Ford Motor Co. is kicking off promotions for its top-selling vehicle, the Fusion sedan, with three TV commercials. The 2013 Fusion went on sale just last month. Ford seeks to make potential customers be in awe of the 2013 Fusion’s beauty, which stems from styling reminiscent of an Aston Martin model. In one TV commercial, the Fusion drives by while all other cars on the street go invisible. In the second spot, a Fusion does the “one thing” that the car can’t do – which is to drive off a cliff. In the last ad, we see the Fusion being driven forward while the others go backwards.
In the statement, Ford's global marketing chief Jim Farley said that the ads will portray how Ford is stirring up the mid-size sedan segment.
Ford is relying on the redesigned Fusion to pose a challenge against Toyota Motor Corp.'s Camry, which has been the best-selling model in the U.S. for a long time now. The 2013 Fusion features plenty of new technology. Ford seeks to emphasize that the hybrid version returns 47 miles (76 kilometers) per gallon, which is better than what the Camry hybrid offers. Last January, CEO Alan Mulally unveiled the new Fusion at the Detroit Auto Show.
He had told reporters that Fusion sales set a record last year but he thinks that it can still reap more success in the mid-size car segment. Last month, Fusion sales declined since Ford only had about 25% of the inventory it required to cope with demand, according to Amy Marentic, group marketing manager.
She added that Ford aims to achieve a full inventory by December. She said that Fusion models have a fast turn rate and are remaining on dealer lots just 9 days on average before they’re sold. After briefing the media on the new ads, Marentic explained that Ford continues to build up inventory and that 9,000 new units have just been added.