• Mar 26, 2010
2010 Ford Fusion – Click above for high-res image gallery

For the past generation or so Toyota has been synonymous with two things: Selling more passenger cars than anybody else (Camry, Corolla) and quality. Sure, there have been a few other themes associated with ToMoCo (green hybrids, not ready for prime-time full-size trucks), but for the most part, ubiquitousness and reliability have been the big selling points. Then came a particularly nasty case of sudden acceleration.

Bloomberg reports that four out of 10 Americans say they would "definitely not buy a Toyota." Compounding matters is another part of the Bloomberg survey that reveals a significant 36) of those surveyed have a favorable view of Toyota.

Contrast those results to what Bloomberg learned about Ford. An overwhelming 77% of consumers have a favorable opinion of the house that Henry built. That's seven percent more favorable than second-place Honda. The survey found that many people are so amped up on the Blue Oval because unlike fellow American companies General Motors and Chrysler, Ford avoided taking Federal bailout money. That's probably part of the good will, but we think it runs a bit deeper than that.

Ford is making good products. With the exception of the soon-to-be-replaced Focus, every vehicle they make is a class leader. There's no compelling reason to choose a Camry or Accord over a Fusion, and the Fusion Hybrid just might be the best gas/electric vehicle on the market. The Flex is a true segment buster, and perhaps the most comfortable under several hundred thousand dollar way to move four adults around. The F-150 is as good as ever. Would you choose a Yaris over a Fiesta? There's also Ford's faster product cycles (think new 2011 Mustangs) and market-leading technology like Sync. Put it like this: these survey results don't surprise us an iota.



[Source: Bloomberg]


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    • 1 Second Ago
  • 69 Comments
      • 4 Years Ago
      Alex (and others)

      Ford: up 55.5 percent, market share 18 percent (15.1 percent in March 2009)

      Toyota: up 37.1 percent, market share 16.3 percent (15.5 percent in March 2009)

      In reality Toyota isn't bleeding out customers as it's spun in this and many other articles.

      Ford's increases (like Hyundais) are not completely retail sales either, a large percentage is increased fleet sales. Expect GM to do the same after swearing off them.

      http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20100325006393&newsLang=en

        • 4 Years Ago
        Ford has always captured the fleet sales..........

        Yes I would like to see Chrysler pull themselves out of the gutter and pass up Toyota.
        • 4 Years Ago
        Did you just say you hope Chrysler passes Toyota? Not even Obama can hope for that.
        • 4 Years Ago
        Don't forget that Ford is running the highest incentives in an attempt to sell retail, but sadly it is the fleet sales that Ford is capturing.
        • 4 Years Ago
        And?

        Fleet sales make up a large amount of car sales, is this something new?

        They will end up fueling customer sales either way I know if I drove a car at work that I really liked I might end up buying one myself. Toyota is not going to go anywhere but they are losing ground to other automakers that are putting in the effort to increase quality and listen to their customers.

        In the next few years I'm hoping for GM and Ford to take the lead with Chrysler and Hyundai passing up Toyota.
        • 4 Years Ago
        Invisible. GM had the highest incentives, followed by Chrysler. Ford was 3rd. The interesting part is, Toyota is now close behind Ford.

        As for fleets, sales to governments and business's are fleet sales. Would you rather your government spend their money on foreign makes?? No longer are Ford and GM dumping overproduction on rental fleets. As a matter of fact, the rental fleet king, right now, is Hyundai. The rental fleets are even complaining that they are having to pay more for their vehicles, due to the lack of dumping, so they will hold on to them longer.

        Finally, Fords retail sales were also up HUGE last month. Up 28%, to be exact. This says that both ends of their business is doing much better. When you consider that many high profit models are sold to business fleets (such as Superduty and F150 sales to farmers, oil companies, utilities, contractors), they have to be tickled silly that the demand is up. This means that the economy, slowly, is getting better.

