Ford Aims to Expand Its Share of the Car Market Setting Aggressive Tone With 2010 Fusion, Hybrid

The new 2010 Ford Fusion and Fusion Hybrid launch this month with a multi-faceted marketing campaign emphasizing Ford's intent to expand its share of the car market

With unsurpassed quality, best-in-class fuel economy and significant residual value improvement, the 2010 Fusion delivers the key attributes that mid-size sedan buyers want

A dynamic ad campaign, titled "We Speak Car," debuts Tuesday, March 3 during the hit television show American Idol, highlighting the segment-exclusive Ford SYNC(TM) technology and delivering the claim of Fusion being America's most fuel-efficient mid-size sedan

DEARBORN, Mich., March 2, 2009: The new 2010 Ford Fusion and Fusion Hybrid launch this month with an aggressive, multi-faceted marketing campaign, making clear Ford's intention to expand its share of the mid-size sedan market, as well as setting an aggressive tone in communicating the brand's strengthening car portfolio.

The U.S. mid-size sedan market is one of the largest segments in the automotive industry, second only to the small cars. In 2008, industry-wide sales of mid-size cars totaled more than 2 million units.

"Fusion established a toe-hold in this important segment when it was first introduced in 2005, with design and driving dynamics unexpected for a mid-size sedan, and we believe the new Fusion will take it to an even higher level," said Ford Sales Analyst George Pipas. "The quality, fuel economy and strong residual value, together with segment-exclusive features, give us a strong opportunity to increase our position in the mid-size car market."

And Fusion has what it takes to get the job done.

According to Automotive Leasing Guide (ALG), the residual value of the Ford Fusion has improved dramatically - a total of six points - from introduction to the new 2010 model, a jump that Pipas says is significant.

"For the consumer, stronger residual values mean higher trade-in values," he said. "It reduces a customer's cost of ownership."

In addition, the 2010 Fusion features bolder styling, smart technologies and the title of being America's most fuel-efficient mid-size sedan. The vehicle achieves 23 mpg city and 34 mpg highway, beating both the Toyota Camry and Honda Accord. The all-new Fusion Hybrid achieves a class-leading 41 mpg rating in the city and 36 mpg on the highway, topping the Toyota Camry Hybrid by 8 mpg in the city and 2 mpg on the highway.

"With the Fusion ad campaign, our goal is to get the facts out to challenge consumers' perceptions and shake up beliefs about what the best choice is among mid-size sedans," said Chantel Lenard, Ford group marketing manager, Global Small and Medium Cars.

"The new Fusion delivers on all the rational considerations that are important to mid-size car customers - as the most fuel-efficient mid-size sedan in America, with quality on par with Camry and Accord, excellent resale value and low cost of ownership," she said. "Add to that the unique attributes that only Fusion delivers - bold styling; a fun, engaging drive experience and smart technology and you have to ask, 'Why wouldn't you buy a Fusion?'"

"We Speak Car"

Dynamic new television ads for the 2010 Fusion and Fusion Hybrid will debut Tuesday, March 3, 2009, during the top-rated television series American Idol, which airs at 8 p.m. EST on FOX.

The ads, titled "We Speak Car," are fresh and energetic, communicating three key messages: the 2010 Ford Fusion is the most fuel-efficient mid-size car in America; the new Fusion Hybrid provides best-in-class 41 mpg in the city; and both models offer smart, class-exclusive technology that customers want, such as SYNC.

"We want car customers to know that we speak their language," said Ford Advertising Manager David Sanabria. "We understand their needs, and we're delivering what they want with the new Ford Fusion."

What consumers want, says Sanabria, is a stylish car that is both engaging to drive and fuel-efficient.

"Fusion has the goods, but we also bring the emotional elements," he explained. "Car customers really are keying in on this marriage of fuel economy with 'fun-to-drive,' and no other car delivers as well on both."

The look, tone and feel of the "We Speak Car" campaign is modern and sophisticated. The television ads feature the Fusion against a crisp white backdrop, interacting with colorful computer-generated imagery and bold graphics.

"The ads are fresh and energetic," said Sanabria. "Rather than simply illustrate features and make claims, the graphics visually amplify the message that 'We Speak Car,' and we can say things that other vehicles can't."

The television ad campaign includes three spots. One focuses on the unsurpassed fuel economy of the four-cylinder gas-powered Fusion sedan. Another spotlights the advanced hybrid-electric technology available in the new Fusion Hybrid, which delivers 41 mpg city and a range up to 700 miles on a single tank of gas. And the third ad focuses on the smart, voice-activated SYNC technology, which is available on all Fusion models.

Print and out-of-home ads mirror the television spots in their presentation.

Digital, Experiential Campaign Elements

A significant element of the launch itself is the most integrated marketing Ford has done yet with American Idol, which includes an exciting, season-long consumer promotion, the "Fusion Music Video Challenge," consistent and meaningful product integration, and consumer events, all designed to get our consumers closer to the new 2010 Fusion.

The "Fusion Music Video Challenge" consumer promotion, featuring the 2010 Fusion, will be highlighted weekly on the show throughout the season. For the challenge, customers will be directed to the Web to answer trivia about the latest Ford Music Video, where they will be entered for a chance to hang with the Idols and see a video filmed live, plus win a limited edition American Idol 2010 Fusion. As the promotion and American Idol season goes on, additional opportunities will be provided for customers to experience the 2010 Fusion firsthand while enjoying American Idol at the grassroots level.

A digital campaign also will launch to draw consumers to find out more about the 2010 Fusion. Reinforcing "We Speak Car," the campaign will use the 2010 Fusion fuel economy facts and the American Idol promotion to draw customers to the www.fordvehicles.com website. There they will experience the product proof "We Speak Car" as well as third party accolades, showing that "They Speak Car", too.

According to Sanabria, people who already have experienced the Fusion share a strong loyalty and passion for the vehicle, which is evidenced by the more than 50,000 enthusiasts who post their thoughts on a variety of social networks on the Internet.

"Customers on Facebook are saying, 'Fusion rocks,'" he said. "That speaks for itself."

The ultimate goal of the "We Speak Car" Fusion ad campaign is to motivate people to get out and drive one, says Sanabria.