Ford Motor Company is hopeful of getting a positive response from the buyers for its newest model Fusion after it was declared as the winner of the North American International Auto Show's EyesOn Design.
The judges at the competition comprised of auto industry experts who chose the 2013 Ford Fusion as the best designed car model. The other two finalists were BMW 3 Series and the Cadillac ATS models. However, the Ford Fusion is not a premium model like the BMW or the Cadillac.
The company has not yet revealed the price range of the 2013 Ford Fusion but according to the company’s officials it will be similar to that of the existing model’s price range starting from 20,200 U.S. Dollar. It is also not likely that the Fusion will be competing with BMW or Cadillac in the market as these premium brands deliver the highest performance. Nonetheless, the company with Fusion’s innovative design and aerodynamic structure hopes to have an edge over its rivals like Toyota and Honda. It aims to target buyers belonging to the medium sized sedan market segment in which it has not done well.
Bill Ford, Executive Chairman, Ford Motor Company, said “It's a beautiful car, I think that's something that you see right away. It's a very highly-styled car both internally and externally, and that's something that traditionally in the past you wouldn't have expected to see from this segment of the market.”
Ford plans to attract buyers who prefer medium sized sedans such as the Japanese models like Camry and Accord. Both Camry and Accord have occupied 15 and occasionally 20 per cent market share during the early 2000s.
However, automobile manufacturers in Japan had to face problems like earthquake, tsunami and economic slowdown last year due to which their distribution network and sales suffered. Over the past few months the scenario has changed and Honda reports a rise in its production and sales. The North American International Auto Show also proved to be an advantage for Honda, as it unveiled the latest Accord with better and improved features.
Other competitors in the midsize segment like Hyundai Elantra, the winner of 2012 North American Car of the Year and Volkswagen’s model will make the competition tougher for Fusion to become the leader. However, the company is positive about the Fusion’s future. Ford President of the Americas Mark Fields, said "Fusion and especially its fuel economy leadership has done more in recent history to boost favourable opinion of the Ford brand more than any other car in our line-up." Ford has recently launched a marketing campaign to attract buyers towards its 2013 Fusion.
