US car firm Ford has boosted incentives for its pick-up trucks, in a bid to counter declining sales of utility vehicles in recent months.
Ford says meeting F-series sales targets will be hard
Since Friday, the firm has added an extra $500 to $1000 (£270-£540) in rebates on the F-series pick-up trucks.
The move brings the total discounts on the vehicles to between $4,000 and $4,500, depending on the model.
Sales of gas-guzzling utility vehicles have fallen in recent months as oil prices have soared.
F-series trucks are critical for Ford, since they account for more than 25% of Ford's US sales.
Ford aims to sell 900,000 F-series vehicles in 2006 for the third consecutive year, even though second-quarter sales of the vehicle dropped by 8.5%.
"With fuel prices being what they are, it's going to be tough," said a spokesperson for Ford on Monday.
The latest news comes after the firm saw a second-quarter loss of $123m, missing analysts' forecasts.
Ford, which is currently restructuring its North American operation, has been criticised for its focus on utility vehicles and trucks in recent years, rather than expanding other models.
Strong competition from more efficient Japanese producers, such as Toyota and Nissan, has eaten into Ford's market share.