NEW YORK – A focus on selling higher margin vehicles and reducing marketing costs – particularly incentives, will help Ford Motor Co. bounce back from recent disastrous financial results, says Lloyd E. Hansen, vice president-revenue management. A big goal is to reduce the $15 billion worldwide – two-thirds inside the U.S. – the company spends annually on discounts. "We want to improve the efficiency of the marketing money we spend," Hansen says, adding that will require bringing supply ...
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