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 |  Jan 24 2012, 11:30 AM

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There`s an understanding in business that selling a lot means selling cheap. Unless you have a monopoly on the water supply, sales numbers don`t hit astronomical heights without stepping into volume pricing territory. Toyota spent the last decade worshiping that philosophy and consequently kept the Camry on top.

Given the Japanese automaker’s decade of domination, it is easy to assume that Ford will be gunning to take that position with their new Fusion sedan. After all, it’s sporting a sexy new look that’s eye-catching to say the least and before Toyota got hold of the spotlight, the Ford Taurus actually held that title between 1992 and 1996.

Despite the rivalry-ridden history, it seems Ford prefers to improve their product and walk a slightly different line by maintaining a balance that focuses a hair more on quality than volume. In fact, research by IHS Automotive suggests that the company doesn’t even have the capacity to outproduce Toyota.

It wasn’t so long ago that the Ford name brought snide remarks like “found on road dead” or “fix or repair daily” to mind. Well, we have yet to drive the 2013 Fusion, but based on what we saw at the Detroit Auto Show earlier this month, it’s shaping up to be a real contender.

So much so, that Ford is actually looking at increasing their production capacity. In fact interest in the car on Edmunds.com jumped 49 percent after the reveal.

Toyota will be hot on Ford’s heels, though, having recovered from the damage their production suffered after last year’s tsunami. When all is said and done, Ford will have the capacity to build 400,000 Fusions per year and Toyota will be capable of producing 500,000 Camrys. Last year the Camry took the top spot by selling just over 308,000, where the Fusion moved just over 248,000 units. Neither company is expected to maximize their capacity in the coming year.

GALLERY: 2013 Ford Fusion

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[Source: Automotive News]