Ford wants to take back the top spot in U.S. sports car sales

Article by Christian Andrei, on August 29, 2010

Ford Motor Co. will launch a marketing campaign with a focus on fuel economy for its 2011 Mustang that will be released this spring. With this car, Ford intends to once again be the top-ranking carmaker when it comes to US sports car sales.

The US Environmental Protection Agency has certified that the new 3.7-liter V6 Mustang can generate 305hp and achieve 30mpg in highway driving.

Both of these ratings are an improvement over General Motors Co.'s 2010 Camaro, which sold more than the Mustang and other sports cars in February for the ninth consecutive month.

In comparison, a Camaro is equipped with a 3.6-liter V6 engine that is capable of producing 304hp and 29mpg on the highway.

Last month, Ford had stated that already, it has received almost 11,000 orders for the 2011 Mustang. The 2010 model, at the same point in the launch, had only a third of this number.

Research has revealed that many customers decide not to buy a Mustang due to fuel economy, according to Amy Marentic, marketing manager for Ford's cars and crossovers.

That is why Ford's new campaign will be emphasizing improvements in the fuel economy and interior of the sports car. She explained that Ford just wants to give potential customers a "rational reason" to buy this "very emotional car." In February 2010, Ford had higher overall sales than GM, the first time in 12 years.

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