Ford Targets Owners of Competing Vehicles with New Conquest Incentive in March

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Senior Pricing Analyst

Alex Bernstein is the Senior Pricing Analyst for CarsDirect.com. Each month he studies immense volumes of pricing and incentives data in search of trends that are useful to car shoppers. In the process, he often breaks industry news stories -- his analyses and insights have been featured on websites such as Automotive News, The Detroit News, Autoblog, The Truth About Cars and The Car Connection.

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, Senior Pricing Analyst - March 10, 2015

If you own a car from a competitor, Ford has an extra $750 to tempt you to switch this month. An unusual new conquest incentive started March 10 aimed at taking away market share from competing automakers. Here's what you need to know.

What's a conquest incentive?

A conquest incentive is a promotion that targets owners of cars from competing automakers. They're essentially used to "flip" customers from other brands.

Criteria for what qualifies as a competitive vehicle varies. We've seen this be quite broad (Kia) to very narrow (Audi). Since terms can vary, it's important to understand what types of vehicles qualify.

See Ford's current lineup »

What qualifies as a competitive vehicle?

For this month's incentive, Ford is targeting owners of model year 2000 and newer vehicles from select domestic and import automakers. Owners fitting the criteria qualify for an extra $750 discount on top of current offers.

For domestics, this mainly includes: Jeep, Chrysler, Dodge, RAM, FIAT, Buick, Cadillac, Chevrolet and GMC. For imports the list is short- only Toyota, Honda and Nissan owners qualify.

What Ford models get the incentive?

Through March 31, the deal can be applied to 2014 and 2015 versions of the following models: Focus, Focus ST, Fusion (Gas), Edge, Escape, Flex, Explorer and Expedition.

We're most impressed by the inclusion of the updated 2015 Focus which just had discounts doubled at the end of February. Curiously, the program also includes the redesigned 2015 Edge that hasn't even started landing at dealerships.

Read our preview of the 2015 Ford Edge »

What the savings looks like

As an example, this month a Toyota Corolla owner can potentially see savings up to $2,250 off MSRP on the new 2015 Focus. That's pretty good for an updated model with the latest features.

On a 2015 Ford Escape, shoppers can save up to $2,750. Incentives on the Escape have been flat for months so this represents a substantial savings over last month.

See current deals on the 2015 Ford Focus »

Our take

This is an unusual mid-month change for Ford. The fact that the incentive targets a broad range of owners and is compatible with standard rebates is very interesting.

Although the incentive does not include hot sellers like the redesigned 2015 F-150 or Mustang, we think shoppers of certain models like the Ford Focus are in a position to get an outstanding deal this month.

Get a free local quote on a Ford Focus>>

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, Senior Pricing Analyst

Alex Bernstein is the Senior Pricing Analyst for CarsDirect.com. Each month he studies immense volumes of pricing and incentives data in search of trends that are useful to car shoppers. In the process, he often breaks industry news stories -- his analyses and insights have been featured on websites such as Automotive News, The Detroit News, Autoblog, The Truth About Cars and The Car Connection.

Follow On: Google+ | Website