Ford re-adjusts Focus

Changes to the marketing of the Ford Focus now place the Euro-import fair and square in Japanese/Korean pricing territory.

The new model is the 'LT' series, but is largely an upgrade of the LS series introduced in 2005. With the introduction of the new range, the CL entry-level model has been reduced in price to $19,990, which undercuts Toyota Corolla since the release of Corolla's new 150 Series model range a couple of months ago (more here).

The Focus diesel joins Ford's range around 12 months after archrival Holden introduced a oiler variant in its Astra small car line-up.

The Focus TDCi, which is available as a hatchback only, will pick up some sales on the basis of its 5.6lt/100km economy, according to ADR 81/01 testing. We've attended the launch for this vehicle and will have more news on it in a few days.

For a sub-$20,000 car, the Focus CL has the necessary complement of safety equipment: dual airbags, ABS and EBD. These features are also standard for the higher grade models too, but in addition, the LX and TDCi grade gain side impact airbags for the front-seat occupants.

On top of that specification, Zetec and Ghia levels boast Dynamic Stability Control ('DSC'), Traction Control and Emergency Brake Assist.

All variants of the Focus are can be specified with an optional safety pack, which varies in accordance with the trim level purchased. So the safety pack for the base CL Focus gains the features fitted to the higher grades and curtain airbags.

Ford is offering the safety pack option on the Focus CL at an introductory price of $800 until September 30. This is half the normal retail price that will apply after September.

At the other end of the scale, the Zetec and Ghia safety pack option comprises curtain airbags at the introductory price of $200.

Three new variants in addition to the Focus TDCi have been added to the range. These are a Zetec sedan with manual or automatic transmission and a Ghia hatch with auto transmission only.

Pricing for the LT Focus range is:

CL $19,990
LX $23,990
TDCi $27,990
Zetec $26,490
Ghia $29,490

Automatic transmission, which is not available for the Focus TDCi and is standard for the Ghia, costs $2,000 for all other variants.

Cosmetic and convenience features that will identify the LT series from the superseded LS model include a new front bumper, indicators in the exterior mirrors, new style alloy wheels for Zetec and Ghia variants, and two new colours. The new colours are named Ocean and Tonic.

Other minor changes include a fold-out key and fob, an ebony leather seat trim option for Zetec models and a six-disc CD audio system option is available for the LX, TDCi and Zetec models (standard already for Ghia).

The Focus LT upgrade will further improve the chances of the car making serious inroads in the small car market.

"Focus sales rose by 63 per cent in 2006 compared with the previous year, which shows an increasing number of people have come to appreciate Focus and its outstanding driving dynamics, comfort, quality and refinement," said Mark Winslow, Vice President of Marketing and Sales at Ford Australia.

Earlier in the week, we speculated that Ford would launch the diesel Focus in both sedan and hatch versions. We were wrong.

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