The Blue Oval may have to back off a bit from the green messaging. Ford has had to lower fuel-economy ratings on a number of 2013 and 2014 model-year vehicles, namely its hybrids. And that may force the US automaker to rethink some of its marketing strategy, Automotive News reports.

Ford has spent much of the year pushing its fuel-efficiency improvements, with everything from a Super Bowl ad saying its Fusion Hybrid gets "almost double" the fuel efficiency of an average vehicle (after the recalculation, it's now more like 75 percent better) to claiming the Fiesta is the most fuel-efficient non-hybrid in the US (it's actually the Mitsubishi Mirage) to stating the C-Max Hybrid gets better fuel economy than the Toyota Prius V (it doesn't). Nonetheless, Ford doesn't plan on changing its mpg marketing emphasis anytime soon, the company said in an e-mailed statement to AutoblogGreen.

"Providing customers great fuel economy is a key part of our Ford vehicle DNA."

"Providing customers great fuel economy is a key part of our Ford vehicle DNA," the company said. "We will continue to highlight our vehicles features and attributes in our advertising and marketing, which includes fuel economy and fuel-saving technologies like EcoBoost and hybrids."

Earlier this month, Ford said it would lower the fuel-economy ratings of models such as the C-Max, Fusion and Lincoln MKZ Hybrids as well as most of the Fiesta line because of mistakes in the company's internal testing data. It was the second change for the C-Max Hybrid.

The good news for Ford is that its fleetwide fuel economy is up almost 40 percent from a decade ago, compared to an improvement of around 23 percent for Toyota. Still, while sales of Ford hybrids and plug-ins are about even with last year through the first five months of 2014, C-Max Hybrid sales have plunged 49 percent from a year earlier.

Earlier this year, Ford admitted that the first fuel economy downgrade had a negative effect on sales and we can find proof in the numbers. Before that the change was announced, in August 2013, Ford was consistently selling over 2,000 – and sometimes over 3,000 – C-Max Hybrids a month. In September, it dropped to 1,424, then to 1,438 in October. It didn't climb back above 2,000 until May 2014. The second mpg adjustment was announced in June.


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  • 39 Comments
      That Guy
      • 5 Months Ago
      Shows you how foolish Ford is. First, Egoboost drinks fuel as much our more than other engines, and Ford's hybrids are complete junk. Add to that the fact that Ford lied...TWICE....and it's clear Ford does not take MPG seriously. Anyone can talk about it, but only a few can actually perform.
        Avinash Machado
        • 5 Months Ago
        @That Guy
        Who are those few?
          speeddanimal
          • 5 Months Ago
          @Avinash Machado
          Here are a few- I get 46mpg combined in my Fusion Hybrid. My dad gets 48mpg combined in his C-Max Hybrid. Neither of us are light on the gas.
          Luke
          • 5 Months Ago
          @Avinash Machado
          Me. I've had has high as 23MPG on my EB F150 Super Crew long-bed 4x4. Window says I should be getting 20. Currently sitting at 19.2 mixed.
        Luke
        • 5 Months Ago
        @That Guy
        If you want people to take you seriously, drop the petty name-calling.
      • 5 Months Ago
      Ford does a "clever" trick I guess: Saying it 47 MPG to get bunch of people to buy the cars then hand them $1K "compensation" check. Or Saying real 37 MPG with $3-5K less price tag but people won't even look at the cars. That's "Biz 101"
      Revis Goodworth
      • 5 Months Ago
      Well, Honduhblog - where is your recognition of the recent news that the Honduh Accord hybrid was slammed for missing its EPA mileage claims by SEVEN MPGS? I know it is easy to post articles on other automakers (while failing to disclose you are a Honduh blog where you suck up to Honduh products and fail to disclose bad news about the company like class action lawsuits for Hybrids that NEVER get close to the EPA standards), but honestly this is getting tiresome. I suggest that you disclose on your masthead that you are a Honduh blog - that you prefer Honduhs and you fail to disclose negative Honduh news. At least inform the rest of the people here that you are no more "auto" blog than Obama is honest. Ford has vastly improved its MPG's and will definitely do what Honduh has not - voluntarily paid its customers who are idiots and can't get the posted MPG's - something that is laughable since driving smart will get you BETTER - but at least Ford has not had to go to court and to stonewall and to deny - they've fessed up - something Honduh HAS NEVER done. Honduh - we were caught making our odometers read more miles so your warranty runs out quicker and we've never built a hybrid that could achieve EPA ratings EVER.
      paulwesterberg
      • 5 Months Ago
      Lying about fuel economy is a key part of our Ford vehicle DNA
      Koenigsegg
      • 5 Months Ago
      Dont care how good the MPG is, not interested in an ugly car.
      Jeff Gilleran
      • 5 Months Ago
      Nail exact figures and you might just stop pissing off the public!
      icemilkcoffee
      • 5 Months Ago
      The EPA needs to fine Ford for doing this. This is just blatant lying.
      Lute
      • 5 Months Ago
      Has anyone ever seen a CMax commercial?
      linuxaddict7
      • 5 Months Ago
      Ford continues to disappoint. Build good cars, most people don't buy cars based on advertising.
      Raoul Duke
      • 5 Months Ago
      Does anybody own these cars longer than 5 years??? How about 10 yrs well I have fixed too many!!! They self destruct parts made from cheap plastic, deteriorate with heat, fix the damn heater, it's a damn nightmare, yes they are not mechanic friendly !!! Want a warranty yeah right they add more to the car price!! Brother get it or the car will cost you a first born !!! I am old enough to know that computers fail, the more electronics the more prone to severe failure!!! As for me my cars are 25 years old easy to fix, made with real steel!!! And made to last, damn shame most people are so short sighted..
      FordGo
      • 5 Months Ago
      I'm more concerned with the Reliability Drop from Ford. Why is former ford CEO mulally so praised, Fords Reputation has suffered from his "leadership". Ford's Brand Name as been Materially Harmed by his "leadership".
      jebibudala
      • 5 Months Ago
      Ford lied. I'm getting 54.1 MPG in my 1.0L Fiesta this month. They said I would get far less.
        Spec
        • 5 Months Ago
        @jebibudala
        Unverified anecdotal evidence for the troll!
        Frank
        • 5 Months Ago
        @jebibudala
        My wife gets consistent 43 mpgs on a 2012 Ford Fiesta with the 1.6L on highways. And it's rated for 37 mpgs. I guess some ppl understand how to drive with the new Fords and others just don't.
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