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Ford launches campaign for 2013 C-Max, positions it against Prius

Ford launched a 15-month advertising campaign today to introduce consumers to the 2013 C-Max, a new 5-passenger crossover available only as a hybrid or plug-in hybrid.

The C-Max is an all-new model and a divergence from Ford’s past practice of adding hybrid versions to existing models.

Ford is not looking for huge volumes from the C-Max hybrid that started reaching showrooms in mid-September and has sold 1,000 already, surprising executives.

The C-Max Energi plug-in will follow in November. The crossovers are built in the Michigan Assembly plant that also makes the Ford Focus and Focus Electric, which removes the risk of a plant closing if Toyota Prius customers fail to notice Ford’s new offering.

“It is a new nameplate so we have to establish what the C-Max is and get it on people’s shopping list,” said Matt VanDyke, director of U.S. marketing communications.


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