The article mentions 'transaction costs' may not vary that much, which I take to mean Ford's retail prices will bear a little more resemblance to the price most customers pay.
For example, the website says Focus from £17,000 or so, but a few more clicks brings you to a Zetec S at £14,000, including a 'customer saving' of more than £3,000, and including some electronic goodies.
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