        In other words, use your brain, and a bit of research, before you make blanket statements.
      • 4 Years Ago
      These surveys are beyond pointless. Sales numbers are what matters.
        • 4 Years Ago
        ...so 77% of car buyers are not buying Fords, not even close.
        • 4 Years Ago
        Ford was the number one company in sales in February, the Ford brand was the number one brand. Edmunds is predicting a repeat performance for March, so...
      • 4 Years Ago
      It took this long for us to realize that Ford is making great products.

      I have 2 newer Ford products, and I've owned 2 others in the past. I don't have a reason to buy anything else.

      I'll be buying a 2011 Mustang GT as a 3rd car.

      And I'm a stockholder of 2k shares purchased at $2.
      • 4 Years Ago
      yay!!!!!...take that toyota
        • 4 Years Ago
        @tekdemon - yeah I agree to a point, but my guess is there are more folks who wouldn't consider buying domestic. They continue to buy a Honda no matter how many tranny problems they have or a Toyota no matter how boring and bland or how many recalls they have. Folks that formed their opinions of the domestics years ago still think the domestics have problems and need lots of repairs, but that's simply not true. I still have an old 93 5.0L Mustang and despite my best attempts to destroy it, it just keeps on trucking. It's now needing more TLC for the typical wear and tear you get on a 17 year old car with close to 200K miles. I had an Acura TL-S that had tranny, brake rotor, air bag sensor issues all within the first 30K miles.
        • 4 Years Ago
        I recently drove by one of the Ford dealers over here and the Ford Fusion is really great looking. Not to mention the Mustang.
        • 4 Years Ago
        Oh I get it... it's the asians vs the whites.
        Autoblog, your sensationalist news to appease the major anti-JDM sentiment here is great. Yes Ford, keep building great non-vanilla cars like the Fusion and Edge.. total game-changers, about a million times better than camrys, accords, and their crappy SUVs.
        • 4 Years Ago
        Thank you Sea Urine for your useless personal opinion. (Hyundai is a sizable foe for sure but I like messing with Urine)
        • 4 Years Ago
        What goes around comes around.

        15 years ago people walked away from their Tauruses to jump into Camrys...
        • 4 Years Ago
        Toyota built its reputation by making great quality cars, FORD had a head start to built great quality cars and failed, all of the sudden FORD is beating a company that's down. I wonder what will happen when Toyota comes back from it's recent recalls and starts to come up once again. I owned 2 Fords vehicle's and they sucked, FIX OR REPAIR DAILY what I use to call the FORD cars.
        • 4 Years Ago
        This is what happens when one company starts making better cars, and other company starts making worse cars.
        • 4 Years Ago
        I'm pretty sure that there was ALWAYS a fairly large percentage of the population that wouldn't buy Toyota vehicles and I honestly don't think the numbers have changed much at all. Ford's numbers have gotten better from what I can tell, but there were always a lot of people who refused to buy Toyotas or any import for that matter. I'll bet that if you did a survey for Honda it'd show similar numbers.
        • 4 Years Ago
        @lespaul1

        maybe... but you have to admit the american car companies (wait... i mean mainly ford... maybe cadillac) are doing better. the fusion is definitely a step in the right direction. camry and accord have been vanilla for so long, it's about time someone shook them and told them to wake up. competition is good. i want to see better styling and personality, really, from toyota and honda. (this reply has nothing to do with other asian car companies
      • 4 Years Ago
      These statistics are flawed. They don't mention of those surveyed how many owned a Toyota or a Ford and or even both. For someone who has never owned a Toyota yes they can be against buying one because of their recalls. Where as the same could apply for somoene who hasn't owned a Ford for various other reasons. A more benefical poll would be to get percentages of how many Toyota and Ford owners would be return buyers or if they would recommend others to buy.
        • 4 Years Ago
        You don't need this survey to show the true quality of the Blue Oval. Just check Consumer Reports. Objective comparisons that prove that Ford is "on par or better than Toyota and Honda"... BEFORE the recalls!
      • 4 Years Ago
      Almost 120 years history and around 350 000 000 produced vehicles = FORD all around the world

