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Ford not backing down on MPG-based marketing strategy

The Blue Oval may have to back off a bit from the green messaging. Ford has had to lower fuel-economy ratings on a number of 2013 and 2014 model-year vehicles, namely its hybrids. And that may force the US automaker to rethink some of its marketing strategy, Automotive News reports. Ford has spent much of the year pushing its fuel-efficiency improvements, with everything from a Super Bowl ad saying its Fusion Hybrid gets "almost double" the fuel efficiency of an average vehicle (after the recalculation, it's now more like 75 percent better) to claiming the Fiesta is the most fuel-efficient non-hybrid in the US (it's actually the Mitsubishi Mirage) to stating the C-Max Hybrid gets better fuel economy than the Toyota Prius V (it doesn't). Nonetheless, Ford doesn't plan on changing its mpg marketing emphasis anytime soon, the company said in an e-mailed statement to AutoblogGreen. "Providing customers great fuel economy is a key part of our Ford vehicle DNA." "Providing customers great fuel economy is a key part of our Ford vehicle DNA," the company said. "We will continue to highlight our vehicles features and attributes in our advertising and marketing, which includes fuel economy and fuel-saving technologies like EcoBoost and hybrids." Earlier this month, Ford said it would lower the fuel-economy ratings of models such as the C-Max, Fusion and Lincoln MKZ Hybrids as well as most of the Fiesta line because of mistakes in the company's internal testing data. It was the second change for the C-Max Hybrid. The good news for Ford is that its fleetwide fuel economy is up almost 40 percent from a decade ago, compared to an improvement of around 23 percent for Toyota. Still, while sales of Ford hybrids and plug-ins are about even with last year through the first five months of 2014, C-Max Hybrid sales have plunged 49 percent from a year earlier. Earlier this year, Ford admitted that the first fuel economy downgrade had a negative effect on sales and we can find proof in the numbers. Before that the change was announced, in August 2013, Ford was consistently selling over 2,000 – and sometimes over 3,000 – C-Max Hybrids a month. In September, it dropped to 1,424, then to 1,438 in October. It didn't climb back above 2,000 until May 2014. The second mpg adjustment was announced in June.

Ringbrothers shows off Coyote-powered 1968 Mercury Cougar

We'll openly admit that not every SEMA build is our cup of tea. But this? A tastefully resto-modded 1968 Mercury Cougar with a 460-horsepower Ford Mustang V8? Yeah, this is right in our wheelhouse. Sadly, there was no in-pwerson SEMA show in 2020, so we missed out on gems like this one. SEMA or no SEMA, the aftermarket carries on, and co-owners Jim and Mike Ring of Ringbrothers (get it?) saw no reason to let their time and effort go to waste.  When they're not building wild customs (see: 1,100-horsepower 1972 AMC Javelin AMX) or more subtle showcases (such as this Cougar or their 1971 K5 Chevy Blazer build from 2018), the folks at Ringbrothers crank out factory reproduction parts, whether for old-fashioned restoration or modification purposes. While '60s muscle cars are recurring build subjects for the two, the Cougar was the first of its kind they tackled.  Keeping it in the family, Ringbrothers sourced a Ford 5.0-liter "Coyote" V8 and a 10-Speed Automatic (lifted from an F-150 Raptor, incidentally) for the build. They didn't stop with the driveline, of course. The suspension was overhauled with a little help from DSE and a set of HRE Series C1 C103 Forged 3-Piece wheels were thrown over upgraded brakes.  "We put our heart into each car we build, and this Cougar is no exception," Jim said. "The finished product is mild and classy, yet any enthusiast instantly knows it's not stock. I imagine this is what Mercury designers would have come up with if they were building the Cougar today." "While we couldn't bring the car to the SEMA Show, we hope it can be shown to the public soon," Mike said. "We had never done a Cougar before, so this was a fun build. I love working with new shapes and coming up with new ideas." There's plenty to appreciate about this Cougar apart from the mechanicals, too. The finish is Augusta Green Metallic (courtesy of BASF), which was a factory color in 1968. You may know it by another name: Highland Green. There are a few custom exterior touches, but they're quite subtle and styled to be period-correct. The interior was also restored and updated, and it's where you'll find the only thing we're not fond of: that big, fat truck shifter. Gearbox choices notwithstanding, it's a bit of an eyesore. But considering how gorgeous the rest is, we'll give it a pass.  Related Video:

Buyers ditching expensive European sedans to buy expensive American trucks

The New York Times ended the automotive week with a story that adds numbers and context to a range of other stories, from the crossover craze to the increasing median price of a new car to ever more grandiose pickup trucks. The NYT piece reveals that the shift to larger vehicles isn't merely about the average U.S. buyer swapping the midsize sedan for a Ford Edge. Luxury buyers are migrating from plush sedans to plush SUVs and trucks that creep close to six-figure prices, and the Detroit Three are running Treasury presses because of it. From 2013 to 2017, the truck category — everything from pickups to minivans — climbed from 30 percent of the market to 41 percent. In January of this year, trucks claimed 66 percent of new vehicle sales. At the milk-and-honey end of profits, GMC alone accounted for 11.3 percent of all vehicle sales over $60,000, not just trucks. That puts the luxury truck maker behind Mercedes-Benz and Ford, The Blue Oval's feasting on Lariat, King Ranch and Raptor versions of the F-150, which make up more than half of that pickup's sales, putting it ahead of Chevrolet, Porsche and Lexus on the high-dollar sales list. The average transaction price of a GMC in Denali trim last year was $56,000; it's easy to see why, when one dealer told the NYT he just swapped a 2012 BMW 550i for a $71,000 GMC Sierra Denali. That truck starts at $52,900. The NYT started its story with a buyer who took home a Ford Raptor instead of an Audi A6, and optioned that $50,020 Ford Raptor close to $80,000. Over at Lincoln, the new $72,055 Navigator — the one so popular that Ford will increase production — crossed hands for an average sale price of $77,000 in January. And a Jeep dealer told the NYT that the two $93,000 Trackhawks he had on his lot "won't be here more than a few weeks." While trucks head up in sales volume and price, cars are headed so viciously in the opposite direction that "the Detroit Three and even some foreign manufacturers acknowledge they are now losing money on many of the cars they sell." So ... get ready for a lot more crossovers and trucks. Related Video: Find out what vehicle is right for you. Give our Car Finder tool a try.