Ford planning to launch global ad campaign to tout 2012 Focus technology

Article by Christian Andrei, on February 25, 2011

Ford Motor Co.’s global advertising campaign for the 2012 Focus is focused on its technology offerings. This campaign is the first time that Ford has chosen a global approach to market one of its vehicles. In the 50 commercials customized to markets where the vehicle will be sold, the emphasis would be on 14 technology innovations of the Focus.

In a statement, Jim Farley, group vice president of global marketing, sales and service, said that one out of every four vehicles sold worldwide is from the C segment. He said that Ford is developing new ways to cut through the clutter and get consumers' attention with technology that improves their lives.

For Ford to be able to have a quick, engaging way to talk about the new features, it turned to TV spots that will run 15 seconds in North America and 20 seconds in Europe. In these commercials, Ford will boast having features such as rain-sensor wipers, parallel-parking assist, a rearview camera, Wi-Fi access, Sync and MyFord Touch technology.

Ford will also be putting the spotlight on a new four-cylinder, direct-injection engine that will be rated at up to 40 mpg highway. Ford said that many of these features are not offered on other vehicles in the compact car segment.

The campaign, which starts on March 1 in the U.S. during the "American Idol" TV show on Fox, was created by Ford's ad agency of record, WPP. The ad spots will be seen throughout Europe in the following weeks. The campaign will then proceed to Australia, New Zealand and South Africa in the second half of the year.

The next-generation Focus is considered as a hero model that was manufactured using the latest global C-segment platform from Ford Motor Company. It was developed in Europe and is expected to be sold in more than 120 markets around the world while having parts commonality ay 80%. The new platform is expected to strengthen at least 10 vehicles worldwide and will account for the two million units of its annual production by the year 2012.

Kuzak shared that the launch of the three core Ford Focus bodystyles in Paris marks another important milestone in the brand’s global C-car strategy. Production of the Focus, Kuzak added, will start in a few months at both the Michigan and Saarlouis assembly facilities. The brand has started to accomplish its vision of being able to deliver at least ten new versions using the same platform worldwide, Kuzak continued.

The brand however confirmed in Paris that the next-generation three-model Ford Focus range will not be expanded to include a Coupé-Cabriolet or even a three-door one. Kuzak explained that when the brand made the decision to use the coupe-like and sleek design for its five-door hatchback, there was not enough room to add a three-door variant in the product line.

The goal of the three-model Focus range, Kuzak continued, is to deliver a mix of dynamic and sporty look with everyday practicality. For those who prefer the same dynamic appearance but with extra space, the brand’s C-car line-up also makes the stylish C-MAX available.

With this, customers are sure to get the get the best car that will meet their needs. The brand also made a promise to include a performance Ford Focus model especially for its next-generation line-up. It will be introduced by 2012 with a preview showing how it will look by that time at Paris.

Revealed in Paris as well was Ford Focus ST model which has the Ford EcoBoost powerplant and thus delivers 250 PS. With this engine, its stunning appearance is perfectly matched to its offer of driving enjoyment.

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