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Ford prices Sync option at $395

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Ford hopes low Sync price will boost sales
Computer connectivity system will be a $395 option on 2008 models
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Bryce G. Hoffman | Link to Original Article @ The Detroit News


Ford Motor Co. is betting on affordable pricing for its new Sync system to help boost sales of Ford, Mercury and Lincoln models.

Ford will announce today that Sync, an onboard computer connectivity system developed with software giant Microsoft Corp., will debut as a $395 option on the redesigned Ford Focus, which is scheduled to go into production next month. It will also be offered as an option on the 2008 Ford Edge and will be standard on the 2008 Lincoln MKX.

Ford will make Sync standard on all Lincoln models as it rolls the new technology out over the next couple of years and will also make it standard on most premium level Ford and Mercury models. On most other vehicles, it will be available as an option --again for $395.

Later this fall, Ford will begin offering Sync on the 2008 Ford Explorer and Explorer Sport Trac, as well as the Mercury Mountaineer. The automaker plans to roll out the new technology to most of its other products over the next two years.

"Consumer reaction to Sync has been extremely positive since our launch earlier this year," said Cisco Codina, Ford's group vice president of marketing, sales and service for North America. "The simplicity and capability of Sync have tremendous appeal and the affordability is certain to drive ever greater interest."

Ford said it expects at least half of all car buyers to opt for Sync on models where it is available.

Analyst Erich Merkle of IRN Inc. said the take rate could be even higher.

"That price almost guarantees that people are going to want it," he said. "One of the ways to use it as a competitive advantage is to price it so the majority of buyers can afford it."

A competitive advantage is exactly what Ford hopes Sync will be -- and something the automaker desperately needs as it struggles to stop a decade-long slide in market share.

"We know consumers want this sort of connectivity," said John Emmert, Sync marketing manager at Ford. "The level of affordability and the fact that this connects with the devices consumers already own and allows them to control those devices by voice will set us apart from the competition."

Ford says its research shows that 70 percent of consumers want to be able to connect portable music players to their autos. Many also want to operate cell phones while driving without having to touch the devices.

Sync allows them to do all of this, as well as send and receive text messages. It connects MP3 players like Apple Inc.'s iPod and Bluetooth-enabled cell phones with the car and gives motorists voice control of those devices.
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I bet more than half purchase it as an option...$395 is dirt cheap for something like this.

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caveat- it better not be bundled with an expensive option package or dvd-nav....

at a minimum you'll need to upgrade your model for steering wheel audio controls.

Edited by regfootball
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example. edge SE does not have SWAC. do you need to upgrade to the SEL to get sync?

focus, same thing. can you get a stripper focus with sync?

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