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1999 Ford Car and Truck Average Price Lower 2nd Straight Year

10 August 1998

1999 Ford Division Car and Truck Average Price Lower Second Straight Year, Charges for Emissions Equipment Dropped

    DETROIT, Aug. 10 -- The average price for Ford Division's
1999 model cars and trucks has been reduced 0.2 percent compared with final
1998 model year prices for comparably equipped vehicles, Ford Division
President Jim O'Connor announced today.  This marks the second consecutive
year Ford has held the line on its average suggested retail prices.
    The 1999 Ford Taurus will enhance value significantly with lower prices
and the same equipment.  The Taurus LX suggested retail price will be $17,995,
down $1,000 from present 1998 prices.  The well-equipped Taurus SE sedan is
priced at $18,995 MSRP, down $1,080 from the 1998 model.  The Taurus SE wagon
will be priced at $19,995, down $1,840 from the 1998 model.
    "Customers have responded very favorably to Ford's pricing and marketing
initiatives during the past year," O'Connor said.  "Now, we're offering
introductory prices on our 1999-model cars and trucks that not only are lower,
on average, than our 1998-model final prices for comparably equipped vehicles,
but are lower than our average 1997-model final prices."
    O'Connor also announced that Ford will become the first U.S. based
manufacturer to eliminate charges for emissions equipment for all Ford cars
and trucks (presently $170 in certain states).
    "Our 1999-model cars and trucks are greener than ever," O'Connor said.
"Our 1999-model sport utility vehicles Explorer and Expedition are low-
emissions vehicles, and our 3.8 liter V6 Windstar mini-van is an ULTRA low-
emission vehicle, which means it emits 70 percent less of the smog-forming
hydrocarbon emissions than a typical minivan.  This is proof of Ford's
commitment to both the environment and our customers."
    The all-new 1999-model Windstar, is expected to retain the government's
five-star frontal crash test rating, and will start at $20,800 for the
3.0-liter V6 model which includes a higher level of standard equipment than
last year's model.  Windstar will also offer a fourth door as an option or
standard feature, and will be the first minivan on the market to offer
optional dual-power sliding doors.  Windstar is also the only minivan to offer
the Reverse Sensing System, which helps the driver park the minivan.  The
system warns the driver of certain objects in the vehicle's path by emitting a
series of beeps inside the cabin while backing up.
    "Customers continue to look to Ford trucks for value, durability and
style," O'Connor said.  "Ford is the top-selling truck brand, leading the pack
for 12 straight years.  Customers will find shopping for trucks, minivans and
sport utility vehicles easier than ever through the Ford Choice program.
"We're equipping our trucks with the most popular features and discount
pricing for improved overall value," O'Connor said.
    Suggested retail prices for 1999-model cars and trucks announced today are
effective immediately.  Public introduction for most 1999 models is scheduled
for October 1, 1998.  Dealers are taking orders now.