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Ford Targets Prius, Non-Hybrid Owners By Redrawing Popular Classic Animated Character In New C-MAX Ads

DEARBORN, Mich., Oct. 4, 2012 /PRNewswire/ --

  • New TV, digital and print campaign – featuring Italian "La Linea" character popularized in the U.S. in the 1970s and 80s – highlights how Ford C-MAX Hybrid and C-MAX Energi plug-in hybrid top Toyota Prius v and Prius plug-in in MPGe and more
  • New ads also showcase C-MAX Hybrid's "real-vehicle" performance, technology and value to attract non-hybrid intenders who have not been willing to sacrifice attributes they are used to receiving from traditional gas-powered vehicles
  • C-MAX Hybrid delivers EPA-certified 47 mpg city, 47 mpg highway ratings – 7 mpg better than Prius v on the highway – for a 47 mpg combined rating
  • All-new 2013 C-MAX Hybrid is expected to be America's most affordable hybrid utility vehicle with a base price of $25,995, including destination and delivery, which is $1,300 lower than Prius v

Ford is drawing on the popularity of a classic animated television character to establish C-MAX Hybrid and C-MAX Energi plug-in hybrid as better, more fuel-efficient hybrid alternatives to Toyota Prius v through a new advertising campaign that breaks tonight.  

Reviving a classic 1970s character from a popular Italian animated children's series called "La Linea" – also a hit in the U.S. in the 1980s – the new ads use the series' familiar style to showcase C-MAX Hybrid's "real-vehicle" performance, technology and value to new buyers.

"The 'La Linea' C-MAX Hybrid ads are simple, unique spots that will introduce our first all-hybrid line in North America to Americans by hand-drawing the vehicle's silhouette and showing how it beats Prius v, especially in fuel economy," says Matt VanDyke, director, U.S. Marketing Communications, Ford Motor Company (NYSE: F). "We also are targeting customers who have been sitting on the hybrid fence by showing how the new C-MAX Hybrid offers the value, performance and technology they previously thought had to be sacrificed for efficiency."

The national campaign for C-MAX launches across the U.S. today and features TV and digital components. Integrated efforts featuring social media, print ads and events are to follow in targeted regions.

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