• The Wall Street Journal (subscription required), Friday, November 24, 2006 11:15 AM

In an effort to bring sticker prices closer to what consumers eventually end up paying, Ford Motor Co. will employ "clear pricing" on all Ford, Mercury and Lincoln vehicles by 2008. Speaking at a Bank of America auto conference, Ford brand General Marketing Manager John Felice says the move will allow the automaker to "step away from the heavy incentives" that continue to plague the industry, while also helping to raise resale values.

Detroit's dependence on incentives has led to lower vehicle profitability and lower resale values for a good portion of its cars. Ford has been gradually shifting the price of its vehicles downward, mirroring a similar move by main rival General Motors Corp. earlier this year. It is part of an effort to better anticipate the amount of money customers are willing to pay for vehicles once incentives, such as rebates and discounts, are factored in.

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