Hybrids, electric cars lead charge in January sales for Ford

Ford Motor Co.'s electrified vehicles will help boost its January auto sales, an early indicator of what could be a record-setting year for the Dearborn automaker's growing hybrid and electric lineup.

Led by the new Fusion Hybrid midsize sedan, Ford said it expects to report sales of at least 5,500 hybrids for January, which would shatter the company's sales record for the month.

Sales of the Fusion Hybrid will comprise a chunk of the projected 21,000-plus sales of all Fusion models, which will also set a new January sales record for the automaker.

Ford, barring catastrophe, will sell a record number of electrified vehicles in 2013 because of its expanded lineup, which includes the new C-Max Hybrid and C-Max Energi plug-in hybrid, new Fusion Hybrid and Focus Electric. A Fusion Energi plug-in hybrid will debut this year, too.

Though hybrid vehicles presently make up about 3 percent of all new vehicle sales in the industry, the segment is expected to become extremely competitive as it continues to grow.

Before Ford's C-Max launch last fall, Toyota Motor Corp.sold about two-thirds of all hybrids in the U.S., according to Edmunds.com.

Since then, Ford has quickly chipped away at Toyota's lead. Ford data shows Toyota's market share of the hybrid market has fallen from 68 percent to 60 percent, while Ford's has jumped from 7 percent to 16 percent.

Ford's hybrid sales are a result of conquest buyers ? drivers who leave one automaker for another. Nearly 70 percent of Fusion Hybrid sales are comprised of conquest buyers, the company said.

The Dearborn automaker has also been a hit with a new demographic: Younger buyers.

"We're bringing new hybrid buyers into the market, many of whom wouldn't be considered traditional hybrid buyers," said Amy Marentic, Ford's marketing manager of global small and medium cars. "There's a sense hybrid buyers represent a pragmatic or green ethic."

Ford said new Fusion Hybrid buyers are five years younger than buyers of the previous-generation Fusion Hybrid ? 48 years compared to 53.

Hybrid owners are typically older than the average new-car buyer; most fall in the 55-to-64 age bracket, according to Edmunds.com data.

khenkel@detnews.com

(313) 222-2504

Source: http://www.detroitnews.com/article/20130131/AUTO0102/301310352/1148/rss25

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