"I don't think we're very enamored with being Number One just to be Number One," Ford Global Marketing Vice President Jim Farley says of his expectations for the 2013 Ford Fusion. Interest in the Fusion spiked after the 2013 model's premium-look sheetmetal made a splash at this month's Detroit Auto Show, so it's natural to expect that Ford wants to grab the sales volume brass ring. After all, the Ford Taurus was the best-selling car in the U.S. for nearly half of the 1990s, but Farley points out that Ford is "much more enamored with getting the right price point and the right kind of people to buy the car."

Simply put, that means that while Ford is bringing additional Fusion production to the AutoAlliance International facility in Flat Rock, MI, success won't be measured just by total units sold. Besides, even with the added capacity, Ford's 400,000 per year full-tilt capability still trails the 500,000 Camry models Toyota can assemble in Kentucky and Indiana. Ford apparently thinks it's smarter to focus on the technology, style, and efficiency that customers will pay more for, rather than forcing dealers to take more cars than they want and dumping the rest into fleets just to get the sales crown.

Instead of crowing about a short-term metric that ultimately cheapens the brand image and drives down resale values, Ford's posture suggests they want to drive continued profitability by getting more money per sale than the competiton. Finding tech savvy buyers will mean spending heavy dollars on digital marketing campaigns, including social media, and for a change, that may mean strong Fusion sales in markets that don't traditionally embrace the Blue Oval as strongly as the stalwart support of the midwest.

We have to agree that profit-per-vehicle and a good reputation strikes us as a better strategy to long-term health than a strategy based on volume dominance, but we're guessing that Farley and company would still be pleased as punch if the Fusion managed to outsell the competition.


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  • 223 Comments
      Sandy Lee
      • 2 Years Ago
      Seems like they're following Apple's pricing model with the iPhone/iPad. Large profits/unit sales for a product the public can't resist and are willing to pay premium prices for. Still remains to be seen if the demand for the Fusion is there, I thought pricing their hybrid the same as their ICE model was a good move.
        rsxvue
        • 2 Years Ago
        @Sandy Lee
        Would be even better if their model is as successful as Apple's and they charge a premium and get the top spot at the same time!
      amerifight
      • 2 Years Ago
      I think its very important for Ford moving forward to focus on quality and this car looks great. The camry doesn't make me feel the same way, though it is a good car. American automakers will continue to get better.
        • 2 Years Ago
        @amerifight
        [blocked]
          MJC
          • 2 Years Ago
          No, Toyota is a Japanese automaker who manufactures cars in America.
          MJC
          • 2 Years Ago
          Yeah, no. Toyota Motor Corporation, commonly known simply as Toyota and abbreviated as TMC, is a multinational automaker headquartered in Toyota, Aichi, Japan.
          • 2 Years Ago
          [blocked]
          clquake
          • 2 Years Ago
          Fat/Gua/whatever is correct. Toyota makes & designs some of their cars in America. To take that distinction away would be a slap in the face of the Americans that build/design them. Toyota Motors USA is a US corporation that pays US taxes and employs US workers (and Canadian/Mexican?). Profits stay in the US, to move money from country to country is counter productive, and is not as easy as personal funds. If you want to look purely at profits, most profits go towards future R & D, some are paid to the shareholders, who are world wide. Bottom line, the US should be grateful for any opportunity it gets to bring back manufacturing of any kind.
          MJC
          • 2 Years Ago
          @clquake - I appreciate the fact that Toyota offers economic benefit to the US. However, it is not an "American automaker." Toyota Motor Corporation, the entity in which the equity is held, is Japanese.
          Thunder938
          • 2 Years Ago
          "Their profits go where" in the best place..the Japanese is the biggest consumer of US bonds..I own a built here / sold here Caddy, but it is a world e-con now.
        • 2 Years Ago
        @amerifight
        [blocked]
          Dean Hammond
          • 2 Years Ago
          actually...it is ASSEMBELED here with a majority of parts flown in from Japan....sneaky huh?....
          clquake
          • 2 Years Ago
          It actually has very little foreign content. http://letmegooglethat4u.com/?q=nhtsa+american+content+part+583
        • 2 Years Ago
        @amerifight
        [blocked]
          MJC
          • 2 Years Ago
          The original post said that Toyota is an "American automaker". This is simply not true. The company provides economic benefit to the US, but it is a Japanese automaker - there is no way to argue against that.
      MiddleClassMotoring
      • 2 Years Ago
      Agreed - VW, are you listening?
      Hazdaz
      • 2 Years Ago
      So NOT wanting to be #1 is the latest fashion this season? Sounds good to me. Maybe VW should listen up.
      PikeAndPine
      • 2 Years Ago
      the premiumization of Ford's products is almost complete, but they still need to offer an affordable brand under the FOMOCO roof, unless their just waiting to give that niche away to the chinese or concede it to the used sales market... (used certified Ford's are still pretty spendy)
        • 2 Years Ago
        @PikeAndPine
        [blocked]
          Greg
          • 2 Years Ago
          Lincoln needs a complete overhaul.
      Jaylgo
      • 2 Years Ago
      It looks like an Aston Martin, and looks much better than the new Camry.
      CarCrazy24
      • 2 Years Ago
      Couldn't agree more with Ford, quality trumps quantity...let's hope they can deliver with good reliable products well into the future.
      screwamammoth93
      • 2 Years Ago
      it doesn't want to because if it wanted to, certain quality control like accelerator electronics might be ignored
      Jim
      • 2 Years Ago
      Is Ford taking a page out of MB's play book? Smart decision. Benz lost their way and focused on market share and produced products that they now admit were not what they should have been. I know, I own one. They chased potential repeat customers away. This is the right long term stategy IMHO. Camry getting slammed as of late. Ford, do the right thing and it will pay off in the long run.
      John
      • 2 Years Ago
      That is one good looking car. I'm glad they got rid of the three bar grille.
      Matt
      • 2 Years Ago
      The auto industry as a whole needs to "right size" and stop trying to be the volume kings. There's no point in churning out a billion cars if you could make a million and have the same amount of total profit. If there's demand, meet it. If there's not, it's a fools errand trying to will people into buying your cars. Stay classy, Auto Industry.
      Radioactive Flea
      • 2 Years Ago
      It’s way better looking than the Camry.
        • 2 Years Ago
        @Radioactive Flea
        [blocked]
          eliotsmeliot
          • 2 Years Ago
          Your cholesterol has seeped into your brain.
          KaiserWilhelm
          • 2 Years Ago
          I think you mean "no it isn't" ....and you're wrong.
          guyverfanboy
          • 2 Years Ago
          only if you're blind.
          Krishan Mistry
          • 2 Years Ago
          Nah, gotta get me some Geely or BYD fine automobiles. Those things are amazingly beautiful, reliable, and original. Everybody knows Chinese cars are the best in the world, followed closely by Japanese with their incredibly exciting volume sedans. /sarcasm, because GUA is too stupid to comprehend something like that.
        pippo
        • 2 Years Ago
        @Radioactive Flea
        maybe from the outside, but i find ford's interiors rather cold and uninviting. the camry has a much nicer interior imo. also, the design of the rear looks quite dated, but maybe that's just me. here in euorpe the mondeo has had the same looking rear end for a couple of years already
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