Editorial: The 2010 Ford Fusion – Why It's Good. But Only Good.

At today’s LA Auto Show, Ford revealed its refreshed Fusion. In large part, the midsize sedan’s in synch with one of TTAC’s core philosophies: evolution before revolution. Manufacturers should continue to improve existing decent products rather than swing for the fences– especially when it’s the bottom of the seventh. That said, plenty of pistonheads reckon the Fusion isn’t a patch (or is) on the Euro-Mondeo. In Fantasyland, that’s the Blue Oval mid-sizer on dealer lots. And if there’s still a Ford America in 2013, we’ll have our Mondeo and drive it too. In the meantime, good is good enough. Or is it?

The Fusion we’ve got now is a decent car. It’s not perfect. The turning circle is poor. The quality of interior plastics ranges from impressive to horrendous, especially in the cheaper models. The existing engines trail Japanese competitors a bit in horsepower and fuel economy. The back seat is missing headrests. Little things, that add up to a car that wasn’t totally there.

So what has Ford done here? They redid most of the dashboard, installing a better center stack of controls and display. It’s still not an Audi, and you’d be hard pressed to call it inspired design. From the photos, it looks like a significant improvement. Cost? Probably fairly low. Ford’s also dishing-up some low-cost, high profit options for the interior. SYNC is the best audio and/or nav interface on the market, in terms of ease of use, and a Sony-branded stereo means added profits merely because Ford is using a system from an established name brand.

As for the engine upgrades, well, much respect. The 2.3-liter 4-cylinder is bounced for a 2.5-liter 4, and it’ll still offer a manual transmission– now up to six gears. The automatic is also a six-speed. Incremental improvements; way to go, Ford.

Ford’s PR sheets claim mileage will be up a few MPGs, but honestly, even if it’s better than the Camry’s, that’s not Ford’s image. The 3.0-liter 6 is up to 240 horsepower, which is less than the V6 engines from Honda and Toyota, but so what? It’s a great amount of power for the Fusion and for a front wheel-drive vehicle. The top engine– only offered in the Fusion Sport– is Ford’s 3.5-liter V6. It has the more class-competitive horsepower rating of 263. I’ve never warmed up to this engine in the Edge, Flex, and Taurus; perhaps it’s the transmission tuning, but it always feels lazy and dumpy.

The Fusion hybrid is a separate debate– and the topic of Robert’s other post– but hey, at least Ford is in the game.

The biggest issue for these cars, aside from some moderate flaws, is that Ford has zero image right now. Other than seeing one on the street and saying “I like the look of that,” I don’t know why someone would be attracted to the Fusion instead of the dozen other competitors.

Ford’s marketing to journalists tends to argue that they have the best “thought out” vehicles. This usually means creature comforts, as well as some ergonomic improvements. For instance: SYNC, capless fuel fillers (cleaner hands), clever doors on the Flex (cleaner pant legs), power moving pedals (saves from short people sitting on top of the airbag). But so what? Can you really sell cars on nebulously defined “technology?” Well, no. That’s what Acura has been trying to do for years, and it doesn’t work for them.

Ford probably doesn’t have the money or resources to develop a clear brand image. So they’ll do what Toyota does: incrementally improve cars that are pretty good. It’s a good long-term strategy, but not a great one. And tough to do when you’re playing against the clock. We’ll bring you a review of the upgraded Fusion as soon as possible.