Ford forays into luxury hybrid market with its Lincoln hybrid model

Ford forays into luxury hybrid market with its Lincoln hybrid model

Marking its foray into the small market of luxury hybrid vehicles, the Dearborn, Michigan-based Ford Motors will Wednesday unveil its first Lincoln hybrid model – a gas-electric version of the 2011 Lincoln MKZ - at the the New York International Auto Show.

The Lincoln hybrid MKZ will essentially be based on Ford’s best-selling Fusion sedan; and will feature the same 2.5-liter, four-cylinder engine as well as the same electric motor as the Ford Fusion hybrid.

As per the company claims, will be the one of the foremost fuel-efficient luxury sedans on the market, achieving nearly 41 miles per gallon in city driving. The car will be able to speed up to 47 miles an hour in pure electric mode.

Despite the fact that IHS Global Insight’s auto analyst Rebecca Lindland opines that customers do not generally see hybrids as performance vehicles - which is evident from the 12 percent market sales share of luxury cars, vis-à-vis the hybrids’ 3 percent share -, Ford apparently visualizes the ‘growth’ opportunity in the luxury hybrid market.

According to the information forwarded by John Felice, the general marketing manager for Ford, Lincoln and Mercury, a research by Ford has revealed that half of large luxury sedan buyers are increasingly keen on purchasing a hybrid. As such, Felice said Ford is hopeful that the Lincoln MKZ will pull in new, younger and more affluent buyers.

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