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Ford lowers Sync price

Mon, 01 Aug 2011

Ford is cutting the price of its Sync software, the company said on Monday. The price will drop from $395 to $295, and Sync will be available on base trim levels for the first time.

The new pricing rolls out on the 2012 Ford Explorer and Ford Edge base models.

Sync is quite popular with Ford buyers. On the Edge and the Explorer, the current take rate is more than 80 percent. With the lower price, Ford expects that rate to grow to 95 percent.

"Our customers love it and recommend it, and our dealers want it in more products," said Ken Czubay, Ford vice president of U.S. marketing, sales and service. "Sync already has brought hands-free, voice-activated in-car connectivity to millions, helping keep drivers' eyes on the road and hands on the wheel."

The base features of Sync include hands-free, voice-activated phone dialing and voice control of USB music devices; 911 Assist, the automated emergency calling service, and an on-demand vehicle health report. Customers who choose the base package will also be offered a Sync Services subscription that offers turn-by-turn directions, traffic reports and business information with live operator assistance.

During the next three years, the automaker will introduce the new Sync pricing across its entire North American Ford lineup.

By Jake Lingeman