Ford expects 2013 Fusion to bring in profits without dethroning Toyota Camry

While many automakers in the industry are constantly fighting for the top spots, market domination, or even global domination, Ford Motor Co. is taking a surprisingly different approach with its Fusion model.

FoMoCo CEO Alan Mulally may have recently hinted that the Ford is trying to outsell the ever-popular Toyota Camry, but executives say this is not the case.

One of the outstanding reasons the automaker hasn’t made it a goal is because they don’t have the production capacity to sell as many units as the Camry.

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Instead, “Between price and volume, we’ll sort out the right mix,” Jim Farley, Ford’s global marketing chief, said in an interview. “I don’t think we’re very enamored with being No. 1 just to be No. 1. We’re much more enamored with getting the right price point and the right kind of people to buy the car.”

Ford is relying on several factors to get top-dollar for each of the Fusion’s it sells. With the expansion of the brand’s available technology, the demand for it will drive up sticker pricing, while hybrid and plug-in models will attract those looking to go green or save on gas. The improved design is also expected to increase consumer demand, as the model was named the best designed production car at the Detroit Auto Show.

As for figures, last year Toyota rolled 308,510 Camrys off U.S. lots, which is a 6 percent drop for the brand, while Ford was up 13 percent, with 248,067 units sold. This year, Ford is increasing production capacity to 400,000, while Toyota’s capacity is at 500,000 for its newly redesigned Camry.

“It’s going to be hard to outsell the Camry,” Jessica Caldwell, sales analyst said. “Camry has been on top so long they’ve built up a huge, loyal owner base. Just from the sheer numbers, Camry is hard to beat.”

By: Alexandra Koken

Source: AutoNews