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

Article by Christian A., 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.

Ford has two new hybrid cars: the C-MAX Hybrid and the Ford C-MAX Energi plug-in hybrid. They will be available in 2012 and are both expected to be setting a new benchmark when it comes to fuel economy.

C-MAX Energi is projected to offer better fuel economy in electric mode compared to Toyota’s Prius plug-in hybrid, which has a 500-mile driving range. Meanwhile, the C-MAX Hybrid is expected to deliver better fuel economy compared to the Toyota Prius v.

Both of the cars boast the next-generation of the carmaker’s acclaimed powersplit technology, which allows you to operate in electric mode at a higher speed compared to any other hybrid.

Sherif Marakby, Director - Electrification Programs and Engineering at Ford, said that the Ford C-MAX is the right vehicle for the time because it combines together a MAV’s versatility, a traditional car’s quality and dynamics, and leading fuel efficiency.

The two C-MAX hybrids topbill Ford's transformed lineup, of which one-third is going to feature a model in 2012 with 40 mpg or more, building on Ford’s commitment to give the Power of Choice to fuel-efficiency-minded customers.

Ford’s near-term electrification plan requires it to increase production for its electrified vehicle range three-fold by 2013. The C-MAX hybrids are going to be produced at Ford’s global C-segment platform. The carmaker has three other electrified vehicles it plans to launch in 2012 in North America.

Topics: ford, electric car

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