Ford Motor Co. is launching an aggressive new incentive program Jan. 14 offering customers up

to $2,500 cash back or zero percent financing on 36-month loans for most of its 2002 Ford-brand cars and trucks, the automaker announced on Jan. 11.

The program runs Jan. 14 through March 5 and replaces Ford's current zero percent financing program that has run since September.

Ford's cash rebate program -- ranging from $1,000 on the Mustang to $2,500 on the Expedition sport utility vehicle -- is similar General Motors Corp.'s two-week-old program that offers a $2,002 cash-back bonus on all 2002 models.

Ford customers also can choose 0.0 to 4.9 percent financing or special lease options in lieu of the cash rebates, according to company officials. Ford will continue offering 3.9 percent loans for 48 months and lowered the rate on 60-month loans from 5.9 to 4.9 percent.

Two popular models, the Ford Thunderbird and Escape, are excluded from the promotion.

GM eliminated zero percent offers Jan. 3 in favor of $2,002 cash rebates for most GM divisions, plus an additional rebate or 6.9 percent financing on some models.

GM's program runs through Feb. 28. The Chrysler Group is offering cash rebates ranging from $500 to $2,000, or finance rates ranging from 1.9 percent to 5.9 percent, through March 5. Chrysler Group incentives vary by model and by region.