Ford gas mileage suffers in public eye
Mon, 2011/11/28 - 11:47am — paulwalker
As reported by Green Automobile Reports, the Ford Motor Co. has an image problem. It seems the public thinks Ford's fuel economy efforts are deficient. A whopping 68 percent of those polled by the automaker are unhappy with Ford's take on fuel economy. Article resource: Public opinion poll: Ford fuel economy is severely lacking
Every little thing the consumers believe
In spite of the truth that vehicles such as the Ford Fiesta and Ford Focus consistently rank at the top of the class for fuel economy, Ford’s consumer poll indicates that customers do not associate the brand with the growing green transportation movement. This is hard for Ford’s global marketing chief Jim Farley.
“There are 240 million people driving vehicles in America, and only 32 percent have a good opinion of Ford on fuel economy,” Farley noted while at the Barclays Capital 2011 Global Automotive Conference. “That means 68 percent don’t.”
Numbers
Ford has earned $6.6 billion over the first three quarters of fiscal 2011, thanks to sales of the fuel-efficient Fiesta subcompact and the versatile Explorer sport utility car. The auto industry’s total gain is at around 10 percent, sources reveal, while Ford’s United States sales are up 11 percent. Yet the negative public perception surrounding Ford fuel economy indicates to Farley that the automaker is not doing enough.
“Fuel economy is ground zero in pricing power in the U.S. for Ford,” Farley said. “If you can change perceptions on fuel economy, you can change pricing power across your whole lineup.”
Making things various
Ford knows all about fuel economy. It is worked into many vehicles. The 2012 Ford Fusion Hybrid got top 10 in its class while the 2011 Ford Escape Hybrid got top five for mpg. Both the 2012 Focus SFE and 2012 Fiesta SFE exceed 40 mpg for about $20,000.
Public opinion will be shifted with EcoBoost engine technology which will make mileage 20 percent better. Just like the Chevy Volt EV changed how individuals felt about General Motors, the 2012 Ford focus Electric will hopefully change public opinion.
“But we have a long way to go,” Farley said. “Those that own fuel economy in the U.S. own pricing.”
All about Ford
Articles cited
Autoline
Automotive News
Green Car Reports
Printer-friendly version
Send by email
PDF versionFeatured Video
Polls
All rights reserved. © topCar 2009. Published in South Africa by Media24
Comments
Ford fuel consumption. Same story with the EcoSport/ Kuga.
A friend of mine here in Brasilia in Brazil owns a Ford EcoSport SUV( I think it's known as a Kuga in the U.K.?) with a 2.0 Lt. motor. He tells me the consuption is abysmal to say the least. Yes, it is a 4x4 vehicle which he drives to work most days and it takes 15 mins one way, in traffic which moves at a fair pace and never really 'jams up'. I'd guess he's less than 10 Kms from work. Anyway, we all do the odd bit of driving in-between working hours too. On average he fills his vehicle twice a week. I, in comparison, drive a Honda 'Fit' or 'Jazz' as we in SA k know it. I only fill my car every two weeks and I live further from the same work-place. We don't have kids, he has two, so I guess they do a bit more mileage.(kilometridge?)
He tells me everyone he's met that also drives a EcoSport has agreed that the consumption is alarmingly high. I think this problem will have been attended to in the New version which I hear is coming to SA. I also believe I read that it has been given a redesigned motor. I'd have bought one myself but this friend said that I should not even consider buying one and that he was sorry he ever did! (That's awful!) He also has a motorcycle he uses to go to work with when the wife needs the car. Makes one think does it not?
p.s. Why did Suzuki ever take the 1600 JLX Vitara off the market? I owned an American version in a five door config. and had it for 14 years. No problems; read my lips...NO Problems! just checked fuel and water and oil, serviced it regularly as required at a friend's - not the dealer's! I sold it in Equatorial Guinea. Had I known I'd be coming to Brasil I'd have kept it! Problem was that it takes months to re-register a Left-Hand drive Vehicle in SA. One may not bring in a L.H.D anymore unless you have it converted or you've registered it before the Law was promulgated. What does one buy in a small 4x4 with a transfer-box?
Happy Motoring!