Safety doesn't sell

This week Ford was forced to acknowledge softer sales than expected despite its half price total safety packs introduced with its cheaper new Focus range.

The real reasons for the Focus sales decline should be ringing alarm bells within government safety agencies and those companies scurrying to develop costly ESP (Electronic Stability Program) and curtain airbag packages for entry level models.

Buyers are showing they would rather grab the money and run. Because Ford Australia expected there would be a sales surge on its value-packed total safety deals, it stocked up big on entry-level CL and mid-range LX models fitted with Ford's benchmark safety packs.

At base CL level, Ford's latest safety pack which adds front side airbags, curtain airbags, Dynamic Stability Control (Ford's ESP), traction control and emergency brake assist (EBA) is currently on offer for just $800, half its normal retail of $1600. 

Even at $1600, such a long list of safety features is something of a bargain when even a year ago they would have added at least $2500 to a new model.

After copping harsh criticism from safety-conscious buyers and the media, Ford acted quickly to bring all Focus models up to minimum safety standards by fitting ABS on all levels while slashing the entry retail price from $20,990 to $19,990.

Under Ford's current safety offer, this means a Focus buyer can take home the latest CL model with ABS plus front side airbags, curtain airbags, stability control, traction control and EBA for less than what buyers were paying in June for the same car without ABS and this long list of extra safety features!

Because Ford's new safety-first strategy has generated a glut of unsold new model Focus CL and LX models with these extra safety features while buyers wait for the next shipment of Focus models without safety packs to save $650-800, the conclusion is inescapable.

Ford's Focus sales figures for August would have looked much healthier if the company had taken the more cynical approach of some rivals and filled its holding yards with Focus stock stripped of the safety packs.

Ford's special safety deals listed below end on September 30.

Standard LX: $23,990 Dual airbags, ABS with EBD, Front Side Airbags 
LX Safety Pack: Curtain Airbags, Dynamic Stability Control, Traction Control and Emergency Brake Assist
Option Price (until Sept 30) $650 (from Oct 1) $1300 

Standard TDCi: $27,990 Dual airbags, ABS with EBD, Front Side Airbags 
TDCi Safety Pack: Curtain Airbags, Dynamic Stability Control, Traction Control and Emergency Brake Assist
Option Price (until Sept 30) $650 (from Oct 1) $1300 

Standard Zetec: $26,490 Dual airbags, ABS with EBD, Front Side Airbags, Dynamic Stability Control, Traction Control and Emergency Brake Assist 
Zetec Safety Pack: Curtain Airbags
Option Price (until Sept 30) $200 (from Oct 1) $400  

Standard Ghia: $29,490 Dual airbags, ABS with EBD, Front Side Airbags, Dynamic Stability Control, Traction Control and Emergency Brake Assist. 
Ghia Safety Pack: Curtain Airbags
Option Price (until Sept 30) $200  (from Oct 1) $400  

To comment on this article click here