Sarrazin Gains Final Seat For Toyota Racing At Le...
News
Reviews
Guides
Gas Mileage
Car Types

Ford: "People Think We're Poor On Gas Mileage"

 
1,416 views Nov 15, 2011
Follow Antony

2011 Ford Fiesta

2011 Ford Fiesta

Enlarge Photo

Ford has an image problem. Not to the average punter of course - cars like the Fiesta and Focus are at the top of the class and the Mustang undoubtedly casts a halo over the brand.

No, Ford's image problem is one of gas mileage. According to Automotive News, Ford says only 32 percent of U.S. drivers believe their cars are fuel efficient - meaning a worrying 68 percent have a low opinion of fuel economy in Fords.

You're probably as confused as us - after all, the 2011 Ford Escape Hybrid came second in our top-five high mpg all-wheel-drive list, the 2012 Ford Fusion Hybrid made it onto our list of the top 10 highest mpg cars on sale and both the 2012 Ford Focus SFE and the 2012 Ford Fiesta SFE made our 40 mpg for $20,000 list.

So what gives? Ford clearly produces some fuel efficient cars, but consumers are seeing the opposite. This could be problematic, as Ford's global marketing chief Jim Farley points out.

"Fuel economy is ground zero in pricing power in the U.S. for Ford... If you can change perceptions on fuel economy, you can change pricing power across your whole lineup."

With sales up 11 percent in October compared to a market average of 10 percent Ford isn't suffering too much at the moment, but despite the heavy push towards EcoBoost technology the company is apparently suffering the "eco drag" of vehicles like the Mustang and F-Series trucks - even though these vehicles are far more efficient than they used to be.

Perception of the Blue Oval might change when the 2012 Ford Focus Electric hits the streets, as rival GM's green reputation has no doubt improved since it released the Chevrolet Volt range-extended electric vehicle.

Even if sales aren't particularly high, electric cars improve a company's green image as much as cars like the Mustang and Corvette do for a sporting image.

After all, we already know that offering electric cars helps sell gasoline vehicles too...

+++++++++++

Follow GreenCarReports on Facebook and Twitter.





Posted in:
 
Contribute
Send us a tip Comment Contact the editor
Follow Us

 

Have an opinion?Join the conversation!

  • Posting indicates you have read this site's Privacy Policy and Terms of Use
  • Notify me when there are more comments
Comments (5)

  1. fb_100002494343393 avatar Jason Hendler Posted: 11/15/2011 12:33pm PST

    I thought everyone was going to buy Ford, because they didn't go bankrupt. Instead, they seem out of step with those nimble automakers like GM, who did go bankrupt.
     
    Post Reply
    +1
    Bad stuff?

  2. jwheinen avatar Jan-Willem Heinen Posted: 11/16/2011 1:34am PST

    Well, as a European I do not think Ford has an images problem. The best selling car in the US 2010 was de Ford F150 (correct me if I am wrong). There is no hybrid version for that car, is there? Since the best selling US car is also the worst in terms of fuel economy and Ford is not doing anything to change that, there is no reason to assume that Ford wants to do better.

    Ford - if you want to change your image, take real action instead of fooling the world with a limited numbers of EV's. The pickup is a great vehicle to electrify, you just did not have the guts to change a conservative segment.
     
    Post Reply
    +1
    Bad stuff?

     

  3. robok2 avatar robok2 Posted: 11/17/2011 8:30am PST

    Mr. Heinen, there isn't a supplier in the world that can supply hybrid components for a vehicle with 500k annual volume. Is that Ford's fault. And your lack of research is amazing; Ford has best-in-class mileage for the F-150 to begin with. Not to mention best-in-class or very close for the Fiesta, Focus, Escape, Explorer, etc...
    The F-150 is a truck, not a car... Are you joking???
    Let me know when you find an OEM making 500k + EVs, a supplier with capacity for the same, etc. Perhaps even you could take 10 seconds to notice that all EVs now are done in low volumes and at a loss per vehicle.
    Guts? Let me know when losing billions at first for possible success later works for your employer, okay?
     
    Post Reply
    Vote
    Bad stuff?

  4. robok2 avatar robok2 Posted: 11/17/2011 8:30am PST

    Mr. Heinen, there isn't a supplier in the world that can supply hybrid components for a vehicle with 500k annual volume. Is that Ford's fault. And your lack of research is amazing; Ford has best-in-class mileage for the F-150 to begin with. Not to mention best-in-class or very close for the Fiesta, Focus, Escape, Explorer, etc...
    The F-150 is a truck, not a car... Are you joking???
    Let me know when you find an OEM making 500k + EVs, a supplier with capacity for the same, etc. Perhaps even you could take 10 seconds to notice that all EVs now are done in low volumes and at a loss per vehicle.
    Guts? Let me know when losing billions at first for possible success later works for your employer, okay?
     
    Post Reply
    Vote
    Bad stuff?

  5. fb_678192717 avatar Jason Dunham Posted: 11/16/2011 3:59pm PST

    It's true that Ford still makes gas guzzlers, but so does every major auto company, including Nissan. I think Ford needs an integrated advertising campaign that highlights their commitment to technology and efficiency. For instance most people aren't aware that My Ford Touch is available on most 2012 models include the Focus: http://www.ford.com/technology/sync/
     
    Post Reply
    Vote
    Bad stuff?

 

Have an opinion?Join the conversation!

Find Green Cars

Go!


More from High Gear Media

 
 
Green Car Reports
  • Follow Us
  • Twiiter
  • Facebook
 
 
© 2011 Green Car Reports. All Rights Reserved. Green Car Reports is published by High Gear Media. Send us feedback. Stock photography by Homestar, LLC.