On Thursday, Ford Motors launched a rather aggressive ad campaign for its C-Max hybrid, with the two TV commercials unveiled by the automaker for the vehicle going head-on at Toyota's Prius v hybrid.

The new TV ads for the C-Max - which hit the markets last month - compare the nameplate directly against the Toyota Prius v hybrid; with Ford underscoring that its vehicle not only beats the Toyota hybrid in terms of fuel efficiency and horsepower, but is also more affordable than the Prius v.

The ads specifically draw attention to the fact that C-Max - which has been manufactured at Wayne, Michigan - has a combined gas-electric rating of 188 hp, as against Prius v hybrid's 134 hp; and is capable of hitting 47 miles per gallon (mpg) in city, highway and combined modes, whereas Prius v achieves 44 mpg, 40 mpg, and 42 mpg in the three modes respectively.

Moreover, so far as the price-tag of the two competing hybrids is concerned, C-Max costs $25,995 for the base model, including shipping; while the cost of the Prius v base model is $1,285 higher, at $27,280.

Noting that C-Max boasts more power than Prius v, Jim Farley - Ford's group VP in charge of global marketing - said that the new Ford hybrid is also "fun to drive" --- an aspect which, as per Farley, consumers "don't expect from a hybrid."