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Old 01-04-2007, 04:30 PM   #1
NYCshopper
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Default Ford Fusion Challenges Japanese Brands & Wins

Ford Fusion Challenges Japanese Brands & Wins (organized for subscribers by Car & Driver Mag.)



Press Release:
Quote:
FORD FUSION CHALLENGES JAPANESE BRANDS AND WINS

Major Marketing Campaign to Highlight Consumer Test Drive Results

Ford Fusion challenges Toyota Camry and Honda Accord in a head-to-head drive organized by Car and Driver magazine for its subscribers.

Consumers rate Ford Fusion with all-wheel drive first in “Styling,” “Handling,” “Performance,” and “Fun to Drive” categories.

Test results will be foundation of major, nationwide marketing campaign that begins today.

Dearborn , Mich. , Jan. 4, 2007 – The 2007 Ford Fusion emerged the winner in key areas like “styling,” “handling” and “fun to drive” after a head-to-head comparison test with Japanese sedans organized for subscribers by Car and Driver magazine. Now, Ford is making the results the centerpiece of a major, national marketing campaign for the car.

“In its first year, the Ford Fusion has been recognized by third parties like J.D. Power and Associates, Smart Money magazine, Strategic Vision and the New York Times for its styling, handling, quality and value, and that’s helped turn it into a sales success” said Barry Engle, general manager, Ford Division Marketing. “Now, the Fusion is an even better value and has class-exclusive new options like all-wheel drive, so we’re going directly to consumers to show them just how good the car is.”

More than 600 magazine subscribers participated in the first ride and drive, which was designed and presented by Car and Driver magazine in the Washington, D.C. metropolitan area in mid-December 2006.

Consumers drove three vehicles: a 2007 Honda Accord EX-L V-6, a 2007 Toyota Camry XLE V-6 and a 2007 Ford Fusion SEL AWD V-6 on a closed course.

Before the drive, consumers rated the Honda and Toyota vehicles higher than the Fusion. But after the drive, opinions of the Fusion improved dramatically, leveling the playing field with the competition. Fusion also emerged as the clear winner in key areas including “Styling,” “Handling,” “Fun to Drive” and “Performance.”

The results of the event will be featured in a marketing campaign breaking today in variety of national media, including newspapers, cable and network television, radio and the Internet. The first television ad, titled “Fusion Challenge,” touts the Fusion’s winning results against the Accord and Camry. The second television spot, “Something Different” will offer enthusiastic reactions from participants in the drive and other ads will follow. The print ads use the headline “This test had a lot of turns. And one big twist.” The campaign was created by Ford’s agency, JWT Detroit.

Results of the consumer polls and other information will be available on the Web site: www.fusionchallenge.com. The site will also feature current sales and marketing offers, Fusion product reviews from MSN Autos, Yahoo!Autos and Edmunds.com, and video commentary from Fusion Challenge participants. The second ‘Fusion Challenge’ will take place at the end of January on the West Coast.

“Over the past several years, we’ve conducted numerous subscriber ride and drive events and the results from this program confirm the Ford Fusion’s well earned place among the segment leaders,” said Rob Houghtlin, vice president and publisher, Car and Driver. “The dramatic increase in brand perception amongst the attendees was significant.”

About the Ford Fusion

Ford Fusion distinguishes itself in the highly competitive mid-size sedan segment with its bold exterior design, engaging driving dynamics and highway fuel economy of up to 31 mpg.

New standard equipment for 2007 includes standard side-impact airbags, side air curtains and an auxiliary input jack for MP3-players. New options include a DVD-based satellite navigation system, a factory-installed SIRIUS satellite radio and all-wheel drive (AWD).

The Fusion V-6 is the only vehicle in its class with available AWD, and it is priced essentially on par with V-6, front-wheel drive Camrys and Accords. Fusion SE AWD models start at $24,090, including destination and delivery.

All 2007 Fusion models are covered by a 3-year / 36,000 mile bumper-to-bumper limited warranty as well as a 5-year / 60,000-mile powertrain limited warranty which includes complimentary roadside assistance – two benefits not offered by Toyota or Honda.

Ford Fusion Recognized for Quality, Value and Appeal

Since its launch in the fall of 2005 as a 2006 model, the Ford Fusion has won numerous independent awards for quality, value and appeal.

J.D. Power and Associates ranked Fusion as the 2006 Most Appealing Midsize Car, based on owner satisfaction with the design, content, layout and performance of their new vehicles.

