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NEWS
Kuga: more power; 'disses' RAV4
Kuga v RAV4 info release cements new 'direct comparison' strategy for FordFord has released details of an update of its Kuga compact SUV with a virtually unprecedented direct comparison with Toyota's RAV4. The release published today is unusual in that it not only provides information about the updated Kuga, but it directly compares the vehicle to its Toyota opposition.
Currently, the Toyota in question, the RAV4, outsells Kuga three to one in what is a hard fought segment. The top seller in the category year to date is the Mazda CX-5.
Ford's press release states: "When compared with 2.5-litre AWD Toyota RAV4 models, the new 134kW EcoBoost offers more power and torque whilst still offering better fuel economy and the new 176kW high-output EcoBoost engines offers a considerable 44kW and 107Nm over the 2.5-litre Toyota with comparable economy."
While the release quotes Ford Australia Vice President of Marketing, Sales and Service Graeme Whickman, the Ford exec is not attributed with the 'better-than-Toyota' claims.
Ford's PR head Wes Sherwood was overseas and due to time zone differences was not available to comment on the new strategy when motoring.com.au contacted Ford this afternoon.
Ford Australia Brand Communications Manager Neil McDonald confirmed that the company's move to directly compare its new product to other vehicles in the same segment was deliberate. He stated, however, it was a strategy that Ford began some months ago.
"Kuga is not the first to go head-to-head with this approach," he told motoring.com.au.
"We've done it with Ranger and if you've seen the recent TVCs, [you will have noticed] Ford has been proactive in pitching the Focus and Ranger into the path of our direct competition.
"This a new way we're connecting with our customers, so they can see that our vehicles are innovative, fuel efficient and highly competitive," McDonald stated.
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Written byMike Sinclair
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