New Ford Focus in Geneva
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2011 Ford Focus 5 door hatchback
2011 Ford Focus Estate (wagon)
2011 Ford Focus sedan
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2nd March, 2010
- Next-generation global Ford Focus 5-door model makes European debut at the 2010 Geneva Motor Show;
Global debut for attractive new Estate derivative
- European-developed Focus spearheads Ford’s new generation of global C cars, and will be sold in
more than 120 markets globally, including Australia
- Focus estate is the fifth of at least ten vehicles from Ford's new global C-Car portfolio. A
performance version of new Focus is promised.
- New Estate derivative will account for more than one third of total Focus sales in Europe.
Five-door share expected to reach around 60 per cent
- Stylish next-generation Focus range provides customers with class-leading new technologies and
high levels of craftsmanship
- New Focus targets outstanding fuel economy, low CO2 and further advances in acclaimed levels of
driving quality
- European and North American production starts simultaneously in late 2010 and go on sale from
early 2011. Asia, Africa and South America production to follow
The stylish next-generation Ford Focus Estate makes its global debut at the 2010 Geneva Motor Show
this week alongside the new Focus 5-door, which is appearing for the first time in Europe following
its North American debut in January.
The next-generation Focus Estate is the fifth vehicle to be revealed from Ford Motor Company's new
global C-segment platform that will underpin up to ten vehicles around the world and account for two
million units of annual production by 2012.
Revealed so far are the new Ford C-MAX and Grand C-MAX models at Frankfurt 2009, the
next-generation Focus 4-door and 5-door cars at the 2010 Detroit Motor Show, and now the Estate (wagon)
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 fifth model to be revealed, and is
significant for the European market as more than a third of our C-car customers here prefer a estate
bodystyle."
At Geneva, Ford is also filling in details of four future models to come from the platform, but is
keeping the tenth model secret for now.
"We have already said that from this global platform we will deliver both a zero-emission Focus
Electric and a C-segment Mercury model for North America," Kuzak added, "In addition, we are
confirming that the current European Ford Kuga and North American Ford Escape small SUVs will be
replaced by a single, global model plus we want to reassure performance car enthusiasts that we won't
forget them. So we are making the commitment to deliver a future performance model of the new Focus
for them, also on a global basis."
Further details of these new models will be revealed soon, with all of them coming into the Ford
global C-car line-up by the end of 2012.
Focus Estate targets major customer base
The attractive next-generation Ford Focus Estate is 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.
Overall, the C-car segment in Europe remains relatively stable and accounts for around a third of
total car sales with roughly five million C-cars sold annually. Although many premium manufacturers
have also 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
bodystyle derivatives beyond the traditional 4-door sedan, 5-door hatchback and Estate models.
By 2012, six bodystyles will cover 85 per cent of customer requirements in the segment in Europe -
the 4-door sedan, the 5-door hatch, the Estate, 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 bodystyles, with variations by region and even within a region," Kuzak said. "For example,
the preferred bodystyle in China and Russia is the 4-door sedan, while in Britain and Spain the 5-door
is most popular and we believe there is also a customer trend towards 5-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 bodystyles," Kuzak noted.
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While the Focus Estate 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.
"A key strength of the Ford Focus range in Europe has always been its Estate, and its popularity
is second only to the 5-door," said John Fleming, Ford of Europe Chairman and CEO. "These
customers want the extra space and flexibility a traditional estate 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."
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 estate's attractive kinetic design, while the tailgate has a self-closing function and neatly
incorporates a compact roof spoiler.
The Focus Estate debuts in the same vibrant Candy Red body colour which was first shown to great
acclaim on the new Focus 5-door model unveiled at the Detroit Motor Show in USA during January.
The 5-door 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 Estate additionally in other markets around the world, provided the business case and customer
demand exist," said 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 I believe is a very stylish and
distinctive car."
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