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 brake pads in stopping a car in its tracks.

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