More than 60% of sales for Ford C-Max are sold to customers loyal to another brand.
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.
I live in Utah. The C-Max just isn’t in the state yet. My wife and I are anxious to see them. We’re visiting family in Martinez and a search of C-Max inventory near Martinez listed many of them nearby. Today we visited Walnut Creek Ford – a dealer that was EV certified (we even quickly glanced at the new Focus EV).
We had never seen a C-Max before and my wife was excited to check it out too. This dealer just received two vehicles the day before. They had a well-equipped SEL with “Blue Candy” exterior. Opening the door, we noticed that the console was huge. It swept down from the dashboard to the back of the front seats. My wife was quite disappointed with the space consumed by the console. Unlike the large console in the Honda CR-V, there wasn’t a compartment within it large enough to store her purse. We were impressed with the power as she drove onto the on-ramp of a divided highway near the dealership though. The salesman knew a lot about the C-Max. He discussed the features overall and showed how Sync allowed one to change the cabin temperature.