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NEW YORK (AP) -- Ford Motor Co.'s marketing chief says a new effort to regionalize marketing efforts is boosting sales.

Jim Farley said Tuesday that Ford's share of the U.S. retail market was up in January and February for the first time since 2003. Retail share doesn't include sales of vehicles to rental and corporate fleets.

Farley said the company is giving regional managers control of the company's advertising budget and is targeting incentives by vehicle and by region.

Ford is also giving dealers higher margins on vehicles if they spend the money on advertising

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