2010 Ford Fusion Hybrid: At What Price?
March 29, 2011
Ford recently released some figures that revealed something kinda interesting: In the case of its Lincoln MKZ -- available as both a hybrid and a gasoline model -- the take rate on the hybrid model has tracked at more than 20 percent since January 2011.
Meanwhile, the MKZ's less tony but mechanically similar relation, the Fusion Hybrid, had a take rate of just 6 percent last month.
Undoubtedly, the disparity here has everything to do with price. The MKZ Hybrid -- which, by the way, gets mileage of 41 mpg city/ 36mpg highway -- is priced the same as the gasoline model while the Fusion Hybrid is thousands costlier than its gasoline-only doppelganger.
Most hybrids are priced at a premium relative to their gasoline-model equivalents, due largely to the fact that, hey, hybrid technology ain't cheap, and someone has to pay for it. But I know that manufacturers are looking at Lincoln's pricing strategy to see if it works; at a press event held a few weeks ago for Infiniti's first hybrid, one of the execs mentioned that they'd be keeping an eye on the MKZ Hybrid's sales figures to see how things pan out.
Would you be more likely to buy the Fusion Hybrid -- or any other hybrid, for that matter -- if it were priced identically to its gasoline-model equivalent?
Warren Clarke, Automotive Content Editor