2013 Ford Escape Unveiled
November 17, 2011 by staff
2013 Ford Escape Unveiled, Ford will cling to the Escape’s top slot in the compact SUV market by keeping the new model’s pricing lower than the Toyota RAV4 and Honda CR-V while exploiting social media marketing , Ford announced Wednesday at the Los Angeles Auto Show.
Unlike higher transaction prices being increasingly commanded by the Focus sedan, Escape’s value proposition needs to stay low so Ford “can produce these vehicles in high volume,” said Jim Farley, vice president of marketing at the automaker.
Workers at the Louisville Assembly Plant are poised to manufacture the sleeker, more fuel efficient Escape on two shifts beginning in March, plant manager John Savona said. Ford expects to surpass the more than 200,000 Escapes already sold in 2011, company officials said.
The outgoing Escape is available for $2,000 to $3,500 less than the RAV4 and the CR-V, according to www.TrueCar.com.
TrueCar senioranlyst Jesse Toprak said Ford’s new Escape, which was officially launched Wednesday, adds style to the automaker’s formula of offering affordability with steadily increasing resale value.
That, and sponsorships of shows like “American Idol” help the automaker gain crucial buzz in the youth market and among California consumers, he said.
Buyers increasingly want vehicles “that are small and stylish,” Toprak said. The Escape “is bringing people to Ford showrooms who would not typically go there.”
The steady trickle of Escape cameo appearances and segments on YouTube, Facebook and Twitter in the days preceding the launch of the new model will grow to a flood as it approaches showroom sales in March, Farley added.
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