Ford planning unconvential media for Escape Hybrid Ford will take an unconventional approach to marketing its first hybrid, the Escape Hybrid. About a third of its print budget will go to non-traditional magazines, such as the rabble-rousing Mother Jones, as well as health and fitness and outdoor publications, such as Outside Magazine. The automaker will also use the Internet more than with other recent launches, SUV Marketing Manager Chris Fuell told TheCarConnection.com. The automaker has already had good luck with the Web, with over 500,000 visitors a month signing on to the Web site set up for Ford's hybrid program. "The majority of our (efforts) will go to Internet and print," said Fuell, though high-cost television spots will still consume a sizable share of the Escape Hybrid media budget. The video campaign will bypass network television and gear towards the sorts of outlets environmentally-conscious buyers would tune to, including PBS, the Discovery Channel, TLC and Animal Planet. Meanwhile, the hybrid will also be the focus of Ford's first sponsorship of National Public Radio programming. The automaker is giving journalists their first opportunity to drive production version of the Escape Hybrid this week. And the route through urban Los Angeles neighborhoods underscores the way current events may be shifting in favor of hybrids. With petroleum soaring past $40 a barrel, gasoline prices of $2.50 or more have become common in Southern California. "The conditions are certainly favorable for this kind of vehicle," said Fuell. -Paul A. Eisenstein
Ford Hybrid Lineup Growing by Paul A. Eisenstein (4/6/2004) Automaker also creates new hybrid development unit. http://www.thecarconnection.com/index.asp?article=7015 "Debate continues over just how much demand there really is for the high-mileage but complex vehicles, which mate both a gasoline engine and electric motor under the hood. Some observers have noted an increase in public interest with fuel prices approaching record levels in the U.S. But that's not likely to translate into more demand for HEVs, cautioned John Fitzpatrick, General Marketing Manager of Ford's Lincoln Mercury division. "We've really not seen a shift in consumer buying patterns," Fitzpatrick said, during other recent periods when fuel prices soared. Consumers, he insisted, "are not influenced by short-term fluctuations in pump prices. Even so, Fitzpatrick acknowledged Mercury advertising for the Mariner hybrid will "absolutely" refer to high fuel prices. While final government figures have yet to be finalized, Wright said the Escape HEV is on track to achieve its goal of as much as 40 miles per gallon. Ford officials stressed their belief that for hybrids to succeed, they cannot require consumers to make sacrifices when it comes to such things as roominess, convenience or cargo capacity. They intend to promote the Escape and Mariner HEVs as "no compromise" vehicles to assure customers they are getting more, not less." (Heh, amazingly enough people want a functional vehicle. Go figure. -Ed) http://www.thecarconnection.com/index.asp?article=7131 ". . . the hybrid version really doesn't seem to require any compromises. Except for price, that is. And, unfortunately, that's one statistic we cannot provide yet. Ford likely won't release that critical detail until about a month before the Escape HEV goes on sale. Based on industry trends, we would expect a price tag closer to that of the V-6 Escape, and likely $2000 to $4000 higher. So is a hybrid right for you? Even at current gasoline prices, it'd be hard to fully justify the likely added cost of the hybrid hardware solely through fuel savings - unless you intend to put on extremely high mileage or keep the car for quite some time." The bulk of the article was favorable driving impressions of the car. Having driven a rented Escape over 1000 miles in a week two years ago, I can agree that the vehicle itself is fun to drive, although I wouldn't want to be a back seat passenger due to restricted visibility that caused motion sickness in me and the other passengers. Perhaps the new version is a little better. Ed ------------------------ Yahoo! Groups Sponsor ---------------------~--> Yahoo! Domains - Claim yours for only $14.70 http://us.click.yahoo.com/Z1wmxD/DREIAA/yQLSAA/FGYolB/TM ---------------------------------------------------------------------~-> Biofuel at Journey to Forever: http://journeytoforever.org/biofuel.html Biofuels list archives: http://infoarchive.net/sgroup/biofuel/ Please do NOT send Unsubscribe messages to the list address. To unsubscribe, send an email to: [EMAIL PROTECTED] Yahoo! Groups Links <*> To visit your group on the web, go to: http://groups.yahoo.com/group/biofuel/ <*> To unsubscribe from this group, send an email to: [EMAIL PROTECTED] <*> Your use of Yahoo! Groups is subject to: http://docs.yahoo.com/info/terms/
