For the past few years, pretty much every automaker has gone to great lengths to develop and market fuel efficient vehicles. They pretty much have to, as increasing fuel economy requirements and stubbornly-high gas prices make MPGs a top priority for buyers. Ford suddenly faces a difficult situation that goes against all the current efficiency news and hype.

Automotive News reports that with two huge new vehicle launches on the horizon, Ford’s marketing team needs to balance all the excitement around the 2015 Mustang and the next-gen F-150 with its more fuel efficient offerings.

Billions of dollars have been spent developing and selling cars like the new Ford Fusion Hybrid, the Focus Electric, and the C-Max Energi. These are popular cars with the green crowd, and also critical to meeting the 34.1 MPG CAFE fuel economy requirements of 2016. It’s a complicated formula, but long story short, hybrids and alt-fuel vehicle are necessary if Ford is going to hit that MPG goal.

At the same time, the 2015 Ford Mustang promises to be one of the biggest, if not the biggest automotive news story of the next year. While Ford is reportedly aiming for more than 30 mpg on the EcoBoost version of the new Mustang, enthusiasts and collectors are will be pining over the GT and inevitable Shelby variants. Add to that the launch of a next-generation F-150, the single best-selling vehicle in the entire country, and Ford’s marketing department has their work cut out for them.

It should be quite interesting to see how the blue oval’s marketing strategy plays out over the next year.