Ford Motor Co. posted record sales of its Fusion sedan in the United States in March, when incentives for the model were hiked 32 percent to compete better against its rivals in the family-car market. According to Erich Merkle, Ford's sales analyst, Fusion sales in March 2014 topped the previous record of 30,284 sold in March 2013, making the second time the carmaker has sold over 30,000 Fusions in a month.
The Fusion is Ford’s primary challenger to reclaim the US car-sales crown from Toyota, which Camry model has been the king of car sales in the country for the last 12 years. In 2013, Fusion was behind the Camry, Honda Accord and Nissan Altima in terms of sales among mid-size sedans. Merkle described the rivalry in the segment as “hand-to-hand combat.”
Ford increased incentives on the Fusion by $770 to an average $3,160 per model, which according to Merkle was still $80 below the average discount in the mid-sized car category. Despite the increased incentive, the Fusion still carries an average price of around $23,500 – higher than the Camry. He noted that Fusion's average price in March was lower from last year.
Ford posted an 11.3 percent drop in Fusion sales in the first two months of 2014 to 44,615 units, according to researcher Autodata Corp. Toyota, meanwhile, posted a 17.2-percent fall in Camry sales in the period 52,330. Nissan grabbed the lead in the first two months of the year after posting an 8.5-percent surge in sales to 53,364 units. Honda logged a 12.9-percent drop in Accord sales through February to 45,226, according to Autodata.