At a time when most automakers are chasing some kind of sales title, Ford says it will not go after the segment-leading Toyota Camry with its all-new 2013 Fusion. Ford says it will focus on delivering the right balance between price and volume rather than dwelling on sheer numbers.
Ford’s new Fusion promises to be a strong seller thanks to its good looks and advanced powertrains, but the Blue Oval has no intentions of knocking off the Toyota Camry for the sales lead in the mid-size sedan segment.
“Between price and volume, we’ll sort out the right mix,†Jim Farley, Ford’s global marketing chief, told Bloomberg. “I don’t think we’re very enamored with being No. 1 just to be No. 1. We’re much more enamored with getting the right price point and the right kind of people to buy the car.â€
Although Ford’s decision to balance price with volume is a calculated move, research firm IHS Automotive says the Dearborn-based automaker couldn’t compete with Toyota on volume even if it wanted to. Ford recently upped its Fusion production capacity to 400,000 units, but Toyota’s plants in Kentucky and Indiana can crank out 500,000 Camry models per year. Although neither company is planning to run its sedan plants at full capacity, the Camry is forecasted to hold its sales lead for the foreseeable future.
In fact, the Fusion is expected to fall one spot on the mid-size sedan sales chart this year, ending 2012 behind the Toyota Camry, Honda Accord and Nissan Altima. But, as long as the Fusion remains profitable, that won’t be of any concern to Ford.
