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Article: Cadillac-Lincoln price-cutting war mirrors luxury-market trend.(Auto Weekend)
- Article from:
- The Washington Times (Washington, DC)
- Article date:
- August 30, 1996
- Author:
CopyrightCOPYRIGHT 1996 News World Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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DETROIT - Call it a cross-town shootout.
General Motors Corp.'s Cadillac Division, and Ford Motor Co.'s Lincoln brand have slashed prices on a wide range of luxury sedans and coupes in recent weeks. The move could soften consumer resistance to fast-rising new-car prices - and provide a much-needed edge at a time when Japanese luxury imports have been hurt by the strong yen.
But Cadillac and Lincoln aren't the first to discover that price sells.
"Value" pricing has helped European automakers stage an unprecedented comeback. And now, with the dollar starting to rebound, the Japanese are ready to re-enter the price wars they helped launch.
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