Ford's five pronged push against Toyota and Honda for market share in California
Ford Motors is beginning the rollout of information, and later cars, that will be a five pronged assault on Toyota and Honda for market share, especially in California. Environmentally conscious Californian's go for clean cars like Toyota's Prius, and most of the electric vehicle sales have been in California. Ford, whose market share in California was weak a couple years ago, is looking to gain market share which means beating Toyota and Honda for sales in that state. Ford's vehicle electrification strategy, called the Power of Choice, is a large part of the plan to take market share. That electrification strategy is due to have a major rollout at the end of this year as four more electrified vehicles join the Ford Focus Electric.
When Ford discusses "electrified" vehicles, or the "electrification" of vehicles, they do not mean solely "electric" vehicles of the sort that run only on battery power. Instead the term refers to any vehicle with any degree of electric assist, and includes a range of technologies from mild hybrid, to regular hybrid, to plug-in hybrid, and of course all electric battery powered vehicles.
Why California? That state is the leading automobile market in the U.S. with 10% of nationwide sales.