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The auto industry often rolls out incentives in order to try to generate new sales. For example, Ford introduced the most dramatic consumer incentive program in the company's long history - the Ford Drive America Program. That program provided consumers with either cash back or zero percent financing for new Ford vehicles. Assume you were an owner of a Ford/Lincoln/Mercury franchise, how would you expect this program to impact your firm's bottom line? Explain?

Reference no: EM132173678

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