Ford's global Focus: small car, big job

Ford's popular Focus small car will fly the flag for the company's efforts worldwide. Sold in 122 countries and heading into its third generation, the Focus is the first model designed and developed under the blue oval's global 'One Ford' policy.

'One Ford' is about creating consistency for customers, according to Ford execs. "When customers see and get to drive the new Focus, they will immediately appreciate the unique Ford personality that is captured in our DNA," said Derrick Kuzak, Ford's group vice president of Global Product Development.

"By applying that same DNA in all our future products, we can be confident that those exceptional qualities will be enjoyed by consumers in all the markets we serve worldwide."

Reeling from a significant shift in buyer behaviour in the US, Dearborn executives decided to launch the One Ford concept firstly in the Small car market, noticing one in every four vehicle sales since the GFC went to the C segment.

According to company spokesman Joe Hinrichs, in 2004 US car sales were split 70:30 in favour of trucks and SUV models over passenger cars, whereas recently that figure has almost reversed at around 40:60.

The Focus model's success in its 'birthplace' Europe is undoubted; however Ford did not want to rely on simply importing cars from the continent. With sales projections at two million units -- around double what was previously expected of the early generation models -- per annum by 2012, Ford has confirmed primary production at its Saarlouis assembly plant in Germany near the French border, supported by further production at Valencia, Spain; St Petersburg, Russia and Chongqing (southwest China).

In addition, one of Ford's three truck production lines at Dearborn will be retooled to manufacture the Focus and the company says it will make further announcements regarding new production plants sometime this year -- including that assigned to Australian-delivered models, now that the small car is not being built here. Each production outfit will use exactly the same process to build the Focus.

Production of the third-generation Focus won't commence until late 2010, making the reveal at the company's Product Development Centre in Dearborn "a much earlier-than-usual launch for the media," Jim Farley, Ford Marketing VP for Canada, Mexico and South America, told assembled journalists.

Europe and the US will see the stylish new Focus first, while next in line are the SE Asian markets including Australia. Ford estimates global sales will be divided by 50 per cent to the European market; with the remainder a "fair share" between the Asia Pacific and North American markets.

Standout features of the new Focus include a thorough restyle, which arguably takes the hatch and sedan well into future generations. Sweeping head and taillights are reminiscent of the striking new Fiesta model, adding continuity to Ford's small model lineup, while the interior treatment has also taken cues from the Focus' smaller sibling.

The new Focus 'sits' 20mm lower than the previous model, which to our eyes makes an improvement in the model's appearance and stance compared to its somewhat gawky and blocky predecessor.

The maker announced powertrain details only for the North American market Focus at Detroit. The new small Ford will use a naturally aspirated 2.0-litre four-cylinder with PowerShift (dual clutch) six-speed transmission when it is made available Stateside early 2011.

Ford Australia will confirm specification and pricing for local buyers closer to release, including whether or not the Focus will be available in the high-end Titanium specification as it will be in the US. Expect deliveries late 2011.

Visit the Carsales Network again for more details on the new Ford Focus, and our coverage of the Detroit motor show.

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