahaha
hahahahahaha i ll be the 1st sucker who wait on line
 

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divinewisdom said:
haha. yea but that was the dealers idea. this is ford idea.

i guess desperate time call for desperate measures.

Id like to see Honda offer a civic free if you buy a pilot. hahahaha

Shit buy a NSX get a free civic value package, I bet NSX sales would shoot up quite a bit.
 

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Boricua said:
it all depends on wat kind of pc it is...
It's a dell. What do they go for? 600 bucks? Desktops nowadays are cheap. This one might even cost less than $600 since it's probably a pretty basic desktop.

Guess it's an alternative to offering an extra thousand dollar or so on rebates. I'm guessing they're trying to appeal to the younger/college-age crowd.
 

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Just a good marketing gimmic, all dealers have them. The local Toyota dealerships have free tires & batteries for life. I think one even has free oil changes if I recall right.
 
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