You have to understand that affordable rental projects must be supported in some way by low-interest or no-interest financing.

The low- to no-interest financing might be a better option if the buyer wants to keep the vehicle for a long time.

But the Big Three's trucks currently come with rebates of up to $2,500 plus low- or no-interest financing.

On the Expedition, Ford will offer no-interest financing for up to five years and $5,000 cash back.

This month, Ford began offering no-interest financing for 60 months on its hybrid Escape.

Toyota has also started offering the first incentives on the Prius, including some no-interest financing, and lease deals of as little as $219 a month.

Chrysler is offering a choice of no-interest financing for 60 months or up to $6,000 cash back on about two-thirds of its remaining 2006 vehicles.

The group also provides no-interest financing, and monthly mortgage payments go into a revolving fund that is used to build more houses.

On Thursday, Ford introduced a deal that offers no-interest financing and $1,000 worth of free gas to buyers of nearly all models.

Mr. McCulley added that consumers had come to expect no-interest financing for cars and trucks regardless of changes in the economy.