Geneva Motor Show: 2012 Ford Focus Wagon

Article by Christian Andrei, on March 1, 2010

Ford is set to introduce its next-generation global Ford Focus 5-door model in Europe, including the new wagon variant of the car, at the Geneva Motor Show. Production of the vehicle in Europe and North America for the new Focus range will begin at the same time in late 2010. The first units are expected to go on sale in the first months of 2011.

Meanwhile, Ford is also set to start production in Asia, Africa and South America. John Fleming, Ford of Europe Chairman and CEO, said that the Ford Focus range's strength in Europe has always been its wagon, which comes in second only to the five-door.

With the wagon, customers can have extra space and flexibility but they also get the technology, great driving dynamics, and superb styling. Moreover, Ford said that it will develop a Focus global performance vehicle, most likely with the RS designation, which will be equipped with a version of the 4-cylindered EcoBoost engine family.

Derrick Kuzak, Ford's group vice president of Product development, said that the company aims to reassure enthusiasts of Focus performance models that there's a plan in store for them too. He added that Ford is committed to deliver an "exciting performance model" of the new Focus on a global basis and using a version of its advanced new Ford EcoBoost petrol direct-injection turbo engine.

Very few details are currently available but he asserted that Ford realizes the importance of this model on the Focus line-up, especially for customers in Europe.

Ford disclosed that the Focus wagon was created with the intention of showing the different technologies, fuel efficient powertrains, high level of craftsmanship, and great driving quality that are to be expected in its new C-cars.

Though the Focus wagon will only be launched in Europe, it will debut in the same Candy Red body color of the five-door Focus that was shown during the North American International Motor Show held in Detroit last January.

For the Geneva launch, the Focus comes finished in modern Hot Mustard, which is a new shade and is described to be a rather dark metallic yellow. Ford Product Development VP Derrick Kuzak shared that as the C-segment was developed, the company realized that customers had clear preferences for the six body styles and this not only varied by region but within a region as well.

China and Russia for instance prefer the four-door while Spain and Britain want the five-door version, and in all likelihood, the five-door is also what North American customers want as well, Kuzak noted. The main strategy of the segment then was to concentrate its efforts on meeting the expectations of different buyers around the world, Kuzak concludes.

Press Release

Global Next-Generation Ford Focus Range Grows With Elegant Wagon Debut At Geneva

The stylish next-generation Ford Focus wagon makes its global debut at the 2010 Geneva Motor Show alongside the sporty Focus 5-door, appearing for the first time in Europe.

The next-generation Focus wagon is the fifth vehicle to be revealed from Ford Motor Company's new global C-segment platform that will underpin at least 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 North American International Auto Show, and now the 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 wagon is the next model to be revealed, and is particularly significant for the European market as more than a third of our C-car customers here prefer a wagon bodystyle."

At Geneva, Ford is also confirming that a global performance vehicle will be developed as part of the next-generation Focus range, and that it will be powered by a version of the
4-cylinder Ford EcoBoost engine family.

"We want to reassure enthusiasts of Focus performance models that we have a plan for them as well," Kuzak added. "Our commitment is to deliver an exciting performance model of the new Focus on a global basis and using a version of our advanced new Ford EcoBoost petrol direct-injection turbo engine. We're not ready to reveal more details yet, but we recognise how important this model will be in the Focus line-up, particularly for customers in Europe."

Further details of the entire portfolio of new models based on Ford's global C-car platform will be revealed soon, with all of them coming into the company's line-up around the world by the end of 2012.

Focus Wagon Targets Major Customer Base

The attractive next-generation Ford Focus wagon 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 wagon derivative represents more than half of all Ford Focus cars sold.

"A key strength of the Ford Focus range in Europe has always been its wagon, and its popularity is second only to the five-door," said John Fleming, Ford of Europe Chairman and CEO. "These customers want the extra space and flexibility a traditional wagon provides, yet they still expect all of the technology, great driving dynamics, and superb styling. We believe the new Focus wagon will more than satisfy their requirements in every way."

With its rakish appearance, the new Focus wagon also makes a design statement and provides the ideal balance of dynamic looks and functional practicality. Full-length integrated roof rails enhance the wagon's attractive kinetic design, while the tailgate has a self-closing function and neatly incorporates a compact roof spoiler.

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 four-door sedan, five-door hatchback and wagon models.

By 2012, six bodystyles will cover 85 per cent of customer requirements in the segment in Europe - the four-door sedan, the five-door hatch, the wagon, 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 four-door sedan, while in Britain and Spain the five-door is most popular and we believe there is also a customer trend towards five-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.

While the Focus wagon 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.

The Focus wagon debuts in the same vibrant Candy Red body colour which was first shown to great acclaim on the new Focus five-door model unveiled at the North American International Motor Show in Detroit in January.

The five-door Focus model 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 wagon additionally in other markets around the world, provided the business case and customer demand exist," said John 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 we believe is a very stylish and distinctive car."

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