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Ford’s strong electrified vehicle sales in August, second only to Toyota

Ford is reporting strong sales growth in hybrid and plug-in hybrid cars, validating their Power of Choice strategy which aims to grab market share from Toyota and Honda.

Ford Motors is reporting strong growth in sales of their line of electrified vehicles, especially in California. Total sales for August of 8,292 cars is up 288 percent since August 2012, when their Power of Choice strategy was still just a marketing presentation. Ford’s Plug-in hybrids, the Fusion Energi and C-MAX Energi, both are selling strong, and Ford has pledged to bring the Power of Choice concept to Europe beginning in 2014.

Ford’s Power of Choice is a strategy of giving their customers the ability to choose their desired drive train. In the abstract it means that every car in Ford’s lineup will be available with gasoline, or diesel, or turbo-charged gasoline, or hybrid, or plug-in hybrid, or electric drive trains, with the customer ticking off the desired box while configuring their car. Today the vision is incomplete, in that there isn’t a full range of drive train choices for every car in Ford’s lineup.

It wasn’t until the late fall 2012 that Ford began rolling out models under the Power of Choice strategy. While it’s exciting to see a 288 percent growth year-over-year, most of the cars for which Ford is reporting sales figures weren’t even on sale in August 2012. It’s also exciting that Ford sold a total of 8,292 electrified cars during August, but that number is small against Toyota’s sales of electrified cars. Toyota sold 8,100 Prius’s in California alone during August 2013. Ford is specifically gaming to grab market share from Toyota with electrified cars, hence they have a ways to go before reaching parity with Toyota.

Ford sold 1,221 units of their two Plug-in Hybrids, the C-MAX Energi and Fusion Energi, or about 600 apiece. During the same period, Toyota sold 1,791 Plug-in Prius’s, and GM sold 1,791 Chevy Volt’s. Ford’s Energi’s have been on sale only since last Winter, while both the Plug-in Prius and Volt have been on sale for much longer.

The Ford C-MAX Hybrid sold 3,032 units for a 12% gain over July sales.



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