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Ford Sets Another Hybrid Sales Record, Says Buyers Want Technology

Sections: Fuel Economy, Infotainment, Powertrain

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The 2013 Ford Fusion Hybrid

The 2013 Ford Fusion Hybrid is among the models helping Ford eclipse all-time brand hybrid sales records in the first quarter of 2013. (Photo courtesy Ford Motor Company.)

Ford said it sold more than 20,000 hybrid vehicles for the first time ever during the first quarter of 2013 and credited its hybrids’ technology both under the hood and in the cabin with making the cars more attractive to buyers.

According to a press release from Ford, it was the best sales quarter ever for hybrids from the Motor Company, with sales totaling 21,080 hybrid vehicles– an increase of 324% over 2012, when the automaker had relatively few hybrid options by comparison. Q1 2013 marked the first quarter when Ford had its full line of hybrids on sale, including the Fusion Hybrid, Fusion Energi,  C-MAX Hybrid, and C-MAX Energi, the release said.

“This record sales quarter was driven by the success of the C-MAX hybrids and Fusion hybrids,” the release said. “The all-new design, fuel efficiency and smart technology the company’s new hybrids offer is attracting an entirely new group of customers to Ford showrooms.”

Ford said 75% of customers in “key hybrid markets” are coming to Ford from other brands.

“In addition to fueling a surge in sales of Ford’s latest electrified vehicles, these customers are equipping their new rides with some of the most advanced technology on the market,” the release added.

For further details on just how buyers are choosing to equip their hybrid Fords with that technology, Ford quoted J.D. Power survey numbers:

Hybrid customers want technology under the hood and in the cabin

Early buyer data from industry analytics firm J.D. Power indicate design and technology are among the top reasons customers are choosing Fusion Hybrid over the competition. Fusion’s stunning new design grabs attention at first glance, while technologies including SmartGauge with EcoGuide, Lane-Keeping System, Driver Alert, Blind Spot Information System (BLIS) and SYNC with MyFord Touch help to close the deal.
Technology features highly sought after in Fusion Hybrid include:
  • 70 percent of all Fusion Hybrids are equipped with the MyFord Touch package compared to just 50 percent on the conventional Fusion
  • BLIS and Lane-Keeping System are installed on 31 percent of hybrids, double the rate of the conventional Fusion
  • 12 percent of hybrid customers select active park assist, compared to 7 percent for the conventional Fusion
C-MAX Hybrid customers are also far more likely to load up their vehicles:
  • Vehicles equipped with technology packages on C-MAX Hybrid move off dealer lots three times faster than those without
  • 27 percent of C-MAX customers get the panoramic fixed-glass roof
  • More than three out of four customers choose the hands-free liftgate

So it looks like all those claims about Ford’s hybrids not meeting EPA mileage estimates haven’t slowed sales. It will be interesting to see if this trend of increasing sales continues apace, or if it reaches a plateau. For now, we’re just hoping we can get our hands on a Ford hybrid or two and see whether we can hit those EPA numbers.

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