2015 Ford C-Max Ads To Downplay Twice-Cut Gas Mileage, Focus On Fun, Tech

Offered in North America only with hybrid powertrains, the Ford C-Max hatchback was supposed to give its maker a high-profile, high-efficiency model to compete with the Toyota Prius family.

However, Ford has had to cut the C-Max Hybrid's fuel-economy ratings twice, leading the company's marketers to think of a different way to sell it.

RELATED: Ford Cuts Gas Mileage On 6 Models: What You Need To Know, And Open Questions

Their solution? Stop emphasizing fuel economy.

Gas mileage will apparently be downplayed in ads for the 2015 C-Max Hybrid, according to industry trade journal Automotive News (subscription required).

The new tag line for these ads is "a fun-to-drive hybrid does exist," focusing on what Ford claims is a superior driving experience, with no mention of fuel economy.

While it might seem strange to emphasize sportiness over economy when discussing a hybrid, it may be Ford's only option at this point.

Thanks to the two cuts in rated fuel economy--from August 2013 and June 2014--the C-Max Hybrid can't come close to can no longer beat the Prius on mpg.