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In a curious marketing twist, Ford will actually be charging slightly more for the less-powerful, turbocharged four-cylinder engine in the new Explorer.

Until now, such a move would have been unthinkable [but] Ford believes car buyers are ready to pay more for better fuel economy. The company is also betting that customers understand that technology -- like direct fuel injection and turbocharging -- costs money.

Besides, the extra charge will be relatively small, Ford executives say. Final pricing for the Explorer has not yet been announced.


Last updated July 27 2010: 8:17 AM ET
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