Geneva Preview: 2012 Ford Focus Wagon

Article by Christian Andrei, on February 28, 2010

Ford unveiled today the brand new 2012 Focus Wagon, a new car set to make its official debut at the Geneva Motor Show. The new vehicle is very important for the European market as the manufacturer confirmed the fact that about one-third of all Focus customers select this body style while in other markets such as Italy and Germany, the Focus Wagon represents more than 50 percent of all Focus vehicles sold.

The new model adapts the same kinetic themes seen on the four- and five-door models, which were unveiled back in January at the Detroit Auto Show.

Ford also confirmed the fact that the new platform used by the new wagon will be used to underpin at least 10 vehicles that will be sold worldwide and will account for 2 million units of production annually by 2012.

The Focus Wagon is the fifth revealed vehicle developed on Ford's new global C-segment platform. The other four vehicles are the Focus C-Max and Grand C-Max compact minivans and the next-generation four- and five-door Focus.

The next vehicle to debut on the same platform is the next-generation Ford Kuga crossover or Escape, the name is not for sure because the manufacturer has not revealed yet if the Kuga name will be used in the United States or whether it will be called the Ford Escape.

The Ford Focus wagon continues to be a key player in the European market considering that a third of Focus customers prefer this model. In the German and Italian market alone, more than 50% of Ford Focus sales have been for this particular version.

Aside from its confident appearance, the design makes a strong statement as it offers the perfect balance between having a practical function and a dynamic appearance. Its roof rails for instance, have been fully integrated and improve on the kinetic design of the wagon.

The tailgate meanwhile efficiently integrates a compact roof spoiler and even has a self-closing function. Generally, the C-car segment of the European market continues to be stable as an estimated five cars are sold in this class, which is about one-third of all the total car sales.

While a number of premium automakers have joined this class over the years, it continues to be one of the most competitive. Over the last ten years though, there has been a breakup in this segment as new bodystyles are being developed that go beyond the standard five-door hatchback, four-door sedan, and even wagon models.

By 2012, it is expected that six bodystyles will cover an estimated 85% of customer requirements for the European c-car segment. These are the small SUV, wagon, five-passenger MAV, seven-passenger MAV, five-door hatch, and the four-door sedan.

Press Release


Geneva, March 2, 2010 – 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.

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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