Strategic Vision ranked the Fusion as the best midsized car in the 2006 Total

Quality Awards, based on new-vehicle owner satisfaction.

Both AAA and Parents magazine named the Fusion one of the 2006 Best Sedans for Families, based on family road tests and top crash test ratings.
In an article published Dec. 31, 2006 The New York Times praised Fusion for its “Smart styling, straightforward mechanicals and competitive pricing.”
Consumer Guide calls Fusion a “Recommended” buy, stating that it targets the Accord and Camry, “and matches those perennial class leaders for room and road manners.”

Smart Money magazine selected Fusion as a “Best Value” in the midsize sedan market based on Fusion's features, comfort, ownership costs, and fuel economy.
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Old 01-04-2007, 05:10 PM   #2
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oddly enough, i don't think people buy cars like the Camry and Accord because of styling, fun-to-drive, or because they handle like an Elise....

I think they buy them because they are solid and reliable cars that will be around for a while and maintain some modicum of resale value....

So this brings me to my question...

How come there is no mention of the Fusion's reliability in this ad?
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Old 01-04-2007, 05:15 PM   #3
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Good news for the Japanese based, (Mazda) Mexican built Ford Fusion. Really though, it's a very nice car and will do well in this segment. An America dream though? Not really.
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Old 01-04-2007, 05:48 PM   #4
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Quote:
Originally Posted by NYCshopper View Post
The Fusion V-6 is the only vehicle in its class with available AWD, and it is priced essentially on par with V-6, front-wheel drive Camrys and Accords. Fusion SE AWD models start at $24,090, including destination and delivery.
This bugs me. The Legacy and Mazda6 (yes, I know only in the MS6) don't exist huh?. Curious how the 6 was absent from the test as its a very good volume seller in the Japanese mid-size/family sedan class.
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Old 01-04-2007, 05:56 PM   #5
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Legacy is classified as a compact... that gives Ford a loophole.
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Old 01-04-2007, 06:01 PM   #6
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True... but what about the 6?
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Old 01-04-2007, 06:08 PM   #7
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Quote:
Originally Posted by BOY View Post
True... but what about the 6?
You may have closed their loophole
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Old 01-04-2007, 06:13 PM   #8
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Quote:
Originally Posted by BOY View Post
True... but what about the 6?
No V6, IIRC. I4 or turbo-I4 only.
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Old 01-04-2007, 06:18 PM   #9
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All this is is lame BS from Ford...
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Old 01-04-2007, 06:19 PM   #10
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No V6, IIRC. I4 or turbo-I4 only.
Ford is saying class as Compact vs. midsize
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Old 01-04-2007, 06:38 PM   #11
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Quote:
Originally Posted by BOY View Post
True... but what about the 6?
I think he's referring to the Mazda 6 ..... Which is actually the basis for the Ford Fusion.... Pretty much identical cars other than the styling cues....

Interesting why the 6 wasn't included in the comparison.... I wonder is Ford's almost 30% ownership of Mazda had anything to do with it ???
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Old 01-04-2007, 07:11 PM   #12
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Quote:
Originally Posted by OrlandoSTi View Post
I think he's referring to the Mazda 6 ..... Which is actually the basis for the Ford Fusion.... Pretty much identical cars other than the styling cues....

Interesting why the 6 wasn't included in the comparison.... I wonder is Ford's almost 30% ownership of Mazda had anything to do with it ???
ding ding
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Old 01-04-2007, 08:02 PM   #13
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The Ford Fusion is basically the Mazda 6...

this BS is just propanganda, Honda and Toyota don't need this BS to get people to buy millions of Accords and Camrys.
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Old 01-04-2007, 08:59 PM   #14
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I, probably along with others on this board, participated in this event. The ford performed A LOT better than I expected.

Another funny thing is I rode along with the woman (and her husband) pictured in the ad above. She actually was a pretty good driver and didn't take it easy on any of the cars.
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Old 01-04-2007, 09:10 PM   #15
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The Fusion is probably a much better car than most people give it credit for - after all, the Mazda 6 which it is based on, is a really good car. Now it might not have the rock solid reputation of an Accord or Camry, but it probably isn't gonna fall apart after a week either . ALL cars today are much, much higher quality than even 10 years ago. While the Fusion doesn't exactly look "sexy" it also doesn't blend in with every other mid-size car out there either which is a good thing.

