AUTOS: A Fire Sale On Air Bags

A Fire Sale On Air Bags

Call it a case of deflated consumer attraction. Since March 1986, Ford has offered a driver-side, anticollision air bag as an $815 safety option on its Tempo and Mercury Topaz compact autos, which sell for a base price of about $9,000. Apparently the bag option has little allure for many buyers, who have bought the safety devices on only 2% of the 189,000 Tempo and Topaz cars sold since the 1987 model year began. Last week Ford tried to pump new life into its air bags by slashing the price to $295. The company hopes that will move more air bag-equipped...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!