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New TV spots stress automaker's fuel economy efforts such as first hybrid SUV. (http://www.detroitnews.com/apps/pbcs.dll/article?AID=/20060624/AUTO01/606240367/1148)

Associated Press - June 24, 2006

http://www.cleanmpg.com/photos/data/501/06_Ford_Escape_Hybrid.jpg
Ford Escape Hybrid - World's first hybrid SUV.

DETROIT - Ford Motor Co. plans to launch television ads in July featuring Chairman and CEO Bill Ford Jr. talking about efforts to lessen U.S. dependence on foreign oil.

The latest salvo to improve the company's environmental reputation with the American public, the commercial is part of a series of ads Ford has been running since October that feature the executive talking about changes taking place at the auto maker.

In past spots, issues such as safety were addressed. The emphasis on oil dependence shifts the focus to a hot-button issue as high gasoline prices and concerns about energy independence weigh on consumers.

The move comes as U.S. automakers continue to face criticism for cultivating what has been often referred to as an addiction to oil. Ford, like its rival General Motors Corp., has long raked in the bulk of its North American profits by selling large pickup trucks and SUVs, many of which carry poor fuel-economy numbers.

Bill Ford will tout the automaker's recent efforts to improve the overall fuel economy of its lineup by introducing the market's first hybrid SUV and improving the efficiency of powertrains, Ford spokeswoman Becky Sanch said. Bill Ford has been at the center of the auto industry's oil debate since taking the helm of the automaker earlier in the decade. He has repeatedly made statements and even set company targets related to the need to boost fuel economy of cars and trucks.

5 years ago I was became excited about the new Hybrid technology and Ford's drive to make the first hybrid SUV. I subscribed to their website, answered surveys, and then watched as projected sale dates came and went, 1year, 2years later and still no Escape hybrid. Ford even dropped their green vehicle website links to it's production. Then, at last, it arrived on the market and I was disappointed by the price and the projected mpg for the 4wd version. I really wanted them to succeed, but it appeared they were being hamstringed at every corner. I truly felt that they should follow Toyota's lead and price the vehicle so that there was little or no difference with the regular version and make little or no profit as a means of gaining acceptance for the technology while chalking up the cost as an investment in the future. Ford has shown the will to invest in green technology. Hopefully they can now take their lessons learned and bring that innovation to the marketplace.
I'm also glad that they are bringing more emphasis to the energy independence issue. Anything to help make people aware that it is patriotic to save energy.

In 2004 I was in the market for a small efficient vehicle for my 100 mile/day drive.

I really really wanted to buy American, preferably Dodge but nobody had anything which came close to my end choice.

In a couple of years we'll be replacing the Grand Caravan but will not be buying another fuel pig. We like something with some room inside for family outings, towing a trailer and hope they have a decent size vehicle with good mileage. By good I mean rated +30MPG, I figure I could do better than its rating.

Hybrid? Clean Diesel? Both are on my table to consider.