Toyota's, Honda's and Mazda's own this segment. Taking nothing away from the likes of the Mondeo, but the target consumers aren't used to even considering a Ford in this segment. Even the smaller car segment has the same problem but to a lesser degree with the Focus. The family size 6cyl segment is an example where the opposite occurs with the Falcon.
With the mid size segment reliability is king and emotion doesn't tend to drive, or motivate the target consumer into action. These buyers think with their head and purchase within their comfort zone. Ford's challenge is to become part of this comfort zone which requires a reasonably dramatic shift in thinking from the buyers to pull off. Unfortunately for the Mondeo, buying one is a risky and an unfamiliar choice regardless of its quality attributes.
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“You can't build a reputation on what you are going to do.- Henry Ford”
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