• Detroit Free Press, Tuesday, March 3, 2009 10:45 AM

Ford is breaking three commercials during "American Idol" tonight that are part of a campaign called "We Speak Car" to promote the 2010 Ford Fusion and Fusion hybrid, Brent Snavely reports. Ford hopes the Fusion, which is due in showrooms later this month, will take market share from the Toyota Camry and other cars in the midsize car segment.

This year, Ford is also launching its 2010 Mercury Milan and Milan hybrid midsize sedans, the 2010 Ford Taurus full-size sedan, the Lincoln MKT full-size SUV and a line of engines it calls EcoBoost. As a result, its marketing budget will remain about the same as it was in 2008, says Matt VanDyke, Ford's marketing director for the U.S., surprising industry observers.

VanDyke says Ford will spend about as much on the Fusion campaign as it did on the launch of the redesigned F-150 pickup last year, but declines to disclose an amount. It will repeatedly tout the Fusion's fuel efficiency, saying it is the "most fuel-efficient midsize sedan."

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