Ford launched a 15-month advertising campaign Thursday for the
vehicle meant to raise its alternative powertrain profile: the 2013
C-Max, a five-passenger hybrid that comes with or without a plug.
Ford is not looking for huge volumes from the C-Max, which went on sale mid-September. So far, dealers have sold about 1,000.
The C-Max Energi plug-in will follow in November. Both are built at Ford's Michigan assembly plant in Wayne.
The regular C-Max will carry a base price of $25,995. The Energi will start at $33,745, but buyers will be able to take a $3,750 federal tax credit.
"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.
Though the C-Max has been sold in Europe for several years with diesel or gas engines, Ford wants it to become synonymous with hybrids in the U.S. much like Toyota's Prius nameplate.
Indeed, the advertising campaign and a website promotion dubbed the "hybrid games" compares the C-Max and Prius.
It helps define the C-Max by likening it to the Prius, which is the "Kleenex of hybrids," said Amy Machesney, C-Max marketing manager.
"We don't anticipate selling the same volume as the Prius," Machesney said, noting Toyota has spent years building its loyal following and sales volume.
The three Prius variants -- the regular liftback sedan, the smaller c and slightly larger v wagon, accounted for 54% of the 322,516 non-plug-in hybrids Americans bought this year through September, according to Hybridcars.com.
Ford hybrids had about 9.5% of the market in 2011, but that figure has fallen to 4% with the loss of a hybrid version of the Escape. Ford hopes to fill that void with the C-Max.
Toby Barlow, chief creative officer for Team Detroit's global Ford team, said he enjoyed the challenge of going up against the "gold standard" Prius.
To avoid alienating customers who love Toyota, Barlow went with a lighthearted spot that features an animated line-drawn character created in 1969 by Italian artist Osvaldo Cavandoli and featured in the Italian "La Linea" children's TV series and on "Great Space Coaster" in the U.S.
The "hybrid games" pit a C-Max and Prius in feats such as passing a tractor-trailer uphill with spoof sports commentators reminiscent of scenes from the movie "Dodge Ball." See: www.ford.com/cars/cmax.
VanDyke said the C-Max campaign starts with two commercials that will run for 60 days, followed by a new series in a sustained campaign to run through next year.
Tom Rivers, senior vice president of global automotive for Nielsen, said automakers have raised awareness of more eco-friendly vehicles and Ford has led that charge.
Base price: $25,995
Ford C-Max Energi
Base price: $33,745 before a $3,750 federal tax credit
Toyota Prius
Base price: $24,795
Toyota Prius v
Base price: $27,345
Ford is not looking for huge volumes from the C-Max, which went on sale mid-September. So far, dealers have sold about 1,000.
The C-Max Energi plug-in will follow in November. Both are built at Ford's Michigan assembly plant in Wayne.
The regular C-Max will carry a base price of $25,995. The Energi will start at $33,745, but buyers will be able to take a $3,750 federal tax credit.
"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.
Though the C-Max has been sold in Europe for several years with diesel or gas engines, Ford wants it to become synonymous with hybrids in the U.S. much like Toyota's Prius nameplate.
Indeed, the advertising campaign and a website promotion dubbed the "hybrid games" compares the C-Max and Prius.
It helps define the C-Max by likening it to the Prius, which is the "Kleenex of hybrids," said Amy Machesney, C-Max marketing manager.
"We don't anticipate selling the same volume as the Prius," Machesney said, noting Toyota has spent years building its loyal following and sales volume.
The three Prius variants -- the regular liftback sedan, the smaller c and slightly larger v wagon, accounted for 54% of the 322,516 non-plug-in hybrids Americans bought this year through September, according to Hybridcars.com.
Ford hybrids had about 9.5% of the market in 2011, but that figure has fallen to 4% with the loss of a hybrid version of the Escape. Ford hopes to fill that void with the C-Max.
Toby Barlow, chief creative officer for Team Detroit's global Ford team, said he enjoyed the challenge of going up against the "gold standard" Prius.
To avoid alienating customers who love Toyota, Barlow went with a lighthearted spot that features an animated line-drawn character created in 1969 by Italian artist Osvaldo Cavandoli and featured in the Italian "La Linea" children's TV series and on "Great Space Coaster" in the U.S.
The "hybrid games" pit a C-Max and Prius in feats such as passing a tractor-trailer uphill with spoof sports commentators reminiscent of scenes from the movie "Dodge Ball." See: www.ford.com/cars/cmax.
VanDyke said the C-Max campaign starts with two commercials that will run for 60 days, followed by a new series in a sustained campaign to run through next year.
Tom Rivers, senior vice president of global automotive for Nielsen, said automakers have raised awareness of more eco-friendly vehicles and Ford has led that charge.
More Details:
Ford C-MaxBase price: $25,995
Ford C-Max Energi
Base price: $33,745 before a $3,750 federal tax credit
Toyota Prius
Base price: $24,795
Toyota Prius v
Base price: $27,345
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