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Fusion Hybrid Boosting Ford's Marketshare

By January 30, 2013

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It's hard not to notice Ford's television advertising blitz hawking the stylish looks and high-tech features of Ford's Fusion Hybrid. And it appears Ford is targeting a younger buyer for the Fusion Hybrid than with previous models.

The marketing attention given to the Fusion Hybrid is probably well-placed, as the vehicle is fast becoming a flagship for Ford. The Fusion Hybrid reached an all-time monthly sales record in December 2012 with 3,244 sales as the year drew to a close. Fusion Hybrid's growing popularity probably didn't harm Ford's climb of 9 percentage points in hybrid market share from December 2011 to December 2012 while competitor Toyota saw its share of the hybrid vehicle market drop by 8 points.

And that's not the end of the story, according to the automaker. Ford hybrids are projected to deliver their best January hybrid sales month in history with 5,500 units projected to leave the showroom floor.

Ford has stated that nearly 70 percent of its Fusion Hybrid sales are what is known in marketing as "conquest sales," versus only 53 percent for the Toyota Camry. The term "conquest sale" refers to the vehicle's ability to draw particularly hotly pursued buyers who were choosing between it and a comparable other model without any major preference to choose one over the other at the onslaught of the buying experience. The result is that the successful competitor not only gains sales, but those sales are thought of in terms of taking away sales from a competitor.

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