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Customer LoginsFord C-Max vs. Toyota Prius – round 1
Ford launched the C-Max hybrid vehicle in September 2012, and dubbed it as America's most affordable hybrid utility vehicle. The C-Max base model is offered at $25,200 and provides consumers with estimated fuel economy of 47/47 (city/highway) MPG. By contrast the primary competitor to the C-Max is Toyota's famous Prius which has a starting price of $24,200 and fuel economy estimates of 51/48 MPG.
With the launch of the C-Max, Ford has launched "The Hybrid Games" campaign which displays a series of road tests between the C-Max and Prius.
I wanted to review the conquest performance of the Ford C-Max from competitive brand hybrid owners to determine just which owners are defecting their hybrids and jumping into the C-Max. The time period I used for this analysis was September-December 2012.
In total for the time period assessed, Ford was able to conquest 388 competitive hybrid owners into its C-Max model. Just over 200 of these owners were Prius owners and thus just over 50% of all competitive hybrid conquests are coming from previous Toyota Prius owners.
Stay tuned for the next round of battle in "The Hybrid Games."
Posted by Bashar Cholagh, Loyalty Management Practice, Polk (03.05.2013)