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Ford Fusion Lifts Ford of Canada's Car


October 2006
 Filed under: FORD Car News | FORD Headlines
October 26, 2006 -- Dave Emmerson says his Ford Lincoln dealership in Fredericton, New Brunswick, is having its best year in three years, largely due to the Ford Fusion, "the best car Ford Motor Company has introduced in 20 years.
"It was such a boost for all of us Ford dealers to get a really incredible product that was priced right and free of any problems, as far as repairs go," said Emmerson, who owns Riverview Ford Lincoln. "Ford did everything right on the car."

A hit in the U.S., the Ford Fusion is equally hot north of the border, providing Ford of Canada a much-needed serious competitor in the midsize car segment and bolstering the company's sales.

Since its launch a year ago, Ford Fusion sales have trended upward and are pulling the rest of Ford of Canada's car sales with it. Without Fusion, car sales would be down 5.5 percent through the first nine months of this year. However, with a 12,574-unit boost from Fusion, car sales actually climbed 21.5 percent. Fusion was a key contributor to Ford of Canada's overall sales increase of 7 percent during the same period.

"(With Fusion) Ford has catapulted itself into serious running for mid-size sedan buyers' dollars, and the result is impressive," wrote Haney Louka in the Winnipeg Free Press. "Good foundation, good style, good execution and good value,"

The new Fusion is Ford's first true midsize, or CD, car since the Contour, says Mike Pugsley, sales consultant with Wayne Pitman Ford Lincoln in Guelph, Ontario. Previously, Ford covered the segment with the larger Taurus and smaller Focus.

Establishing a competitive entry in the CD segment is important to the success of Ford and its dealers. Combined with smaller C cars, such as the Ford Focus, the two segments account for about 36 percent of Canada's total industry volume. That compares to 28 percent in the U.S.

"The Fusion is a better fit as a mid-size car than the Taurus and Focus," said Pugsley. "It's a real good car and offers a four-cylinder engine with a five-speed manual transmission that is popular with younger buyers. Taurus didn't have that option."

Kristy Finnigan, a sales rep for an emergency call system provider, bought a new 2006 Fusion from Pugsley in February to replace her 2003 Focus. It's a black SE model with the four-cylinder engine and automatic transmission.

"As soon as I saw it, I fell in love with it," she said. "When I took it for a test drive, it felt comfortable. It was nice to drive. The seats were bigger and I felt safer in it. I have 40,000 km on it, and I still love it."

Rob Marner, Fusion marketing manager for Ford of Canada, says strong sales of four-cylinder models have been key to Fusion's success. He adds that Fusion customers typically cite exterior styling, ride and handling as the car's strongest attributes. However, they rate value -- not to be confused with a discount deal -- as the top purchase motivator.

Through September, customers have snapped up 12,574 Fusions, unseating the Nissan Altima (10,227) as the third-best seller in the midsize segment. The Toyota Camry (22,013) and Honda Accord (15, 969) are running first and second, respectively.

"There is a real dogfight in the CD segment, so knocking off Altima is a great accomplishment," said Marner. "It happened much faster than we thought. Ultimately, we want to be the segment leader, though."

Value is especially important in Canada where higher taxes and gasoline prices result in lower disposable household incomes than in the U.S. For the 2007 model year, Ford of Canada is increasing Fusion's value. For example, side air bags, side air curtains, steering-wheel mounted audio controls, and power locks and mirrors are now standard equipment on SE 4-cylinder models with manual transmissions.

Value is especially important in Canada where higher taxes and gasoline prices result in lower disposable household incomes than in the U.S. For the 2007 model year, Ford of Canada is increasing Fusion's value. For example, side air bags, side air curtains, steering-wheel mounted audio controls, and power locks and mirrors are now standard equipment on SE 4-cylinder models with manual transmissions – at no extra charge.

Another major improvement is the availability of all-wheel drive. No other competitor in Fusion's price range offers the technology.

"Many Canadian households have only one vehicle, so it has to do it all -- in all kinds of weather, so we think all-wheel drive will make Fusion an even more attractive vehicle for consumers," said Gerald Wood, manager, Ford of Canada Sales Operations.

Emmerson agrees, calling all-wheel drive a "sleeping giant."

"Once everybody finds out that you can get a car with an all-wheel-drive system for a price for under CAN $30,000, they'll think it's pretty incredible," he said.

In Canada, an all-wheel-drive Fusion can be purchased for as low as CAN $28,799 (USD $ 25,462.35).

Source: Ford Motor Company

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