Ford marketers scrap mpg numbers on C-Max Hybrid adverts

Article by Christian A., on October 21, 2014

Ford has restated the estimated mpg numbers of its C-Max Hybrid twice in two years, and in doing so, it could no longer brag about being more fuel efficient than its main target, the Toyota Prius. That was a headache for its marketers, who somehow managed to find a way to sell Ford’s hybrid-only nameplate.

When Ford launched the C-Max in 2012, the carmaker made its fuel economy numbers – then 47 mpg city/47 highway/47 combined – central to its message to customers. But in the latest marketing push for the C-Max, Ford did away with the mpg numbers, and instead focused on the hybrid as versatile, filled with technology and fun to drive.

Ford recently had a double-page spread in The Week magazine, in which the C-Max is pictured on a road by a beach with words floating in the air above the vehicle. All these words – none mentioning fuel economy-- pertain to one thing about the C-Max: “a fun-to-drive hybrid does exist."

Joe Marini, Ford electrified vehicle consumer marketing manager, remarked that while consumer consider fuel economy as important, they still “don't want to sacrifice real-car feel." He remarked that Ford is pushing to “maximum horsepower” and “maximum technology” for the C-Max hybrid."

While the Prius boasts of higher estimated mpg on its stickers (51 city/48 highway) than the C-Max (42 city/37 highway), Ford says its offering returns 188 hp while the Toyota hybrid offers 134 hp.

Likewise, Ford has adjusted the prices for C-Max SE and the C-Max Energi plug-in hybrid. It also priced its 2015 C-Max Hybrid SE at $24,995 including shipping, which is almost a bit more affordable than the 2014 Prius V ($27,575, including shipping).

Ford has seen sales of the C-Max drop by a third following the first fuel economy restatement. In the first nine months of 2014, Ford posted a 23-percent dip in sales of the C-Max, including C-Max Energis, to units.

If you liked the article, share on:

Comments

Recommended

When Chevrolet came out with the 2018 Equinox last September, the facelifted model was offered in a diesel option for the first time, plus it weighed much less at 400...
by - July 23, 2017
If you are a huge fan of the hardcore GTS version, you probably know that the closest you could get to that model is the upgraded model of the M4...
by - July 23, 2017
Audi’s intention to bring out the Renn Sport Racing version of the Q5 was made clear when it unveiled the Audi SQ5 at the 2017 Detroit Motor Show early this...
by - July 22, 2017
Kia’s Sorento midsize sports utility vehicle is reaching its mid-cycle for the 2018 model year. Thus, its fans, enthusiasts and satisfied customers are expecting the Sorento to receive an update...
by - July 22, 2017
The Lotus Evora Sport 410 astonished the world after arriving as the more powerful and lighter edition of the already impressive Evora 400. Now, Lotus Cars is throwing in another...
by - July 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries