The new 2008 Ford Focus, introduced at the 2007 North American International Auto Show (NAIAS), is redesigned inside and out and offers new high-tech features designed to set the car apart from its competitors in the growing small-car segment of the industry.
Seems that Ford Motor Company is thinking big when it comes to smaller cars.
"The new Focus sedan -- and for the first time, a Focus coupe -- are part of our plan to dramatically grow
Ford's small car offerings," said Mark Fields, Ford president, The Americas. "It is substantially upgraded, and it's the start of several new small cars coming from Ford in the next several years."
Fields says the company's product-led turnaround plan relies on the success of vehicles like the all-new Focus.
The
2008 Focus will also be the first in its segment to offer factory-installed ambient lighting.
"People buy small cars in the U.S. today more than any other type of segment and vehicle," he said. "And with gas prices on consumers' minds and lifestyles changing, we expect this growth to continue going forward."
According to John Zaremba, Focus marketing manager, the company plans to target the youth market.
"When you talk about the role of Focus within the Ford division lineup, our job is to get entry-level customers, retain them and have them grow within the entire portfolio," he said, adding that the vehicle's appeal over the years has largely been that it is affordable and fun to drive.
The company plans to woo younger customers away from competing vehicles by offering the car with "must-have" technology at an affordable price.
SYNC, a new Ford-exclusive technology developed through a partnership with
Microsoft, will be a featured option on the 2008 Focus, and it is a segment first. It's a fully integrated, voice-activated in-car communications and entertainment system for mobile phones and digital music players.
Important 2008 Ford Focus Features
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Sync: Your new communications center
So let's talk about what techie means for '08. You already know that Focus driving dynamics and styling have gotten plenty of shout outs from the press and drivers alike through the years. But at the heart of the newly redesigned '08 Focus is a little piece of technology simply called: Sync. In a nutshell, Sync allows you to, well sync up, with the people and music in your life-right from the comfort of the front seat. So get ready to welcome your cell phone (plus Bluetooth devices), iPod, and all your other beloved electronic gadgets to your new mobile crib.
More features for 2008
What else makes the new Focus the right vehicle for the new year and the brand new you? Well, how about the completely redesigned exterior and interior, improved driving dynamics and suspension, a roomy cabin, and all the safety and security you'd expect from the Ford brand. Oh, and one more thing: Focus is still the affordable little buddy it's been from the get-go.
So whatever the reason for deciding 2008 is the year to rock or even re-kindle your relationship with Focus, rest assured, you're in for some serious F-U-N.
Small and stylish: Focus gets the balance right
Small is all rage. Why's that? Affordability, of course. But equally as important, small cars have style that stands out. So, it's lucky for you, too, that the "08 Focus team of engineers and designers were also being "small-minded." Here's a run-down of what you can expect in terms of body styles and packages when Focus finally makes its grand entrance later this year.
Smooth rider: Focus performance and handling still has it going on
Some time has passed since the first Focus rolled out of the factory and onto the road. (10 years to be exact.) But since then, this car has been doing it's part in the performance and handling department. Here's the full story on why Focus has so much to brag about.
All about the mobility: Sync puts your lifestyle on the road
It's all in a name. So when that name conjures up never-before seen levels of connection, control, simplicity and personalization for your electronic devices, well, sometimes the only word for it is: Sync. In the '08 Focus, enjoy a fully-integrated, voice-activated in-car communications and entertainment system dynamo that's all about delivering the mobile lifestyle you've become accustomed to.
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2008 Ford Focus
"The capabilities that this device will have will really be able to provide us with a competitive advantage," said Zaremba. "It speaks to those youth customers who are in tune -- people who want to have the music and cell-phone capability within their vehicle. The flexibility that this technology will have will really appeal to all demographics, and it will be competitively priced."
"In the past, SYNC is the kind of feature that probably would have been introduced or saved for luxury vehicles," said Fields. "But we're going to roll it out quickly and affordably in 12 new vehicles, including the Focus, because the market potential is absolutely enormous."
The 2008 Focus will also be the first in its segment to offer factory-installed ambient lighting.
"The ambient light is a really cool new feature," said Lon Zaback, Focus chief designer. "It has lights in the cupholders and the foot wells, and it allows you to change between seven different colors. So, it does allow you to have that personalization and change the mood within the vehicle."
According to Mahendra Dassanayake, staff technical specialist, Product Development Center, different colors create different effects.
"Let's say you're driving a long distance. You can switch to a light blue color," he said. "There is scientific evidence that shows that blue light will help you feel more awake and less sleepy."
Dassanayake says ambient lighting also provides a greater feeling of safety.
"Lack of light tends to be eerie, especially in the pitch dark countryside," he said. "With this feature, you can add light to the cabin and feel more secure."
Both the Focus sedan and coupe have been receiving a lot of attention at NAIAS -- and not just from the media who are in Detroit previewing the show this week before it opens to the public on Saturday.
"We're really garnering a lot of interest from our competitors," said Tammera Hallums, product launch manager. "In fact, so many people from other companies were getting inside the vehicle and measuring various things that we had to lock the car."
William Agnew, an editor for the Santa Fe New Mexican, an independent daily newspaper in New Mexico, is impressed by Focus' new appearance.
"The low end of the market is where products build their following over the years, and I think this Focus is a big upgrade," he said. "I think the fact that you have a two-door coupe is a big deal because I think a lot of young people don't like to be seen in a four-door, even though it might be a more realistic car. The coupe has that special sporty look. And the front end is nice. The grille has got a lot of style. I don't know how it drives yet, but I think it'll be a good car."
Erick Haw, a writer for the magazine Projekto Motor in Mexico, prefers the European Focus to its American counterpart because he feels it's more spacious. But he believes the advanced features offered in the U.S. version will attract the attention of younger customers.
"I think SYNC is a very good idea, and I think it's a very good idea to offer it first in this type of car because more people can buy the Focus, and it will really appeal to the newer generation -- people who were born 'online.' They can have all these new electronic devices, all these communications devices, and they're very familiar with all of that."
Early positive feedback is music to Zaremba's ears. He says it's not enough for Ford to merely "compete" in the small car market. The company is playing to win.
"We want to be the leader," he said. "For the company's turnaround plan -- with the way that the market is shifting with the economic conditions that we have -- it's vitally important that this vehicle come out of the gate strong and sustain some very strong market shares for Ford."