Steep discounts on trucks, or any vehicle for that matter, in the middle or near the end of their design cycle is commonplace. However, a five-digit discount on a brand new vehicle is unusual to say the least. Ford's aluminum trucks were expected to scare the folks at GM and Ram, and maybe even Toyota, who likes to keep its sales low. Nobody seems very worried anymore.
Ford's discounting may in part be caused by GM's own deep discounts. As we recently reported GM has been offering up to $8,500 on some trucks. Ford says that its incentives are lower than this time last year and that its $44,100 average transaction price is the highest in the industry.
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