New Ford Focus arrives from $23,390

Ford Australia has this week launched it heavily revised LZ-series Focus range priced from $23,390 (plus on-road costs) – $1100 more than the outgoing model.

The new Focus arrives as standard with a six-speed manual transmission and is offered optionally with a six-speed automatic for $1000, making it one of the cheapest automatic upgrades of any of the Focus' rivals.

However, the car's high starting price could dissuade buyers, who are already favouring other vehicles in the category as much as five to one.

Focus sales are down 54 per cent on the same time last year, with Ford selling only 4595 examples of the current Focus to the end of July this year – well down on the strong selling Toyota Corolla (25,323), Mazda3 (23,252) and Hyundai i30 (18,551).

The latest Focus – which now begins in Trend guise following the deletion of the budget-trimmed Ambienete – will now cost $3600 more than the entry-spec Corolla, $2400 more than the base-grade i30 and $2900 more than the basic Mazda3. It's also $900 dearer than a base model Golf.

But Ford Australia insists the new model will do better. Speaking at the local launch of the new Focus this week, Ford Australia president and CEO Graeme Whickman told motoring.com.au that supply had hampered sales of the previous Focus.

"We had 400 [previous-generation] Focuses left in the country last month -- we've been on run-out for a little while," Whickman explained. "But it's been pretty barren this year because we just don't have the vehicles to sell."

Whickman says the new model should fare better, asking that customers give the 'richer' model mix a go.

"My expectations are that we should do OK with Focus – we've done pretty well with Focus in the past," he stated. "There's no reason why we shouldn't [sell more], as long as customers give us a chance, get involved with the vehicle, and we'll see how we go."

The three-grade Focus line-up shares its underpinnings with the outgoing MkII LW-series variant, but is fitted exclusively with a new turbocharged petrol engine, revised suspension and new looks both inside and out.

Whickman said the deletion of the base-grade Ambiente would be key to positioning the new Focus at what he calls the heart of the market, saying most buyers are shopping the low $20,000 end of the small car market.

"I'd be careful on my sales speculation, but one of the reasons we're [deleting the Ambiente variant] is that we're looking at the complexity of our showroom," he explained.

"You'll see that the number of derivatives of Focus prior to this one here was somewhere around 12 to 15, now we're going to be between seven and 10.

"And it's not just the Ambiente," he continued. "We've decided not to sell the diesel any more, and a few sedans as well. We're trying to get a less-complex line-up, and you would have seen that with Falcon – and you'll likely see that on some other vehicles in our showroom [too]."

Whickman suggested the entire Ford portfolio could be trimmed as the arrival of new models like the Mustang and Everest join Ford's already extensive passenger, commercial and SUV range.

"We're looking at how Ranger is going at the moment," Whickman said. "But even on Ranger we might look at the level of complexity because you've got to manage that, and our showroom is growing. In growth mode, through a set of dealers, you have to be a little bit mindful about what you're giving them [to work with].

"We could add as many models as we want, but it's still got to be sold through one place – and through a set of trained professionals – and there's only so much any individual can take in to their head."

When it comes to budget and fleet buyers, Whickman said the market was changing, with buyers opting for models with a higher level of standard equipment.

"In terms of the Ambiente, we were selling anywhere between six and 11 per cent of the Focus model mix, so it wasn't a super significant [model]," Whickman clarified. "So we're taking a calculated view on reducing complexity."

"At the same time, if you look at the Trend, and the recent trend of what we're offering now in terms of pricing and the specification, I think you'll find it'll be quite a value offering in that space.

"If you look at the market, that $20 to $25K range is where the large portion of the C-segment market is, and that's where the heart of the market is, and that should be your first port of call," he proffered.

"It's fair to say there was a high portion of fleet sales in there, and we'll be talking to the fleets. We are trying harder to sell a retail mix, but that doesn't mean we're abandoning our fleet [customers], we're just trying to richen our mix at the same time."

The new Ford Focus is powered by a 1.5-litre EcoBoost turbocharged and direct-injected four-cylinder petrol engine. The unit prefers premium unleaded to achieve 132kW at 6000rpm and 240Nm from 1600-5000rpm.

Although offering 7kW and 38Nm than the normally aspirated 2.0-litre Duratec mill it replaces, the smaller displacement engine is considerably more efficient, using 5.8L/100km on the ADR Combined cycle, a 0.8L improvement over the outgoing model.

All Focus variants are now equipped with idle-stop technology, alloy wheels, a reversing camera and rear parking sensors, Ford's SYNC 2 infotainment system with 8.0-inch touchscreen and sat-nav, and MyKey parental control technology.

Flagship Titanium variants add front parking sensors, autonomous emergency braking (AEB), blind-spot monitoring and rear cross-traffic alert, as well as 18-inch alloy wheels (with space saver spare) and leather-appointed seats.

Beneath the new-look exterior there's revised suspension (stiffer up front and with new dampers all-round), upgraded stability control and re-tuned electrically-assisted steering.

The steering wheel itself is new, as is the centre stack and console. It's a cleaner look, and one that echoes that of the larger Mondeo.

Trend variants arrive with 16-inch alloys (with steel spare), candescent DRLs, fog lights, rear parking sensors, cruise control and cloth seats. It also scores the aforementioned SYNC 2 infotainment array, a rear-view camera, six airbags and the usual host of electronic driver aids.

The Trend is further available with a Convenience Pack for $300. The pack comprises auto lights and wipers, a self-dimming rear-view mirror and follow-me-home lighting.

For the mid-grade hatch-only Sport (from $26,490 plus ORCs, Trend and Titanium variants are available in hatch and sedan body-styles) we find 17-inch alloys (with a space saver spare), sport-tuned suspension, LED DRLs and tail-lights, follow-me-home and puddle lighting, and power folding mirrors. The model is distinguished by a chrome trim detail on the belt line, front, side and rear skirts, and a rear spoiler.

Inside the Sport adds dual-zone climate-control, a leather-bound gearshift knob and steering wheel, electrochromatic mirror and push-button start. It also has rain-sensing wipers and dusk-sensing headlights and a Sony nine-speaker audio system with DAB+ digital radio.

Finally, high-grade Titanium models add the extras we listed earlier from $32,690 (plus ORCs) in both hatch and sedan format.

All models are available with a choice of seven exterior colours, with all except white attracting a $450 surcharge.

The Thai-built LZ-series Focus scores a five-star ANCAP safety rating and is offered with a three-year/100,000km warranty. Roadside assistance is included for 12 months, and service are set annually or at 15,000km (whichever comes first).