Ford Not Seeking Sales Title With The New Fusion

William Maley

Editor/Reporter - CheersandGears.com

January 25, 2012

Ford is going down a different path from other automakers. The company says it will not go after the segment leader, the Toyota Camry with its brand new 2013 Fusion. The plan is to focus on a finding a balance between price and volume.

“Between price and volume, we’ll sort out the right mix. I don’t think we’re very enamored with being No. 1 just to be No. 1. We’re much more enamored with getting the right price point and the right kind of people to buy the car,” said Jim Farley, Ford’s global marketing chief.

Even though Ford’s decision to balance price with volume is a calculated move, Ford couldn’t compete with Toyota on volume if they wanted to. Research firm IHS Automotive says Ford’s production capacity for the Fusion is 400,000. However, Toyota’s production capacity for the Camry is 500,000. Although neither company is planning to run their sedan plants at full capacity, IHS forecasts the Camry will hold a slight lead.

This strategy will also cause the Fusion to drop in the sales charts. Jessica Caldwell, sales analyst with Edmunds.com says the Fusion will drop from third to forth place. The Camry will be first, followed by the Accord and then the Altima.

t’s going to be hard to outsell the Camry. Camry has been on top so long they’ve built up a huge, loyal owner base. Just from the sheer numbers, Camry is hard to beat,” Caldwell said.

Source: Bloomberg