2010 FUSION HYBRID EARNS ‘TOP SAFETY PICK,’ GIVES FORD HYBRIDS BEST FUEL ECONOMY AND SAFETY COMBO

Car buyers seeking fuel efficient hybrids with top safety ratings in a variety of vehicle segments can look forward to a one-stop shopping trip. Only at a Ford or Lincoln-Mercury dealership will they find not one but two top-safety-rated hybrids from which to choose.

Ford is the only automotive brand to offer two hybrids that have segment-leading fuel efficiency, “Top Safety Pick” awards and exclusive safety technologies.

The all-new 2010 Fusion and Fusion Hybrid – the most fuel efficient midsize cars in North America – has received a “Top Safety Pick” rating from the Insurance Institute for Highway Safety (IIHS). The Fusion Hybrid offers 41 mpg city – beating rival Toyota Camry hybrid by 8 mpg – and its stable mate the Escape Hybrid is the most fuel-efficient SUV on the market and also garnered a “Top Safety Pick.” Fusion and Escape’s Mercury hybrid counterparts, the Milan and Mariner, also received the top rating.

Side impact protection

Fusion and Milan get some of their core strength from the use of lightweight high-strength steel in the body structure. The structure of the Fusion helps it withstand intrusion in a side impact. The tailor-welded B-pillars between the front and rear doorframes are stronger at the top of the vehicle –from below the beltline upward – than at the bottom. This helps to channel energy below the level of the occupants. At the torso level and above, the structure helps to prevent intrusion into the passenger compartment.

Segment-exclusive features

Among the segment-exclusive safety and driver aid technologies on the new Fusion and Milan are Blind Spot Information System (BLIS) with Cross Traffic Alert (CTA).

BLIS with CTA uses two multiple-beam radars in the rear quarter panels (one per side) for two different – but important – purposes. BLIS checks the defined blind spot zone, which is about 10 feet from the back of the bumper to the outside mirrors. When a vehicle is detected, an amber light in the outside mirror of whichever side the vehicle is on lights up. The driver is still responsible for any lane changes, but the BLIS is there to help.

Cross Traffic Alert notifies the driver of impending traffic when backing out of a parking spot and warns the driver when a vehicle is detected within three car widths of either side of the car. As with BLIS, the driver is warned with a light in the outside mirror on the side of the traffic. A warning beep is also sounded.

911 Assist

For safety and security, the 2010 Fusion and Milan also include 911 Assist, an exclusive new feature integrated into the award-winning Ford SYNCTM hands-free system. 911 Assist is designed to aid occupants in placing a call directly to a local 911 emergency operator if an accident that activates an air bag or the emergency fuel cutoff occurs. Unlike competitive systems that are routed through an intermediate call center, 911 Assist places the call directly to the 911 operator to speed response time. Ford Escape also features SYNC with 911 Assist.

Safety and Security

Fusion and Milan’s standard safety features also include six standard air bags, Ford’s Personal Safety System®, AdvanceTrac® electronic stability control system, BeltMinder® safety belt chime and warning lamp, Tire Pressure Monitoring System, and LATCH – the Lower Anchors and Tethers for CHildren system.

QUOTES

“Customers no longer have to choose between fuel economy and safety – now they can have both with the Fusion and Escape hybrids.” – Susan Cischke, group vice president, Ford Sustainability, Environment and Safety Engineering
“The new Fusion and Milan continue to build on Ford’s leading safety heritage and prove yet again that a high level of safety can come in a midsize package.” – Steve Kozak, chief engineer, Ford Safety Systems.

“We know people want to stay connected in their vehicles, so we’re delivering that connectivity for them responsibly and safely. Our research backs up what most of us instinctively know – that it’s better while driving to place a call using a voice interface than dialing manually, so you can keep your hands on the wheel and eyes on the road.” – Susan Cischke, group vice president, Ford Sustainability, Environment and Safety Engineering

Ford rolls out “We Speak Car” a dynamic ad campaign, to expand its share of the mid-size car market.

The new campaign is schedule to debut Tuesday, March 3 during the hit television show American Idol. In an aggressive move to motivate people to get out and drive a new 2010 Fusion or Fusion Hybrid, the three spots are designed to communicate three key messages: the 2010 Ford Fusion is the most fuel-efficient mid-size car in America; the new Fusion Hybrid provides best-in-class 41 mpg in the city; and both models offer smart, class-exclusive technology that customers want, such as SYNC. Print and out-of-home ads mirror the television spots in their presentation.

Watch the TV 2010 Fusion and Fusion hybrid ads

Experiential Campaign

Integrated into American Idol is “Fusion Music Video Challenge”, a season-long consumer promotion featuring the 2010 Fusion. For the challenge, customers will be directed to the Web to answer trivia about the latest Ford Music Video, where they will be entered for a chance to hang with the Idols and see a video filmed live, plus win a limited edition American Idol 2010 Fusion. During the season there will be additional opportunities for customers to experience the 2010 Fusion firsthand.

Digital Campaign

A digital campaign also will launch to draw consumers to find out more about the 2010 Fusion. Reinforcing “We Speak Car,” the campaign will use the 2010 Fusion fuel economy facts and the American Idol promotion to draw customers to the www.fordvehicles.com website. There they will experience the product proof “We Speak Car” as well as third party accolades, showing that “They Speak Car,” too.

Quotes

“We want car customers to know that we speak their language. We understand their needs, and we’re delivering what they want with the new Ford Fusion. Fusion has the goods, but we also bring the emotional elements. Car customers really are keying in on this marriage of fuel economy with ‘fun-to-drive,’ and no other car delivers as well on both. The ads are fresh and energetic. Rather than simply illustrate features and make claims, the graphics visually amplify the message that ‘We Speak Car,’ and we can say things that other vehicles can’t”
- David Sanabria, Ford Advertising Manager

“With the Fusion ad campaign, our goal is to get the facts out to challenge consumers’ perceptions and shake up beliefs about what the best choice is among mid-size sedans. The new Fusion delivers on all the rational considerations that are important to mid-size car customers – as the most fuel-efficient mid-size sedan in America, with quality on par with Camry and Accord, excellent resale value and low cost of ownership. Add to that the unique attributes that only Fusion delivers – bold styling; a fun, engaging drive experience and smart technology and you have to ask, ‘Why wouldn’t you buy a Fusion?’”
- Chantel Lenard, Ford Group Marketing Manager, Global Small and Medium Cars

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