How incentives affect car buyers

Today's car buyers have to consider not just make, model andcolor. Financial incentives have become just as important a variablein what vehicles we buy.

Incentives shouldn't be considered free money, according to thosewho employ them as well as competing lenders and consumer advocates.

At Ford dealerships right now, 95 percent of all new vehiclesqualify for some type of incentive -- from zero interest loans tothousands of dollars in rebates, said Ron Clark, a sales consultantat Fairway Ford in Greenville, S.C.

"Does 'zero' financing still generate business? Absolutely," saidClark, who has been an auto salesman for the past four years. "Peoplehave come to expect …