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Lincoln Mercury Announces 1999 Prices

10 August 1998

Lincoln Mercury Announces 1999 Prices

         Average Price Down 0.7 Percent; Sable Down More Than $1,000

    IRVINE, Calif., Aug. 10 -- Last year, Lincoln Mercury held
its 1998 intro prices flat.  Today, it announced that the average price for
its 1999-model cars and light trucks will be reduced 0.7 percent compared with
final 1998 model-year prices for comparably-equipped vehicles.
    The reduction was one of several customer-focused steps taken by Lincoln
Mercury, including lowering of the price of Sable by more than $1,000 and
eliminating all separate charges for emissions equipment.
    "Our aggressive pricing actions for 1999 assure that Lincoln Mercury cars
and trucks offer ever more value to more people," said Mark Hutchins, Lincoln
Mercury president.  "Our concern for our customers goes beyond price.  That is
why our 1999 Navigators and Mountaineers join other Ford Motor Company
SUVs as being the only certified low-emissions sports utes on the
market."
    The manufacturer's suggested retail price for the 1999-model Mercury Sable
GS sedan will be $18,995, a reduction of $1,080 compared with the 1998 model.
The Sable LS sedan will start at $20,095, a $1,030 price reduction versus the
1998 comparably-equipped model.  The Sable LS Premium sedan, now with leather
seats, will start at $21,295, a reduction of $1,550 versus a comparably-
equipped 1998 model.  And the Sable LS wagon suggested retail price of $21,195
reflects an ever larger reduction of $1,820.
    Suggested retail prices for 1999-model vehicles announced today are
effective immediately.  Public introduction for most 1999 models is scheduled
for October 1.  Dealers are taking orders for delivery to customers upon
receipt of the vehicles from the factory.