For Ford's sake, I hope the Fusion is selling well, but they better not sit on their asses, and redesign it sooner rather than later - after all the Camry is 1 year old now, and the next-gen Accord is gonna be here in a year. Tough competition.
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Old 01-04-2007, 11:00 PM   #16
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I think that the 6 may have schooled the Fusion. My wife's 6 wagon (V6/5-sp manual) is a fun car to drive. It has also been anvil reliable--especially compared to the lemon Passat she had before... .
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Old 01-05-2007, 08:57 AM   #17
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Just goes to show you that if you put can cherry pick your competition you can beat anything.

They are comparing AWD vs FWD.. which in itself is not fair. Why not put the FWD fusion up againt those competitors. You can bet that they geard the cones to favor their brand.

I agree with the poster who said, you dont see Camrys bought for their performance cornering characteristics. They are purchased for their reliability, which you cant measure on an autocross course.
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Old 01-05-2007, 09:06 AM   #18
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Quote:
Originally Posted by daveyboy View Post
I think that the 6 may have schooled the Fusion. My wife's 6 wagon (V6/5-sp manual) is a fun car to drive. It has also been anvil reliable--especially compared to the lemon Passat she had before... .

The Fusion and Mazda 6 are the same car. Drive the two back to back, they are so much the same.

My sister has a Fusion V-6 with 6-speed auto. That car is damn fun to drive. It feels more powerful than you'd think because of the 6-speed and the handling is actually pretty damn good. I haven't driven the new Camry V-6 but have driven the Accord V-6. I would take the Fusion if I knew it was going to be reliable.
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Old 01-05-2007, 09:13 AM   #19
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Quote:
Originally Posted by SCRAPPYDO View Post

They are comparing AWD vs FWD.. which in itself is not fair. Why not put the FWD fusion up againt those competitors. You can bet that they geard the cones to favor their brand.
as per the Release:

Quote:
The Fusion V-6 is the only vehicle in its class with available AWD, and it is priced essentially on par with V-6, front-wheel drive Camrys and Accords. Fusion SE AWD models start at $24,090, including destination and delivery.
Basically the AWD Fusion is the same price as the FWD V6 Camrys & Accords

also Ford didn't setup this event, Car & Driver did.....now they won, they are using it in a new Marketing Ad
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Old 01-05-2007, 09:38 AM   #20
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Quote:
Originally Posted by NYCshopper View Post
also Ford didn't setup this event, Car & Driver did.....
I have a C&D subscription that I won't be continuing. The last 2 yrs the reviews have gotten so lopsided and biased I just can't take it anymore. C&D is IMHO the worst of the "paid for" publications.
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Old 01-05-2007, 10:17 AM   #21
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also Ford didn't setup this event, Car & Driver did.....now they won, they are using it in a new Marketing Ad
I wouldn't exactly word it that way... Branding it under the Car & Driver name is how they are trying to keep this semi-legit and not totally biased. It is more like a co-sponsored event, but make no mistake about it, this is definitely a Ford paid-for event.

Cadillac did the same thing a couple of years ago with C&D when they showed off the CTS against the Japanese competiton... and guess what? The CTS "won" in that event too.

Don't get me wrong, both are good cars, but the results will be spun any which way to get the CTS (or the Fusion in this case) to win. You can spin statistics to prove anything.

From a carmakers stand point, it is a good way to get your car infront of a lot of people that might not have looked it otherwise, so it's good of them, but it totaly cheapens Car & Driver as a supposedly "independant" car magazine.
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Old 01-05-2007, 11:12 AM   #22
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That ad was shot at FedEx Field, home of the Washington Redskins. I've been to many a car event staged in the FedEx parking lot.

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Old 01-05-2007, 12:05 PM   #23
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Quote:
Originally Posted by jigga View Post
How come there is no mention of the Fusion's reliability in this ad?
Because it's barely a year old on the market? Kinda hard to get 3 years in service data.

Tom
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Old 01-05-2007, 02:09 PM   #24
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fusion = mazda 6

congrats
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Old 01-05-2007, 03:05 PM   #25
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Quote:
Originally Posted by jigga View Post

How come there is no mention of the Fusion's reliability in this ad?
reliability on a brand new car? you find out reliability until a couple years from now..i thought that was obvious

and you guys just really like to hate on ford without giving legit reasons, its amazes me. i can agree their styling is pretty bad on most new fords but that doesnt mean they arent good as in reliability and performance.

Last edited by imprezaL2345; 01-05-2007 at 03:14 PM.
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