How Ford picks its green cars for volume sales

by David Sedgwick
Automotive News
August 13, 2012

TRAVERSE CITY, Mich. — About 1 in 4 car buyers is willing to pay extra for a fuel-efficient powertrain if the investment can be recouped in four years or less, a senior Ford executive said.

That discovery, backed by consumer research, has helped Ford develop a useful blueprint for rolling out electric vehicles, plug-in hybrids and other fuel-efficient powertrains, said Joe Bakaj, Ford Motor Co.’s vice president of powertrain engineering.

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