Ford thinks that customers who prefer an increase in efficiency would be willing to pay more for the 2013 Fusion sedan. The hybrid costs considerably higher but auto start/stop is offered as a stand-alone option. There’s actually a new study that indicates that customers are eager to pay higher for a more frugal car just so they don’t have to pay more for fuel.
In the new survey that Ford conducted, over half admit to changing their driving habits to save on fuel. In addition, about 25% of the respondents said that they would willingly spend an extra $1000 of discretionary income for a vehicle or vehicle option that lessens their refuelling cost. Ford is glad about these conclusions since it is preparing to offer six different hybrid, plug-in hybrid, and electric vehicles. It’s also set to sell a range of three-, four-, and six-cylinder turbocharged engines in nearly every other model.
Ford asserts that its Fusion with the new start/stop function improves its fuel economy by 10% copared to models that don’t have this. The survey also confirmed that nearly everyone believe in the importance of fuel- and energy-efficient technologies. It determined too that customers consider the opportunity to save money as one of the primary reasons for buying efficient products. Asking for the 2013 Fusion to be installed with auto start/stop adds $295 to the price but upgrading from the Fusion to the Fusion Hybrid means that buyers have to shell out $5500 more.