Ford is giving away extras worth E5,000 to Focus buyers in the Netherlands, Europe’s No. 6 market for new-car sales, reports Automotive News Europe.
 
The automaker wants to maintain the car’s market share against redesigned
rivals in the key lower-medium segment. A new Focus arrives in Europe later
this year.

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The new Volkswagen Golf was launched in Europe last autumn and the GM Astra starts showing up at dealers this month. Incentives worth up to E1,200 have been offered on the new cars to win customers.


“Because there is so much going on in this segment we wanted to react,” said Paula Vermin, public affairs manager, at Ford Nederland.
 
Ford is providing the equivalent of more than 20 percent off the list price by throwing in features such as air conditioning and alloy wheels. Berend Hulshof, managing director of Dutch Toyota distributor Louwman & Parqui, criticized the drastic discount.


“You must be pretty desperate to offer such incentives.”

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