As sales promotions go, Ford's new "Friends & Neighbors" offer is not just another deal. Instead, it's one of the biggest incentive programs an automaker has rolled out since before the recession.
That's why it's sparking such mixed reactions.
On one hand, Ford dealers are excited that the discount will spark strong demand and year-end sales. On the flip side, some analysts are wondering if the move will push automakers to repeat mistakes they made 10 years ago, when they cut prices so dramatically that it destroyed their profitability.
Here are the details, according to information obtained by CNBC from a dealer: Starting Tuesday, Ford's "Friends & Neighbors" offer will knock off up to 10 percent from a new model's manufacturer's suggested retail price.
While the discount varies by model, it generally comes within approximately $200 of the invoice price paid by dealers. But the real kicker is that the offer can be tacked on to other incentives, allowing buyers to get some of the largest discounts seen in years.