Ford C-Max Hybrid sales still steady despite mpg rating revision

Article by Anita Panait, on September 13, 2013

When Ford Motor Co. revised downward the estimated fuel economy of its C-Max hybrid, many thought it would lead to lower demand and lower sales. However, Ford has been posting steady demand and sales for the C-Max and is not implementing any changes in the marketing of the hybrid unit despite its lower mpg rating, global marketing chief Jim Farley told Automotive News in an interview.

According to Farley, the carmaker will continue pushing the C-Max’s fuel economy as its selling point against its key rival Toyota Prius V. He remarked that they still have the “leadership claim over the Prius V.” The C-Max is rated at a combined 43 mpg, while the Prius V is rated at a combined 42 mpg.

Farley said that they see no reason to change the marketing for the C-Max as customer reaction “has been great,” noting they were going to have “another great C-Max month” in August. Farley made the comments a day before Ford disclosed a 12-percent monthly surge of C-Max hybrid sales in August to 3,032 units.

Sales of the C-Max have been up and down since it was launched in September 2012. Its peak sales were in November 2012 when 4,848 were sold. According to data analysis firm Autometrics, the C-Max did not incur appreciable damage following a July safety recall announcement or the Aug. 15 fuel economy rating downgrade.

Autometrics chief executive Stephen Shaw said that both the recall and mpg compensation “did not impact retail demand for the C-Max model.” Demand for the C-Max -- measured by hits on third-party car shopping Web sites -- lingered at 1.4% of the small-car market, Autometrics data show.

Ford C-MAX Energi and C-MAX Hybrid will utilize innovative lithium-ion battery systems enhanced and assembled in-house by Ford in Michigan. Every system is intuitively created to optimize usage of normal, high-quality segments, such as control board equipment that has demonstrated field execution in Ford's present, world-renowned hybrid cars.

Li-particle battery packs provide various benefits over the nickel-metal-hydride (NiMH) batteries that power today’s modern hybrid cars. Generally, they are 25 to 30 percent smaller and 50 percent lighter, which allows them easier package in a car. And they can be refined to enhance energy to help acceleration or to augment vitality to broaden driving distance.

While Ford C-MAX Hybrid will work much like the present-day hybrid car, C-MAX Energi will profit from everyday charging to optimize its all-electric range. Thanks to the extreme effectivity of its right-sized battery system, the module hybrid effortlessly energizes 100 percent overnight on a 120-volt outlet.

A full charge in C MAX Energi enables customers to enhance their driving remarkably in all-electric mode and dramatically lessen their utilization of the on-board fuel engine.

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