Ford highlights auto-finance advantage

Ford Motor Co. told dealers in a letter Wednesday that even though other lenders are cutting back in the face of the ongoing credit crunch, Ford still can provide financing for most customers through its Ford Credit lending arm.

The notice comes on the heels of GMAC Financial Services' announcement that it will make loans to only the most credit-worthy customers -- a move that is forcing General Motors Corp. dealers to find alternative sources of financing for many car buyers. That's on top of housing lenders cutting home equity lines that many car buyers could have tapped at a time when auto sales are swooning.

"Many companies providing automotive lending have recently decided to exit this market or reduce their exposure by tightening their purchase policies," the letter said. "These actions by others may be unnerving, but Ford Credit is here for you."

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Some Ford dealers have already capitalized on the situation by e-mailing the letter to their customers.

Michael Kennedy, who owns several Ford stores in the Philadelphia area, said Ford is getting lumped in with the negative press generated by GMAC's announcement.

He is worried that potential customers are staying away because they believe they cannot qualify for a loan today.

"That's the absolute farthest thing from the truth," Kennedy said. "I have fewer customers than I used to, but the customers I do have, I have no problem getting them loans."

GM is launching a national advertising campaign today to reassure consumers that they can still get loans to buy its cars and trucks.

Ford's move comes just days after the automaker's sales and marketing chief, Jim Farley, told reporters that his company needs to do more to convince consumers that they can still get loans and leases from Ford.

Ford Credit spokeswoman Meredith Libbey confirmed that the letter is part of that effort.

"Some other finance sources have made changes," she said. "Ford Credit still has money to make loans and leases."

She noted that Ford Credit has not changed its financing standards, despite the national credit crunch.

Dealers like Kennedy are stepping up their own marketing efforts. He and other dealers in the region are preparing new television commercials touting the availability of credit at Ford stores.

Kennedy also owns a Chevrolet franchise, and he said the ready access to credit at Ford has become a major competitive advantage. He is glad Ford resisted Wall Street pressure to sell its credit arm.

"I'm so glad they didn't, because right now Ford Credit is one of the best bullets we've got in the gun," he said.