- Preliminary data suggest all-new Ford Fusion shoppers are especially interested in the Driver Assist package that features advanced technologies previously limited to more expensive luxury vehicles
- New Ford Fusion build-and-price test site shows growing interest in backup cameras and MyFord Touch®
- Midsize segment buyers may seek more technology as affordability makes advanced technology accessible in the segment
DEARBORN, Mich., Aug. 7, 2012 – Advanced technology hasn’t traditionally played a large role in the purchase consideration in the midsize sedan segment, but this may be changing, according to consumers searching online for more information about Ford’s all-new Fusion sedan.
Of the more than 155,000 online shoppers who built and priced the 2013 Ford Fusion on a recent test site, nearly 25 percent opted for the Driver Assist package that includes Ford’s most advanced technology such as Blind Spot Information System (BLIS®), Lane-Keeping Aid, automatic high beams and rain-sensing windshield wipers.
“Even if it was just out of curiosity, we were surprised to see how many in our survey built out a Fusion online with the Driver Assist package,” said Samantha Hoyt, Ford Fusion Marketing manager. “Technology traditionally hasn’t been a big driver for consideration with midsize intenders, but this could be changing as we increase the affordability of these features.”
Backup cameras and MyFord Touch® in particular are drawing increasing interest with online shoppers. Ford Marketing has found online shoppers searching for Fusion online often include “backup camera” in their search.
Ford is aggressively positioning its new Fusion as a leader in driver assist technologies. Fusion Titanium includes standard features like MyFord Touch and the rear view camera and has other driver assist features available like adaptive cruise control and the Lane-Keeping System. These types of technologies are typically only available on luxury makes as part of very expensive option packages.
The all-new Fusion brings together the most complete suite of technology at the most affordable price point ever offered. In order to get all of these capabilities from BMW, a customer would have to step up to the top-of-the-line 760Li at more than $140,000, and even at nearly $100,000 a Mercedes-Benz S550 customer can’t get active park assist. Every one of these features is available in the Fusion SE, Titanium and Hybrid. In fact, a customer can order a Fusion SE with these features for $29,885. The new Fusion has a base price of $21,700 – the same price as the current model with an automatic transmission.
“Research shows customers are looking for more value from their vehicles,” says Hoyt. “From Auto Start-Stop to the Lane-Keeping System, an automobile’s content is becoming a top factor when purchasing a new vehicle.
“Numerous Fusion packages provide unprecedented amounts of content and features over the previous model-year car, which continues to be a top seller and has enjoyed four record sales months in 2012,” Hoyt adds.
Where style meets substance
The all-new Fusion offers a portfolio of driver assistance and convenience technologies based on sensors, cameras and radar that enable the car to see and respond.
The 2013 Ford Fusion can help drivers maintain proper lane position, adjust vehicle speed to changing traffic conditions, identify suitable parking spaces and then help parallel park – even aiding drivers backing out of a parking space where visibility is obstructed. Specific technologies include Lane-Keeping System, adaptive cruise control, active park assist and BLIS with cross-traffic alert.
For more on the new Ford Fusion, check out FordFusionStory.com, a special mobile site featuring plenty of unique content including articles, videos and graphics that are easily shareable directly from your smartphone, tablet or computer browser to Facebook, Twitter, Google+ or blogs.
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