New Fusion Also Comes With New Business Approach
According to researcher IHS Automotive, Ford can’t create enough Fusions to compete with the top selling Camry. Instead, Mulally aims to find a balance with the Fusion between price and volume.
“I don’t think we’re very enamored with being number one just to be number one,” said Jim Farley, Ford’s global marketing chief. “We’re much more enamored with getting the right price point and the right kind of people to buy the car.”
Ford’s tactics with the Fusion are in direct opposition to the industry’s sales-driven quest for crowns. General Motors Co. (NYSE:GM) took the number one title back last year from Toyota, while Volkswagen AG vows to take the top spot by 2018.
Mulally’s goals for the Fusion show that cars can drive the line between maximizing sales and maximizing profits.