Despite the recent spate of bad news emanating out of Detroit, the Dearborn-based automaker continues on the path towards smaller cars, increased fuel efficiency and rightsizing capacity.
2010 Ford Fusion Sport
The New Frugality
Here at LotPro.com, we have been impressed by the new direction the glass house in Dearborn is taking. According to Ford, the defining group of customers in the future will be the “Millennials” – those customers that are between the ages of 13 and 28. Each year, 11,000 of these young people reach driving age and when it comes time to purchase a car, nearly half choose one in the small-car segment.
In addition, Ford notes that buyers in all age groups are looking at more fuel efficient vehicles – not only from a miles-per-gallon standpoint, but also from a cost of ownership perspective. Even with gas prices moderating, customers are looking at current economic conditions and opting for, in the words of Sheryl Connelly, Ford global trends manager, a “take only what you need attitude.”
The current trend of downsizing is also being driven by the 75 million Baby Boomers that are becoming empty nesters. Both groups, according to Ford, are examples of “The New Frugality,” a trend reported in BusinessWeek in its October 20th cover story as Americans, faced with the current contraction in the economy, cut back on personal consumption.
Ford Ka
Where Ford Fits In
Beginning next year, Ford will add two more hybrids to the current Ford Escape and Mercury Mariner twins. According to the company, the next-generation hybrid system featured in these models should result in class-leading fuel economy of at least 5 mpg better than the Camry in city driving with a 47 mph top speed in electric-only mode, easily surpassing both the Camry and Prius.
Ford will also double capacity of its 4-cylinder engines with plans to equip fully 80% of Fusion production with this powerplant. By mating this engine to a 6-speed automatic transaxle and other power-saving technologies such as electronic power steering and vehicle systems technologies, the 2010 Fusion will have increased horsepower of 175, up from 160, better acceleration times as well as increased fuel economy by 4 or 5 mpg.
Within 5 years, Ford expects 1 million vehicles a year off its global B-car platform (Fiesta) and nearly 2 million vehicles a year off its global C-car platform (Focus). And depending on market conditions in North America, Ford President Allen Mulally has not ruled out the possibility of bringing over Ford’s A-segment vehicle, the Ka.
Ford’s EcoBoost technology – turbocharged, direct-injection 4-cylinder petrol engines – will debut in 2010 as an alternative to the traditional V-6 engine. By the end of 2012, EcoBoost will be offered on 80% of the entire North American lineup.
The Bottom Line
“Ford is investing most where consumer growth is taking place. By the end of 2010, nearly all of our North American engines will be upgraded or replaced,” says Derrick Kuzak, Ford group vice president of Global Product Development. “With every new product, we expect to be the best or among the best for fuel economy, aided by one of the most extensive powertrain upgrades ever for Ford.”
Here at LotPro.com, we, along with Ford, are looking forward to the future.
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2008 Ford Fiesta
Tags: camry, ecoboost, focus, Ford, ford fiesta, Ford Fusion, ford ka, ford motor company, prius
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