Ford says "small" car sales in the United States will total approximately 2.8 million units in 2007. This equates to small cars accounting for about one in five U.S. retail sales. Ford also notes that 35 percent of first-time new car buyers will purchase a small car. For first-time buyers under 30-years old that percentage increases to 44. Ford wants the 2008 Focus to demonstrate that the company is serious about gaining small-car market share in the U.S.
 For 2008, the redesigned Ford Focus will be offered in just two bodystyles: 2-door coupe and 4-door sedan. |
Ford also thinks its new Sync system, which integrates a consumer's cell phone and digital media player into the vehicle's audio system, will play an important role in the car's appeal to younger buyers. According to Ford, new technologies like Sync often see larger early-adoption rates with younger buyers, so it's hoping that the decision to offer Sync on the 2008 Focus will help put Ford on these young consumers' shopping lists.
A New Focus for North America
Ford introduced the Focus to the North American market during 1999 as an early 2000 model. At first, the European Focus and the North American Focus were virtually identical. The original design was freshened only for North America as a 2005 model.
The 2008 Focus sold in North America is based on the original car's chassis. Ford says the body is "virtually" all new. The 2008 Focus is offered in three trim levels: Base S, mid-level SE, and top-line SES. The only body styles are a 2-door coupe and a 4-door sedan. The previously available 2- and 4-door hatchbacks and 4-door wagon are no longer offered. Other changes include a stiffened chassis, retuned suspension, and an electronic throttle for the engine. Ford says that at the Focus' next freshening, the North American and European models will once again be the same car.
For 2008, Focus' exterior styling looks nothing like the previous generation's. The front end has a variation of Ford's trademark chrome horizontal-bar grille, similar to the look introduced by the Fusion. The body looks very tall from the rear, with a high trunk and expanses of sheetmetal above the rear wheels. The coupe's styling closely follows that of the sedan, unlike the 2-door variants of competitors such as the Honda Civic and Chevrolet Cobalt.
 Focus is powered by a 140-horsepower 2.0-liter 4-cylinder engine. A 5-speed manual transmission is standard, and a 4-speed automatic is optional. |
Second Home on Wheels
Inside, the goal was for the interior to be a pleasant place to spend time and impart a "second home on wheels" feel. Ford says the dashboard's design was inspired by home audio equipment, and that the driver-selectable colors on the available ambient interior lighting system add a degree of personalization.
Another mantra was "quietness equals quality." Engineers spent about 1000 hours in the wind tunnel tweaking the body's design, and added an acoustic windshield and thicker glass in the front doors to better control wind noise. During preview drives, the 2008 Focus sedan's interior was noticeably quieter than the 2007 Focus sedan and 2007 Toyota Corolla sedan chosen by Ford for comparison.
From the driver's seat, the interior is comfortable, with a high seating position and plenty of headroom for six-footers as long as they avoid the available sunroof. The dash is dominated by trim painted "Obsidian," a warm silvery color. Controls are easy to use, operate smoothly, and are generally well placed. The optional leather interiors in the preproduction SES sedans offered for the preview drives looked well put together and most materials were class and price appropriate. The automatic day/night rear view mirror was a pleasant surprise for this class, but some details like the plastic-covered visors and fuzzy headliner were disappointing.
Ford Sync
According to Ford, Sync is a fully integrated, voice-activated in-car communications and entertainment system for mobile phones and media players. Sync will be available in 12 Ford, Lincoln, and Mercury products for 2008, and will be offered in nearly all of the company's products within two years.
 The dash is dominated by trim painted "Obsidian," a warm silvery color. Controls are easy to use, operate smoothly, and are generally well placed. |
In addition, Sync allows users to access most digital media players--or even digital music files saved on an USB storage device--though a USB port mounted on the dashboard. Selections can be controlled through voice commands or dashboard and steering wheel-mounted buttons and a dash top display screen. Specific voice commands such as "play artist Toby Keith" are required to operate the system.
Ford has exclusive North American rights to the Microsoft platform that Sync operates on until November 2008. After that, other automakers will be able to offer something similar using a version of the Microsoft technology. The system is upgradeable so it will work with devices not yet on the market, though details are still sketchy on how software upgrades will be made to individual vehicles.
Sync is standard on Focus SES, and optional on Focus SE. When optional, Sync costs $395. But on Focus SE, Sync is only available in combination with the optional $415 Driver's Group, so the effective price is $810.
In demonstrations conducted by Ford personnel familiar with the system, Sync works as advertised. But some new users quickly found themselves on a learning curve. Factors for the system to work properly include using the correct key words, and speaking at the correct time according to a visual prompt on the dashboard. The learning curve may be one of the biggest hurdles for Sync to clear, because new users who are not completely familiar with how the system works can find it frustrating. That could be a problem on quick test drives.
Equipment and Features
Focus is powered by a 140-horsepower 2.0-liter 4-cylinder engine. A 5-speed manual transmission is standard, and a 4-speed automatic is optional. Ford expects improved fuel economy because of revised the gear ratios in both transmissions. While no hot rod, Focus has adequate acceleration for a compact sedan. The automatic shifts smoothly, and promptly downshifts for extra power. Consumer Guide has not yet driven a Focus equipped with the manual transmission.
Standard equipment on all models includes front side airbags, curtain side airbags, air conditioning, tilt steering wheel, cloth upholstery, split-folding rear seat, AM/FM/CD/MP3 player with a digital media connection, tachometer, rear defogger, and intermittent wipers
SE models add power mirrors, windows, and locks, keyless entry, floor mats, and alloy wheels. SES models get Sync, leather-wrapped steering wheel with radio controls, cruise control, automatic day/night rearview mirror, fog lights, sport suspension, and 16-inch tires.
Two option packages are offered for the mid-level SE model. The Deluxe package adds heated power mirrors, unique interior and exterior trim, fog lights, chrome exhaust tip, sport suspension, and 16-inch tires. The Driver's Group includes a leather-wrapped steering wheel with radio controls, cruise control, and automatic day/night rearview mirror. The Driver's Group requires also ordering Sync. Consumer Guide was told during the press preview that the SE Deluxe with the Driver's group and Sync is essentially the same car as the base SES, except for some trim details and the wheel design. Buyers should note that the base price of an SES is less than the cost of an SE equipped with these options.
 The 2008 Ford Focus starts a little above $14,000. |
A Focus S 2-door coupe starts at $14,075, the SE coupe at $15,075, and the SES coupe at $16,075. In each trim level, the 4-door sedan is priced $300 higher than the coupe. The 2008 Ford Focus goes on sale this fall.