Synopsis
Ford is working to change its marketing strategy for developing compact cars. The Focus is Ford’s most popular economy car, and for years has been a low cost, reliable car. Ford is now beginning a new stage of the Focus by now offering the car with numerous additional features, resulting in a luxury car feel with the same Ford logo. With the rise in gas prices, and the current economy climate, Ford foresees a push from larger vehicles to smaller cars. This change in consumer preference stems from the superior gas mileage and reduced ecological footprint that compact cars provide.
Currently, Ford markets the Ford Focus to the United States and the European market. The cars that they make for each market are different based on consumer preference. The current Ford Focus selling in the United States is more economically friendly, with the base model having a very affordable starting price. In comparison, the current Ford Focus found in the European market has additional features not found in its counterpart, but at a higher price. The 2012 Focus will have the ability to satisfy many different classes of people from its base model, the S, to the top of the line luxury found in the new the Focus Titanium trim package. By manufacturing the Focus for both the U.S. and the European market in Wayne, Michigan, Ford will save a plethora on development costs.
A $28,090 price tag for a fully loaded 2012 Ford Focus sedan may discourage some consumers. However, one must consider that top of the line amenities that are included: voice-activated music, navigation systems, push-to-start button, a rear-view camera and an eight-inch touch-screen that controls basic functions. In addition, the Ford Titanium also includes a feature that allows the car to parallel park itself. Ford claims that buyers are primarily focused on elements like a car’s gas mileage and the