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Ford Rallies For New Focus

Detroit maker betting big on its latest small car.

by on Nov.18, 2010

Ford aims to win over young first-time buyers with the 2011 Focus.

Ford Motor Co. is betting big on small cars.  It began the 2011 model-year early with the launch of the little Fiesta model and now comes the next-generation Ford Focus, the compact car the Detroit maker came to the L.A. Auto Show to formally unveil.

Detroit makers have traditionally shunned compact offerings, usually viewing them as low-profit nuisances, more than anything else.  But Focus is a critical piece in Ford’s evolving global product strategy, the newest version sharing 80% of its components with the Focus sold in Europe.

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That not only improves the business case but has allowed Ford to load up the new 2011 Focus with an array of standard features, such as its Sync voice-controlled infotainment system, noted Ford’s President of the Americas Mark Fields, normally not offered on what is usually positioned as an entry-level econobox.