More than 60 percent of the C-Max vehicles are sold to customers previously loyal to another brand, called “conquest buyers”. The Toyota Prius and Honda CR-V hold the top competitive trade-in spots. Ford said one-third of all C-Max sales are to customers in the midwest (Great Lakes and Central Regions). It was previously reported that one fourth of C-Max sales were in California.
The success of C-Max luring customers away from other brands is supported by Ford’s unique La Linea ads according to Ford. Nielsen data from the La Linea 2012 ad campaign for the C-Max “show the campaign’s message communication, brand communication and purchase consideration are significantly higher than the norm.” C.J. O’Donnell, marketing and strategy manager for Ford Electrified Vehicles, said, “…this is just a start; we intend to take a much larger share of the hybrid market.” Although Ford said there would be new La Linea ads, the C-MaxChat blog on YouTube ads appears to cover all ads posted on YouTube for now. The hybrid games ads for the internet have been viewed almost 417,000 times from the Ford website through December 31, 2012. According to Ford, this was double their goal and far more than the views on YouTube that are tracked by C-MaxChat. A Ford press release is available for those interested in more detail on the marketing campaign.