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4th Gen Focus goes Upmarket, will get "Active" Variant


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http://www.thetruthaboutcars.com/2017/10/fourth-generation-ford-focus-goes-upmarket-spawns-active-variant-course/

 

More often, automakers tout their new product as a move upmarket. So it is with Ford Motor Company’s fourth-generation Focus, according to Jim Farley, formerly of Ford of Europe and current head of Ford global markets. “It goes upmarket in exactly the same way as the new Fiesta,” Farley says.

 

....like the new Fiesta, the 2019 Ford Focus will spawn an Active variant. Subaru Crosstrek here we come?

 

 

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Well, current sales woes for the Focus and Fiesta alike can largely be traced to the hideous DCT gearbox. With that transmission being in the majority of the cars, the whole run was hamstrung.

 

Not just that but also stale styling and a cramped interior compared to newer vehicles like Civic.

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Compare the current Civic to the previous generation. It's larger (particularly in the back seat), has a much higher quality interior, and a quieter ride. It's also more expensive.

 

If the Civic is too expensive for you, the dealer will show you the Fit.

 

I can see something similar happening to the next-generation Focus.

Edited by grbeck
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In Europe. Doesn't mean that will happen in North America.

It is, was talked about on the Investor Conference. They will leverage the strength and focus on Premium and hatchback model. Investor call was had to say if NA for sure will see the Active variant, but with AWD it would make a good Subaru competitor in Colorado, PNW, Canada, East Coast and Upper Great lakes.

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It is, was talked about on the Investor Conference. They will leverage the strength and focus on Premium and hatchback model. Investor call was had to say if NA for sure will see the Active variant, but with AWD it would make a good Subaru competitor in Colorado, PNW, Canada, East Coast and Upper Great lakes.

 

Reading inbetween the lines on this...its been stated already with the Focus moving to China, that higher end models (ST/RS) would be coming from the EU, not China. Given the fact that the Active would be an extra 2-3K over a standard Focus, importing them from the EU is more practical/profitable.

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I think "we want to sell you more expensive options" is more accurate...

 

nono.gifnono.gif

Mr. Hatchett said they're slashing(doing away with) options and even packages...

 

...either that or Ford is going back to "Any color you want as long as it's black"

default_facepalm2.gif

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nono.gifnono.gif

Mr. Hatchett said they're slashing(doing away with) options and even packages...

 

...either that or Ford is going back to "Any color you want as long as it's black"

default_facepalm2.gif

 

Simplifying the ordering and reducing options does not mean they won't include expensive options in the remaining packages.

 

A Fusion platinum is still going to be fully loaded.

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I think he meant standalone options, not the options themselves.

That's the impression I get. You will just need to take more options and pay a higher base price. Long term, it would seem to be harder to undercut the competition if they offer more standalone options.

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I think "we want to sell you more expensive options" is more accurate...

Maybe true, but I think people shopping in this segment don't want more expensive. They want good solid transportation. Maybe I'm wrong, but I certainly am not going to pay over $25K for a Focus.

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Maybe true, but I think people shopping in this segment don't want more expensive. They want good solid transportation. Maybe I'm wrong, but I certainly am not going to pay over $25K for a Focus.

 

But there will still be pricing tiers through the trim levels. There will still be the lower cost versions, but if you want feature X that's only on the next trim up, you either bump up, or forgo that option.

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Not just that but also stale styling and a cramped interior compared to newer vehicles like Civic.

Honda's styling in recent years just confuses me. The front and rear of the Civic is laughably busy, but it's obviously selling very well. I can't drive for 5 minutes around here without seeing one.

 

The Focus needed a more dramatic MCE and an "auto" that wasn't junk. I hope the lessons are learned for the upcoming model.

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Maybe true, but I think people shopping in this segment don't want more expensive. They want good solid transportation. Maybe I'm wrong, but I certainly am not going to pay over $25K for a Focus.

You can’t make any profit selling cheap vehicles so why bother?

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Maybe true, but I think people shopping in this segment don't want more expensive. They want good solid transportation. Maybe I'm wrong, but I certainly am not going to pay over $25K for a Focus.

Focus cuts a lot of buyer demographics but the base model is only about 10-15% of sales,

maybe because it's too basic in comparison to the Asian competition?

 

SE is by far the most popular trim being just over 60% of sales with ST, Titanium adding another 10% or so for each

I think that bodes well for a reorganization of SE as the entry level product with good pricing, a Sports model above it

then ST and Titanium above that...pretty much how global Focus is now presented.

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