Although its current mid-size sedan, the Fusion has proved relatively popular (248,067 were sold in the U.S last year, 10,153 in Canada), Ford is hoping that the 2013 model will fare even better. More importantly, it is targeting the car at would be Honda Accord and Toyota Camry owners in an effort to win over more conquest sales. Samantha Hoyt, brand manager for the Fusion in the U.S., says she hopes the car will boast a buyer conquest rate of 50 per cent (the outgoing 2012 model is currently around 41 per cent).
Ford has placed strong emphasis on design, features and fuel economy for the new model, aided by EcoBoost, hybrid and plug-in Energi powertrains, factors it hopes will make the car a bestseller in the segment. So far, based on internal research, Hoyt says that consumers who were asked to pick out a best-selling midsize sedan based on styling alone, overwhelmingly chose the Fusion.
Similar research conducted in Europe and Asia with the Fusion’s cousin, the new Mondeo yielded comparable results “It was first among Japanese owners and also the first pick in China and Germany in styling,” says Hoyt.
