New Focus is the real estate

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Thursday, April 01, 2010

Ford’s renewed financial strength has obviously given the company a major shot in the arm, and, at the recent Geneva Motor Show, the American giant took the opportunity of unveiled the estate version of the new Focus.

The new machine made its global debut alongside the Focus five-door, which was appearing for the first time in Europe. The estate is the fifth vehicle to be revealed from Ford’s Motor Company’s new, global, C-segment platform, which the company hopes will underpin 10 vehicles around the world and account for two million units of annual production by 2012.

We had already seen the new C-MAX and Grand C-MAX models at Frankfurt 2009, the next-generation Focus four-door and five-door cars at the 2010 North American International Auto Show, and now the estate at Geneva.

“Our next generation of C-cars shows how Ford is using its global resources to develop at least ten new models, or derivatives, from the same platform globally,” said Derrick Kuzak, Ford’s group vice-president of product development. “The Focus estate is the next model to be revealed, and is particularly significant for the European market, as more than a third of our C-car customers here prefer an estate body style.”
At Geneva, Ford confirmed that a global performance vehicle will be developed as part of the next-generation Focus range, and that it will be powered by a version of the four-cylinder, Ford EcoBoost engine family.

“We want to reassure enthusiasts of Focus performance models that we have a plan for them, as well,” Kuzak said. “Our commitment is to deliver an exciting performance model of the new Focus on a global basis, and using a version of our advanced, new Ford EcoBoost petrol, direct-injection turbo engine. We’re not ready to reveal more details, yet, but we recognise how important this model will be in the Focus line-up, particularly for customers in Europe.”

Details of the portfolio of new models based on the global C-car platform will be revealed soon, with these models coming into the Ford line-up worldwide by the end of 2012.

With the estate Focus, Ford reckons it has a crucial model for the European market in particular, as around one-third of all Focus customers choose this bodystyle. In some markets, such as Italy and Germany, the estate derivative represents more than half of all Ford Focus cars sold.

“A key strength of the Ford Focus range in Europe has always been its estate, and its popularity is second only to the five-door,” said John Fleming, Ford of Europe chairman and CEO. “These customers want the extra space and flexibility a traditional wagon provides, yet they still expect all of the technology, great driving dynamics, and superb styling. We believe the new Focus estate will more than satisfy their requirements in every way.”

Ford says that with its rakish appearance, the new Focus estate also makes a design statement and provides the ideal balance of dynamic looks and functional practicality. Full-length, integrated roof rails enhance the wagon’s attractive, kinetic design, while the tailgate has a self-closing function and neatly incorporates a compact roof spoiler.

The C-car segment in Europe remains relatively stable and accounts for a third of total car sales, with five million C-cars sold annually. Although premium manufacturers have moved into the segment in recent years, it is among the volume makers that the competition is most fierce.

The market has seen significant fragmentation in the last decade, thanks to the development of new body style derivatives beyond the traditional, four-door sedan, five-door hatchback and wagon models.

By 2012, six body styles will cover 85% of customer requirements in the segment in Europe — the four-door sedan, the five-door hatch, the wagon, the five-passenger MAV, seven-passenger MAV and the small SUV.

“As the segment develops around the world, we see clear preferences among customers for the six, main body styles, with variations by region and even within a region,” Kuzak said. “For example, the preferred body style in China and Russia is the four-door sedan, while in Britain and Spain the five-door is most popular, and we believe there is also a customer trend towards five-door small cars in North America.

“This is driving our global C-segment strategy and we are concentrating our efforts, around the world, on meeting the expectations of buyers for these six key body styles,” Kuzak said.

While the Focus wagon will initially launch only in Europe, it has been designed to share the wide range of technologies, fuel-efficient powertrains, great driving quality and high levels of craftsmanship that all of Ford’s new global C-cars will deliver.

The Focus wagon debuts in the same, vibrant candy red body colour that was first shown to great acclaim on the new Focus five-door model, unveiled at the North American International Motor Show, in Detroit, in January.

The five-door Focus model for Geneva is finished in a warm and modern hot mustard — a contemporary, dark-metallic yellow colour.

“As with all of the models in our new, global C-platform portfolio, there is scope to offer this dynamic wagon, additionally, in other markets around the world, provided the business case and customer demand exist,” said John Fleming. “We see this as an integral part of our global next-generation Focus line-up, and we’re eager to hear the reaction to what we believe is a very stylish and distinctive car.”

No doubt, that reaction will come quickly once the car hits the streets, and we will keep you informed of prices and specifications as they become available.