Ford's New Ads Bill Fusion as Most Fuel-Efficient Sedan in America
By John O'Dell March 3, 2009
Ford Fusion billboard makes fuel economy rating as prominent as the hybrid car it is selling.
The top reason U.S. car shoppers don't buy a Ford is fuel economy; they think Ford makes only gas-guzzlers, the automaker's research shows.
The company is looking to dispel that notion with its massive new advertising campaign for the 2010 Ford Fusion and, most notably, the 2010 Ford Fusion Hybrid.
Quite simply, Ford bills all versions of the Fusion -- from the four-cylinder to the V6 to the gas-electric hybrid -- as the most fuel-efficient midsize sedans in America.
The first print ads were featured in newspapers Monday; the first television commercials air tonight on American Idol.
Most of the 30-second spots focus solely on fuel economy.
The Ford Fusion Hybrid ads emphasize the car's EPA rating of 41 miles per gallon in the city -- better fuel economy than the Toyota Camry Hybrid -- and its range of 700 miles on a single tank of gas.
Matt VanDyke, Ford's U.S. marketing director, said consumer research showed that a "4" (as in 41 mpg) instead of a "3" at the beginning of a mileage rating resonates loudly with car shoppers.
Another feature Ford incorporated into its Fusion Hybrid ads -- its gets 8 mpg more than a Camry Hybrid -- also struck a chord with shoppers.
And how about that "5" at the front of the 2010 Toyota Prius' mileage rating of 50 miles per gallon?
VanDyke pooh-poohed the comparison, saying Ford's research shows Fusion Hybrid prospects will cross-shop the Camry Hybrid, not the Prius which, while now a full-fledged midsize car, is a hatchback rather than a conventional sedan.
We'll see.
The bigger picture of the campaign is that Ford needs to persuade the American public that it is a real car company.
"Ford is known as a truck and Mustang company," said VanDyke. "We've got to convince the public that Ford's got a full car portfolio."
Indeed, reversing the notion that Ford is primarily a truck maker is particularly important as cars last year outsold trucks for the first time since 2001. It is a trend that Ford sees accelerating in the years ahead.
Michelle Krebs, Editor, Edmunds' AutoObserver.com
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Anybody who has researched cars in the last five years knows that Ford is at or near the top of the fuel efficiency list. They just need to update the aging modular V8's -- or replace them, as seems to be the plan, with the Ecoboost 6's.
While I associated Ford with quality (if somewhat conservative and dowdy cars), I never really considered them tops in fuel efficiency. This new hybrid should change all that. I would be more inclined to purchase a Fusion than a Prius, despite the higher cost. I just think you get a more practical sedan and better driving experience with the Fusion Hybrid. But I am impressed with the economy the Prius has achieved. Don't wish to take that away from Toyota!
If you took out the public and institutional bias in favor of Toyota and Honda, the Fusion Hybrid would outsell the Prius, Civic, and Camry hybrids. The car looks better, drives better, is bigger, is less expensive (especially when factoring in the $3400 tax credit) and is built to last. I have owned plenty of Japanese cars (and still do) but Fords are built with the same fit and finish. I think I might just have to put the proof behind my words and buy one.
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