Ford Targets ‘Super Segment’ as Car Buyers Downsize

Claremont, 03/29/2013 / SubmitMyPR /

As car buyers continue to trend toward smaller vehicles, Ford is focusing its plan for growth on what it calls the “super segment,” which includes subcompact and compact cars, small utility vehicles and midsize sedans. Following a heavy reinvestment in the Ford Fiesta, Focus, Fusion and Escape, the automaker has more than doubled its market share in the super segment since 2005, reaching a record 12.7 percent in the first two months of 2013.

So far this year, retail sales of Ford's super-segment vehicles are up by 33 percent compared to the same period in 2012, and the Fiesta, Focus, Fusion and Escape have now accounted for 38 percent of the brand's growth since 2009. In the particularly important midsize-sedan and small-utility segments, Ford continues to benefit from the 2013-model-year redesigns of the Ford Fusion and Escape, with their combined sales besting the combined tallies of the Toyota Camry and RAV4 and the Honda Accord and CR-V in February.

"Ford has made tremendous progress on fuel economy in less than a decade, and now it has more cars that return 40 mpg than any other automaker," said Buzz Busby, director of operations and marketing at Claremont Ford Lincoln, a New Hampshire Ford dealer. "That means that buyers don't have to give up the power of choice while seeking better gas mileage, whether it is with the city-friendly Fiesta subcompact or with an aggressively styled midsize sedan like the Fusion Hybrid."

To continue its growth in the super segment, Ford is targeting both young millennials entering the market and baby boomers that are trading in their larger rides as they become empty nesters. Combined, those two demographic groups account for more than 160 million people in the United States. By comparison, there are about 27 million Americans in Generation X.

In April, Ford will be releasing a new ad campaign aimed at millennials and baby boomers that highlights how the brand's vehicles offer both performance and fuel economy, not just one or the other. The print and broadcast campaign will focus on how an "and" is better than an "or," like "bed and breakfast," not "bed or breakfast," or "rock and roll," not "rock or roll."

"As much as Ford has advanced fuel efficiency in recent years, it has refused to sacrifice performance in the process," added Busby. "A great example of those efforts is Ford's new EcoBoost engine, which provides V6-like power with just four cylinders in vehicles like the Fusion and Escape."

About Claremont Ford Lincoln:
Dedicated to meeting the diverse needs of Vermont and New Hampshire Ford and Lincoln drivers, Claremont Ford Lincoln strives to consistently create satisfying sales and service experiences. Whether its customers are looking for a fuel-efficient Ford Fusion, a rugged Ford F-150 or a luxurious Lincoln MKZ, Claremont Ford Lincoln's friendly, knowledgeable sales staff can find the right model at the right price. Call 603-543-1221 to schedule a test drive from their location at 366 Washington St. in Claremont, or browse their entire inventory online at www.claremontflm.com. The dealership can also be found on Facebook at www.facebook.com/ClaremontFordLincoln.