Ford has a problem with its public image, says Green Vehicle Reports. It seems the public thinks Ford's gas mileage efforts are lacking. Gas mileage and Ford simply don't go together, according to 68 percent of those questioned recently by the car maker. The proof is here: Public opinion poll: Ford fuel economy is severely lacking

No Fiesta for Focused customers

For fuel economy, the Ford Fiesta and Ford Focus are at the top of the list. Still, consumers do not consider the brand a fuel efficient business. This is hard for Ford’s global marketing chief Jim Farley.

“There are 240 million people driving vehicles in America, and only 32 percent have a good opinion of Ford on fuel economy,” Farley noted while at the Barclays Capital 2011 Global Automotive Conference. “That means 68 percent don’t.”

Great numbers for earnings

The fuel-efficient Fiesta and Explorer SUV, Ford made $6.6 billion in just the first three quarters of 2011. This year, through Oct, Ford’s sales are up 11 percent. The auto industry has a 10 percent overall gain. Yet the negative public perception surrounding Ford gas mileage indicates to Farley that the automaker isn’t doing enough.

“Fuel economy is ground zero in pricing power in the U.S. for Ford,” Farley said. “If you can change perceptions on fuel economy, you can change pricing power across your whole lineup.”

Getting things changed

Ford knows all about fuel economy. It is worked into several automobiles. With regards to mpg, the 2011 Ford Escape ranked top five in its class. The 2012 Ford Fusion Hybrid got top 10 in its class too. For about $20,000, you can get over 40 mpg with the 2012 Focus SFE and 2012 Fiesta SFE.

Public opinion will be shifted with EcoBoost engine technology which will make mileage 20 percent better. Hopefully people change their opinions with the 2012 Ford Focus Electric. The business is hoping it will do for Ford what the Chevy Volt EV did for General Motors.

“But we have a long way to go,” Farley said. “Those that own fuel economy in the U.S. own pricing.”

Ford aerodynamics and gas mileage

Articles cited

Autoline

Automotive News

Green Car Reports