One of the first rules of numbers in corporate PR is to use the percentage when the actual number are small. For example, if you've got an SUV that get 10 mpg and you build a new version that gets 12, you don't say it has a two mpg jump, you say it's 20 percent. Much more impressive that way. So, what do we make of Ford's announcement yesterday that its European flexifuel vehicle sales jumped up 60 percent? Let's look at the numbers (which Ford provides, a good sign that they're confident).
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