Toyota may be the acknowledged master of hybrid cars - after all, they were one of the first to the party - but Ford isn't about to let its Japanese rival steal the show.
To this end, Ford is promising big things with the 2013 Ford Fusion Hybrid - including Camry Hybrid-beating fuel efficiency.
Toyota's latest Camry Hybrid gets 43 mpg city, 39 highway and 41 combined. For a midsize sedan, those are pretty good numbers.
The 2.0-liter hybrid version of Ford's next Fusion looks like beating them by quite a way. According to Bloomberg, Ford said the 2013 Fusion Hybrid will get 47 miles per gallon city, and 44 highway.
Ford was the first U.S. manufacturer to sell a hybrid vehicle, and models like the Escape hybrid have been racking up huge mileages in near-total reliability as taxis in cities like New York and San Francisco.
Ford's hybrid technology has been developing at quite a rate too - from holding 30 patents a decade ago, it now as 461 patents relating to its gasoline-electric drivetrains. Ford says its engineers are competitive, and says the competition between Camry and Fusion will be even better for consumers.
The company wants a greater share of the advanced technology car market, and expects hybrids and plug-in vehicles to account for 10 to 25 percent of global sales by 2020 - so the benefits for mastering the technology early are clear.
Ford's new Fusion hybrid will go on sale in the fall. An even more efficient plug-in version, dubbed Energi, will follow.