Ford Fusion: Challenges Competition

By: Anthony Fontanelle

The Ford Motor Company has faced problem after problem in
recent memory. This shows and is reflected in their performance
in the market. While the Michigan based car maker has suffered
loss and other problems in the past months, the company is
trying to put itself as one of the serious competitors in the
market. They hope to attract American motorists to once again go
for American cars like their Ford Fusion vehicle.

In an effort to create a center of attention for the Fusion,
Ford is taking a step to challenge its competition, namely Honda
and Toyota. The approach that Ford is taking is a simple on but
very effective. The auto maker allows consumer to see how the
Ford Fusion perform against Toyota and Honda vehicles.

The contest started back in December last year when Car and
Driver magazine facilitated a test on how the Ford Fusion will
do against its class-mates. At the said event, consumers are
allowed to drive the three vehicles - the Ford Fusion, Toyota
Camry, and the Honda Accord. The aim of the test is to see which
car consumers will opt for in terms of attractiveness, the fun
it offers while driving, performance, and handling as well. The
result of the test shows the Ford Fusion besting both the Toyota
Camry and the Honda Accord.

Following the tests conducted in December, Ford launched an ad
campaign in January of this year based on the result of the
tests. The approach taken by Ford in marketing the Fusion is an
"overwhelming success" according to the company's leadership
team. What Ford shows as the proof for the success of the ad
campaign is the number of Ford Fusion units that they have sold
in February of this year. As a result of the ad campaign, Ford
sold more Fusion units in February this year compared to
February 2006's sales numbers.

After the successful result of the ad campaign for the Fusion,
Ford sees it fit that the same approach should be taken in the
marketing of their other vehicles. Last month, Ford took the
Fusion in California to be pitted against Asian vehicles where
400 consumers will gauge the performance of the Fusion against
Asia brands. This time, the event was facilitated by Road &
Track Magazine. Once again, the evaluation of the 400 consumers
shows that the Ford Fusion is ahead of its competition.

After the tests have proven the supremacy of the Fusion over its
Asian counterparts, Ford once again launched an ad campaign to
exploit the result of the tests. This time though, Ford added
the Ford Expedition and the Ford F150 truck in the ads. With
these ad campaigns, Ford hopes to stop the company's downward
slide as effective as EBC
Redstuff brake pads in stopping a car in its tracks.



About the author:
Anthony Fontanelle is a 35-year-old automotive.buff who grew up
in the Windy City. He does freelance work for an automotive
magazine when he is not busy customizing cars in his shop.