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"The Ford Escape Hybrid will resonate with consumers," says Steve Lyons, president, Ford Division. "People are excited about the Ford Escape Hybrid and its truly superior fuel economy and clean air benefits. The Ford Escape Hybrid is a no-compromise hybrid-electric sport utility vehicle, featuring the product strengths that have made Ford Escape the nation's best-selling small SUV. Its responsive steering and handling, and available four-wheel drive deliver a driving experience unlike any other hybrid vehicle available in the world.
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But unless those motorists acquire a far-out-looking Honda Insight or a slightly odd-looking Toyota Prius, there's no way for others to know of the contribution they are making. A Ford Escape hybrid simply adds a green leaf to the hatch lid, the Lexus RX 400h hybrid puts an "h" next to the name badge, and only special instrument panel gauges and badging let folks know the Honda Civic and Accord hybrids are different.
Ford Vehicles: Escape Hybrid news
The Clean Car Campaign encourages new car buyers to select vehicles that meet certain clean car standards for fuel efficiency, low emissions, and clean production. Ford's new Escape Hybrid aims at the very heart of this campaign's efficiency goals.
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As a top-level sponsor of LOHAS 9, Ford's Escape Hybrid marketing effort was evident, with displays, ride-and-drives, and participation in panel discussions on sustainable transportation and hydrogen-powered vehicles. Bryan Olson, Ford Escape Hybrid Marketing Manager, says, "People who attend the LOHAS Forums are cutting edge cultural creatives who set patterns and influence others.
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The Escape's strategy is to "target the influentials, those people who are ahead of the curve in terms of being environmentally conscious and adopting new technologies," said Corey Holter, Ford's marketing manager for the Escape, who added that Ford plans to build 20,000 units of the hybrid initially, but that 50,000 people have already expressed interest on the Escape Hybrid Web site. In April, Ford began an environmental print ad campaign from J. Walter Thompson in Detroit, which does all advertising for the Ford division, that features the Escape Hybrid as one of its elements. The work addresses issues such as mileage, emissions and other environmental concerns related to the auto industry.
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Still, many hybrid buyers feel ripped off. To help correct this, Ford Motor Company has created "The Hybrid Patrol," a group of company staffers who will be traveling to 11 cities this winter to meet with buyers of their Escape Hybrid SUV about the mileage disparity and to offer gas-saving tips. Lexus, also a recipient of complaints, has begun handing out a pamphlet to new hybrid buyers listing reasons why their new RX 400h might not get the full 31 miles per gallon promised on the sticker.
The Buzz Report: What's the problem with hybrid cars? - CNET.com
One of the first hybrids to gain public attention was the Honda Insight, a funny-looking car if ever there was one. Then the Prius debuted with its fashion-forward design. And the thing is, a lot of people just think they're too ugly. Designs are getting better now; the hybrid Ford Escape looks a lot like a standard Escape, and the Honda Civic Hybrid is pretty palatable, too.
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The two-wheel-drive version of the Escape Hybrid achieves 36 miles per gallon in city driving, close to 500 miles per tank of gas, allowing cabbies to go an entire shift without taking time to fill up. According to the New York City Taxi and Limousine Commission, each New York taxi averages nearly 100,000 miles of driving annually. So, the fuel savings for drivers and operators could reach the thousands of dollars every year.
Motor: Editor's Report
The 2005 Ford Escape hybrid that's just hitting showroom floors is getting a lot of attention, and deservedly so. It's an engineering marvel that produces impressive fuel mileage ratings. Problem is, the cost-of-ownership numbers just don't add up in a way that will make a majority of consumers abandon the traditional powerplant version.
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Consumer Reports tested the Ford Escape hybrid and found it averaged 26 miles per gallon on a trip that mixed city and highway driving. The EPA estimates that the front-wheel-drive Escape gets 36 mpg in city driving and 31 mpg on the highway, according to Ford's Web site. The site notes that your actual mileage will vary based on driving habits.
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