Ford prices Aviator to compete with Toyota RX 300

August 27, 2002 Dearborn, Michigan Bloomberg news reported that Ford Motor Co., the world's second-largest automaker, priced its new Aviator sport-utility vehicle to compete with Toyota Motor Corp.'s Lexus RX 300 and to try to end a decline in sales of Lincoln models.

Ford will sell the 2003 Aviator for $39,995 to $45,865 starting in October, and estimates sales of 30,000 in the first full year of production, spokeswoman Nancy Carollo said. Prices include a $740 delivery and destination charge.

The Aviator is the first midsize sport-utility for Lincoln, a division that also sells the larger Navigator sport-utility. The Aviator will compete with Toyota's RX 300, which sells for about $34,000 to $44,000, said Rebecca Lindland, a senior analyst at DRI-WEFA, which surveys automakers and suppliers.

Toyota sold 42,598 RX 300s through July, a 2.3 percent decline from the same time last year, while sales of Lincoln cars and trucks fell 15 percent to 85,584, according to Autodata Corp.

Lincoln is coming out with revamped models, including a revised 2003 Town Car sedan, a revamped LS sedan, and a redesigned Navigator large sport-utility.