Ford, a New Leader in the Hybrid Vehicle Market?

Ford C-Max Hybrid, Ford’s first hybrid-only line of vehicles that was only available in Europe, has now introduced a 2013 C-Max Hybrid model in the United States, which was released in September 2012. Ford invested a huge amount of money in research and development in hybrid technology with an aim to become “America’s most affordable hybrid utility vehicle.” The hybrid model is developed to compete with Toyota Prius, the world’s best-selling hybrid car. The hybrid model base 2013 retail pricing starts at $25,995, including destination and delivery charge. The price is $1,350 below the Toyota Prius v, a van-like vehicle.

A federal government fuel economy rates C-Max Hybrid at 47/47 mpg city/highway while Toyota Prius v and Honda Civic Hybrid were rated at 44/40 mpg and 44/44 mpg. This shows that Ford is able to deliver better fuel economy, which allows it to beat its competitors in the industry. Even though Toyota Prius is the first mover an the largest producer of hybrid vehicles and gain competitive advantage in the market, Ford challenges the “plain styling” of Prius with its “fresh” and “modern looks.” Ford believes that it has developed a better vehicle. Ford C-MAX Hybrid “Says Wheeee” Commercial

The features of C-Max hybrid are shorter at14.5 feet long, bumper to bumper than a regular Prius. Moreover, it has comfortably raised driving position, optional high-grade amenities and smart tech displays. C-Max Hybrid is designed to have more space with the extended cabin and tall rear. A driver does not plug in the C-Max Hybrid, because electric power is generated onboard, stored and then routed out of the onboard battery pack. Another development is that C-Max has a maximum horsepower of 141 while Prius and Prius v have only 98 horsepower. This is enough for a travel range of more than 500 miles.

As I read the article, I can relate it to our recent class lectures. Ford applies many concepts we learned in order to stay in a competitive market. Ford uses a low cost of the product strategy to enter the market. It uses reverse engineering by inspecting competitor’s product to improve its products. It is able to translate customer needs in a current economy when gas prices are high into the product by using quality function deployment. Lastly, it focuses on hybrid vehicles by reducing the use of fuel. This shows that Ford is concerned about sustainability and environmentally-friendly production. Because C-Max Hybrid is more fuel efficient, roomier, cheaper, and faster, I think that it is possible that Ford C-Max Hybrid will be able to beat Toyota Prius, a top-selling hybrid car.

 

Questions:

– Do you think that Ford C-Max Hybrid would be able to launch successfully in hybrid vehicle market?

– What do you think would prevent C-Max Hybrid to gain market share of  hybrid segment from Toyota Prius?

 

Sources:

http://abcnews.go.com/US/wireStory/max-hybrid-ford-challenges-prius-17443886#.UHm1chzgzBD

http://en.wikipedia.org/wiki/Ford_C-Max

Image source:

http://www.ford.com/cars/cmax/features/

 

4 thoughts on “Ford, a New Leader in the Hybrid Vehicle Market?

  1. – Do you think that Ford C-Max Hybrid would be able to launch successfully in hybrid vehicle market?

    I believe that Ford will be able to launch successfully into the hybrid market because it offers a unique feature by being able to provide longer car travels. As you mentioned, they are offering something that will be very beneficial for customers in this type of economy.

    – What do you think would prevent C-Max Hybrid to gain market share of hybrid segment from Toyota Prius?

    While Ford is offering longer mileage, it will really depend how much the customer values this new feature. They may have brand loyalty to the Toyota Prius and appreciate its features and not be willing to change car companies for a slight increase in mileage.

  2. From the looks of it Ford is setting the ground to be able to enter the market successfully because it has well addressed its main competition, the Toyota Prius. By Ford properly assessing their competition they will be able to enter the market in a strong position in which might be a few steps ahead of everyone else. Giving them the advantage over all the other vehicle companies currently out there and in a way a new edge that is setting them apart as well. Despite the competitive edge that Ford’s new hybrid will come into market with, it still has to be seen how customers react to the new product. Being that Toyota has had control of the market for a while, not many others have been able to stand a chance, until now if Ford is able to deliver. Not only that but being that Toyota has been in control for a while it already has a loyal base of customers that are modeled to the Prius and to get them to switch over to the Ford will be a challenge, but if Ford can gain new customers to jump on the hybrid wagon and convert a few Prius customers they should be able to bring competition to Toyota.

  3. – Do you think that Ford C-Max Hybrid would be able to launch successfully in hybrid vehicle market?
    Based off the information found in the article, in terms of overall design, gas, and price it seems that the car will be a compettitve factor within the hybrid car market. Another determinant in the success of Ford is how many cars they projects to sell. It would be interesting to see Fords projections on how many units they will sell, to see how big of an impact it could have on the market.

    – What do you think would prevent C-Max Hybrid to gain market share of  hybrid segment from Toyota Prius?
    Something that I think would have a negative impact on the car is whether the consumer like the design of the car, the mileage and features are all positive indicators that the customer would like it. However, because the car looks so compact, I don’t think they will attract 4-5 family households due to lack of room. ,

  4. – Do you think that Ford C-Max Hybrid would be able to launch successfully in hybrid vehicle market?

    I think the Ford C-Max Hybrid will be a total success in the hybrid market. Like you said, ..”it is more fuel efficient, roomier, cheaper, and faster” than the Toyota Prius. Honestly, the hybrid market has expanded to Hybrid sports cars. Dozens of celebrities have been purchasing these Hybrid sports cars like the Tesla Roadster and the Fisker Karma. The hybrid market is booming, and this specific car is very competitive with competing brands.

    – What do you think would prevent C-Max Hybrid to gain market share of hybrid segment from Toyota Prius?

    People could be more comfortable with the Toyota Prius. I think many people trust the Prius and it has become a household name, so to buy a new hybrid car might be risky for some people.

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