Ford aims to finish this year with 11 percent share of electric vehicle market

Article by Christian Andrei, on December 4, 2012

Ford Motor Co. estimates that for this year, it will end up with 11% of the U.S. market for hybrid, plug-in hybrid and battery electric vehicles. This bodes well for its goal to challenge Toyota Motor Corp.'s dominance in the U.S. hybrid market. If Ford hits this target, it would be a record and is actually more than double its present share of 5.2% in the U.S. electrified vehicle market.

Auto information site Edmunds.com said that that demand for the Prius hybrid helped Toyota to get a 70.4% share of the electrified vehicle market in the first 10 months of the year. Ford's bigger U.S. competitor General Motors makes up 12.5% of the market. But Edmunds.com data indicate that Toyota's market share has fallen to 60.9% in October.

On the other hand, Ford took an 11.8% share of the market in October. Offering a better fuel economy is one of the central pillars of Ford’s business strategy. Ford has also not made a secret of its plan to rival Toyota when it comes to fuel economy. Last Thursday, Michael O'Brien, Ford's electrification marketing manager, said that Ford isn’t a pioneer in this segment but it is confident that its products have many attributes that are the best in the market.

Ford’s new C-Max lineup of hybrid and plug-in hybrid crossovers are positioned to directly rival the Prius brand. For the month of November, Ford sold a record figure of over 6,000 electrified vehicles. Ford added that about 4,400 of those sales have originated from Ford's newly launched C-Max hybrid and plug-in hybrid. Ford said that the Fusion hybrid, which earned the Green Car of the Year award, is one of the fastest-turning nameplates in Ford's dealerships.

Topics: ford, electric car

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