Last week, I went to Detroit for the North American International Auto Show as a member of a group of bloggers that Ford sponsored for its Innovation and Design Fantasy Camp. That’s right. This Honda girl went to Detroit to spend time with the folks from Ford. I think my brother summed it up properly in an email.
I have owned 12 Fords and you have owned none and I consider myself a full blooded Ford guy and you get to go to Detroit and also get to meet Ford people…
I arrived in Detroit on Sunday night. Our first planned activity was dinner with all of the bloggers (146 from 16 different countries) at The Henry Ford Museum. We had access to an exhibit that is not yet open to the public and it was stunning. My favorite piece at the museum was a simple piece about innovation. Thomas Edison’s signature.
NAIAS started on Monday and was open only to the press. We started the morning with Ford’s introduction of the 2013 Ford Fusion.
Before we talk about the car, I want to talk about Ford. Ford GETS social media. They understand the importance of having bloggers at a launch. Their executives made time during the day to meet with bloggers and answer questions. Green bloggers got to ask about sustainability. There were questions about safety. Even the CEO came to talk with us. Bloggers and social media influencers. Why? Because even though CNN is posting it’s slideshow of the interesting cars that were on the floor at NAIAS, Ford understands that social media influencers will spread the word to their audience and that it means more than just a few seconds on the news. If I tell you at the end of this blog post that everything I saw over the two days I spent with Ford changed my opinion about American cars forever, that means a whole lot more than popping a photo into a slide show, doesn’t it? When I met the Chevy Volt, I said that the American car companies need to go after the yuppies who have biases against their cars. Guess what? Ford is doing that with me and I say bravo. They could clearly bring a bunch of bloggers who are all like my brother, who bleed Ford, and get the best press ever. But it doesn’t mean as much then. Might as well just go with CNN articles all day, right? So, for the diversity of the crowd and having the balls to recognize the power of social media, I applaud Ford, Scott Monty and his team.
Now, let’s talk about the car. I like shiny stuff and it is not hard to get my attention. It is hard, however, to keep my attention. The Fusion kept my full attention for at least 36 hours. Ford, good job.
This is my summary of the Fusion: People know they like Camry and Accord, but they want something different. Ford wants to give them something different and they want to give them the power of choice.
The choice that people have is the part that I love the most. People have the option to choose a gas, gas-hybrid or electric plugin. Even the gas version has ecoboost and will get an estimate of 37 mpg.
(Infographic by Ford and provided in their press materials.)
The cars are beautiful. This shiny red Fusion is the regular gas engine with Ecoboost.
This one is the Fusion Energi, which is the electric plugin. It gets approximately 100 MPGE (miles per gallon equivalent). [This information was updated based on a comment. Thanks, Dave!!]
The chief engineer on the Fusion said that one of the things people wanted in a hybrid was a more attractive car. I think they covered that.
Remember when I fell in love with the Chevy Volt? (I briefly got to see that too.)
I would love to have a plugin car. But I am put off by the price. Plus, my Insight has under 21,000 miles on it. It’s well behaved and it’s a Honda, so I know that it will live forever. You see, the price is not yet available for the Fusion. I have made some assumptions though.
The Ford Focus EV is available. The base for that car is around $40,000 (similar to the Volt). Normally, the base model of the Focus is around $5,000 cheaper than the Fusion. These are base models. So, I am guessing that the Fusion Energi’s base model will fall between $45-50,000. But I have the power of choice right? No, I don’t want to choose the Ecoboost because it is what I can afford. I want a plugin that isn’t $40,000 or more. That’s my biggest con regarding the vehicle. I love the way it looks. I love the safety features. But, for me to get into an American car, it’s going to be a plugin and it is going to be more affordable.
[Updated: check out the comment from Dave re: my thoughts on pricing. Very interesting points.]
Oh, and if you want to know why the Fusion only kept my attention for 36 hours, it is because Robin told me about the press conference that Honda did to announce the 2013 Accord. They have a plugin too. And it is also really pretty. AND it’s a Honda.
So, Fusion, I like you. I think you are awesome. I don’t know if we will ever date, but I think I could set you up with friends.
The big question: Did Ford change my opinion about American cars? I don’t know if they changed my opinion about all American cars. They sure as hell changed my opinion about Ford. I still don’t get my brother’s Mustang obsession, but I see Ford as truly innovative. They are focused on sustainability and the environment. Safety is one of their main priorities. I was impressed by everything that I saw on my trip. Their brand has changed in my eyes. Thank you, Ford. Job well done.
Ford Motor Company paid for my travel and accommodations at the 2-day Innovation and Design Fantasy Camp event, I was not compensated in any other manner for my time. My opinions posted here are my own.
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I, too, was (and kinda still am) a die-hard import guy…several Hondas, Saabs, and Volvos in succession (a ’98 Volvo S70 is still my daily driver.) When it came time to replace my wife’s sedan (another Volvo!) for a vehicle with a third row, we looked at many, many options…SUVs, minivans, and crossovers of all types. All were imports, save one…the Ford Flex.
We were so impressed by the Flex (a Honda Odyssey came in second, followed by a Volvo XC90) that we bought it and have never regretted it. Ford has been hitting home run after home run of late.
I rent the current Fusion frequently on business travel and am impressed by it. If the new one is as good as you and everyone else says, there may well be a 2013 Fusion (1.6L EcoBoost with six speed manual, please!) in my half of the garage by this time next year.
(BTW, the Mustang has always been about big fun on the cheap. The current version continues that tradition, but is now a credible sports car, to boot.)
We are American car people over here.
I am currently driving a new Buick Enclave and I love it….
My first car was a Ford Mustang convertible….. it pretty much rocked.
Love my Ford Escape – had it over 2 years and it’s been the best vehicle I’ve owned. I’ve heard great things about the Fusion too!
I will make out in the back seat of that Fusion if you’ll just give me a chance, Oh, American car! I’ve had Hondas for years, but I might be a fickle pickle for that shiny red Fusion.
Hi,
I am a fan of Ford and Toyota. I guess red fusion is going to rock. Fusion energi also seems to be awesome due to the mpc. I hope these cars are launched soon in the market.
Thanks for the article! Please excuse the picky, engineer side of me (full disclosure, I do work at Ford, which is how I came across your article) but I wanted to ask about some of your numbers. I believe the 2013 Fusion is rated at 100+ MPGe (miles per gallon equivalent) not 100 miles per charge. Because of this, for the price projection, I don’t think the Focus EV is a fair comparison since it gets a much farther range/has a much larger battery than the Fusion Energi is expected to.
Again, thanks again for the great article, just wanted to add my $.02!
Thank you so much for your comment! I am going to update the post. I really appreciate this.