"It's our first truly global launch as a company," he tells Jamie LaReau, Edward Lapham and Laura Clark Geist in a Q&A. "Our industry has not had global
launches in mainstream business."
Farley cites the closing credibility gap against Toyota as a big plus, enabling it to "decelerate" its incentives as more people consider the brand than in the recent past. He also says that fuel consumption will play a major role in its marketing as people worry that oil prices will rise again. "Fuel consumption is a huge differentiator for the brands," according to Farley. "We have dramatically changed our reputation for fuel economy."