ASA orders Ford to withdraw misleading fuel consumption claims

A complaint from a consumer has resulted in Advertising Standards Authority (ASA) ordering Ford to adjust its claim on fuel consumption for an SUV.

The owner of Ford Kuga 1.5 EcoBoost Ambiente complained that she registers double the fuel consumption compared to what was advertised.

Ford’s claimed fuel consumption figure for the vehicle was 7 litres per 100 kilometres.

Alexander Parker, Group motoring editor at Times Media, says it is not entirely the manufactures fault as they are forced into a testing programme called the New European driving circle in the EU. It is a very old method and does not replicate real world conditions.

He says Ford had no choice but to go through this process if they wanted to sell cars in the EU. The quoted numbers were the exact figures Ford that came through the official system says Parker.

We all know that those numbers are nonsense

Alexander Parker, Group motoring editor at Times Media

I do think that this will have implications on how South African car operations talks about their fuel consumption. It may no longer be wise to claim the numbers as some kind of reality, but they are useful in the comparison sense

Alexander Parker, Group motoring editor at Times Media

Parker says that measuring a car's fuel consumption is not easy. Because many consumers believe consumption depends on so many variables like the weather of the day, the temperature and the driver, car manufactures rely on this imperfect method.

Listen to the full conversation below:

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