Fusion vs Camry and Accord - the Ford Challenge

Nomen Nescio · 2007-05-01T19:40:06+00:00

Wall St Journal - May 1, 2007Barry Engle, Ford's new North American marketing chief, acknowledgedthat companies usually avoid giving free advertising to rivals. But hesaid the challenge ads are meant to "provoke people to try our productsand making sure we are on the list." Mr. Engle also said Ford needs toface the fact that consumers are pitting the company's vehicles againstthose from Honda Motor Co. and Toyota when choosing what to buy. As aresult, he aimed at giving Ford's marketing a more confident tone..the Ford Challenge advertising campaign...asks consumers to compareFord vehicles to their toughest competitors. The first television,print and online ads, launched at the beginning of this year, focusedon the Ford Fusion midsize sedan - Thecommercials showed consumers comparing the Fusion favorably against aToyota Camry and a Honda Accord, both of which were mentioned by name.Honda spokesman Sage Marie said the Ford ad serves as validation thatthe Accord is a benchmark for the segment. Toyota spokesman Bill Kwongsaid Ford wasn't making an "apples to apples" comparison because the adfeatures an all-wheel-drive Fusion compared with a front-wheel-driveCamry.At first, the Fusion got what Ford insiders call the "launch andabandon" treatment, as ads for the car largely disappeared severalmonths after the vehicle hit showrooms after its October 2005 launch.Mr. Engle found that at the end of 2006, two-thirds of consumersweren't aware the Fusion existed. "In the past, we gravitateddisproportionately on our new stuff."But after Ford renewed its push on the Fusion with the Ford Challengeads this year, Fusion sales accelerated, up by almost 33% in 2007through March over a year earlier.Engle is using some of the lessons he learned as president of FordBrazil. Five years ago, Ford faced product and marketing-strategyproblems there similar to those it faces now in the U.S. When Mr. Engletook over the marketing position in North America, he realized therewas a lot more the...

May 01, 2007 21 Replies

Rate this thread:

Mike Hunter 19 years ago

The chassis first used on the Mazda6 was designed by Ford engineers. The Fusion uses the same basic chassis but the Fusion is nothing like the Mazda6. The drive train is different as well. You might want to search the NHTSA site for the safety ratings for both if you believe the Fusion is 'less safe' than the Mazda 6 in their crash tests. ;)

mike

Vote

Eric L. Hulliberger 19 years ago

And what about all that rust that hides behind the 'cheap plastic' on those Pontiacs, my Mom's 1984 Sunbird had so many plastic moldings on it and every one of them had rust behind them by 1989, even though it was thoroughly washed and waxed regularly...

Vote

Join the Discussion

Have something to add? Share your thoughts — no account required.

Didn't find your answer?

Ask the community — no account required