Ford Says Buyers Willing To Pay More For Fuel Efficiency. Would You?

Ford is expecting buyers wanting extra efficiency out of its 2013 Fusion sedan to pay dearly for it. Not only is the hybrid substantially more expensive, but auto start/stop is a stand-alone option. However, Ford may not be so off base: a new study shows that customers are willing to pay more upfront to empty their wallets less at the pump.

According to the automaker’s new survey, more than half of people queried have altered their driving habits to save fuel. Further, 25 percent of respondents would gladly shell out an extra $1000 of discretionary income toward a vehicle or vehicle option that reduces their cost of refueling.

That’s good news for Ford, as the automaker will offer a total of six different hybrid, plug-in hybrid, and electric vehicles, as well as a raft of three-, four-, and six-cylinder turbocharged engines in almost every other model. With the new start/stop function on the Fusion, Ford claims a 10-percent increase in fuel efficiency compared to models without.

The survey results also had one unsurprising finding: fuel- and energy-efficient technologies are important to almost everyone, and that saving money is one of the leading factors driving consumers to to buy efficient products.

So would you shell out extra coin to get better fuel economy? If so, how much? Technology like auto start/stop costs just $295 on the 2013 Fusion, but to step up from the Fusion to the Fusion Hybrid will set buyers back a whopping $5500. Let us know in the comments section if you think it’s worth it to pay more upfront to pay less at the pump.

Source: Ford

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2013 Ford Fusion

2013 Ford Fusion

MSRP $27,200 Hybrid Sedan


22 City / 34 Hwy

Safety (IIHS):

Best Pick

Horse Power:

170 @ 0