      The facts speak for themselves!
      • 4 Years Ago
      YEA WAIT 3 OR 4 MONTHS THEY WILL SEE WHAT JUNK THEY REALLY ARE!!
      • 4 Years Ago
      this is what happens when Media brainwashes stupid americans.. they did the same in iraq war, doing it to iran afgan. and now toyota.. for their own financial gain.

      ya toyota warned about floor mat in 2007.. its not a defect.. its how instruction of how to use a car. put stuff in the pedal area on ANY cars.. it will interfere with the pedals? I thought it is COMMON SENSE, whats new in that?

      and all these electronic claims.. zero proof, and they r reporting as if its all facts and proven. so far the 2 high profile claims have been debunkied.. and still they continu...

      NHTSA said in congress the toyota electronics r fine.. and they found problem with pedals and floor mat.. toyota cooperated... yet in congress hearing every gm sharholders says its electronics.. with zero proof..

      this is driving me mad.. stupid media and stupid people listening to stupid media.
        • 4 Years Ago
        That's right Paul, the "unbiased" woman on CNN that tells the public to be careful when they're driving because "there might be Toyotas on the road" is a messenger. She forgot to mention that people are 8 trillion times more likely to be harmed by people in ANY brand of vehicle who weren't paying proper attention... but I guess the media has been pretty fair and balanced!!! Perhaps you've been drinking too much Metamucil?
        • 4 Years Ago
        Oh yes, blame the messenger.

        Sounds like the Toyota fanboy here needs some Metamucil and a nap.
      • 4 Years Ago
      There's no drama here. Ford is the hot ticket right now. And deservedly so.
      • 4 Years Ago
      Interesting. The Yaris that I just turned in at the rental counter drove just like an old '88 Mercury Topaz I used to own as a beater. What a piece of crap (both of them.)

      Maybe it's Toyota and Ford trading places rather than Toyota and GM.
        • 4 Years Ago
        I agree with mact, and not to mention it's the cheapest rental class for a car, you get what you pay for.
      • 4 Years Ago
      As the manager of the service department at a Ford dealership, and as a shareholder, all I can say is that my god has a name, and it's Alan Mullaly.
        • 4 Years Ago
        Not to stick my nose where it doesn't belong, but you may want to diversify your holdings so that your entire financial livelihood doesn't hinge on the success of one company. Maybe migrate out of Ford stock and into an index fund. If Ford goes bust for some reason and you're out of a job, you don't want your stock holdings to plummet at the same time.
        • 4 Years Ago

        Well, then, for you own good (shares), please inform Ford that some customers have to buy German because Ford pigheadedly refuses to give us a joy of 2.0 TDCi

        Please tell them. Especially in Focus. Fusion is too big, but with that engine it might change my mind.
        • 4 Years Ago
        Yeah, hold on, I've got Ford's engineering team on speed dial.

        As the guy who tells mechanics to fix cars, they take my opinion very, very seriously.
        • 4 Years Ago
        @ Nardvark

        Not that I think there's much chance of Ford going bust any time in the next couple of decades, most of my stocks are in mutual funds. Preciate the heads up, but I've only got 700 shares of Ford, purchased at $13/share ($10k).
      • 4 Years Ago
      I think it also has to do with zero excitement in Toyota's lineup. Just browsing their inventory, and there is not one car that makes me want to drive to the dealership and pick up a new Toyota.

        • 4 Years Ago
        Agreed. They overcompensated on "competence" and completely underwhelmed with anything people "want."

        Ford's turnaround can be seen in the cars coming soon -- They have a genuinely sporty character, even in the more base trims. That Euro influence of the platforms making their way here is central to the image-shift with Ford's brand.
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