2008 Ford Focus
A desirable
package
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SPECS
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Seattle. The all-new 2008 Ford Focus was recently introduced (September 17) in North America after its premier launch in Frankfurt the week before. Along with Microsoft's Sync hands-free, voice-activated command and control system, the all-new 2008 Ford Focus makes for a nice package.
An industry first, Microsoft's Sync system hosts almost all media players (iPod, MP3's, Zune), and USB storage devices, allowing drivers to access their favorite songs, artists and genres, all through voice command.
Ford hosted the media in Seattle, the home of Microsoft, Starbucks and Mt. St. Helens to show off the Focus' redesigned interior and exterior. Included in the Focus/Sync introduction was a trip to the Microsoft campus and a peak into the relationship between Ford and Microsoft's new Sync system for Ford cars.
Tom Gibbons, Corporate Vice President, Specialized Devices, Applications, Entertainment and Devices Division for Microsoft spoke to the media about how the partnership came to be. Most people may not be aware that Microsoft has an "auto" division, meaning a group within the organization that works at designing and delivering a rich integrated communication, entertainment, navigation and information system faster, easier and at a lower cost.
With over 1 billion users a month, Microsoft has a lot riding on getting the in-car system just right. The agreement with Ford Motor Company will run through November 2008 to provide the Sync system exclusively for Ford cars.
This is the first time Ford is launching technology the same way they would launch a vehicle. They of course, are primarily speaking to the "technophiles," as well as a broader audience who want "easy." Web sites such as MySpace, Facebook, along with gaming sites and various blogs all use these mediums to reach out to their audience. College students want their ride (as well as other purchases) to be personalized and customized. "Making it mine" is the mantra for the thirty and younger crowd. With 6.8 percent share of the 17 percent of the small car market, Ford has a lot riding on the new Focus.
Sync is made up of three devices: Control module, steering wheel controls and voice recognition. The system supports North American English, French and Spanish languages, and is standard on the top-of-the-line Focus SES model. It holds 2.5 megabites of memory which translates into about 40,000-50,000 songs. Can you imagine? Optional on the SE trim level, Sync is not available on the base S model. It will also be available on all Lincoln models and high-end Mercury cars. Available in 12 Ford vehicles in 2008, Sync will be offered in the remaining vehicles in 2009.
A much improved product for 2008, Ford Focus was produced with the younger driver in mind; those who don't venture very far without their "tunes." A fixture in the industry's largest and most important segment (small cars), Focus is aimed at the Echo Boomers, or first time car buyers. Thirty-five percent make a small car purchase; forty-four percent are under thirty years of age.
No longer an "entry" point, the small car purchase is now appealing to all drivers, particularly in the light of rising fuel prices. Consumers may be staying in a small car, or moving down into a small car from an SUV.
The 2008 Focus has a lot of new features such as available color-configurable interior ambient lighting system (a first), an all-new exterior design, new coupe, new "top of dash" display, redesigned and retuned suspension and new and improved seating. The 2008 Focus is 30 pounds lighter than its predecessor, 10 percent quieter, and gets a 3 percent improvement in horsepower.
The ambient lighting feature is unique and enables drivers to create their own mood, whether it is red, ice blue, green, etc. As manufacturers strive to personalize their cars and make them stand out, we'll see more of these types of features. Why, it won't be long before automobiles will drive themselves.
Another nice feature is the tire sealant inflation kit. Because there is no spare in the Focus, Ford has equipped drivers with a sealant kit that will pump air into the affected tire which will allow the driver to continue on rather than having to wait for a service truck to repair/change the tire.
Ford engineers spent many hours inside the wind tunnel (over 1,000 hours) working on perfecting NVH in the new Focus. The windshield is acoustic glass, helping to cut out road noise. This is noticeable when driving the Focus at higher speeds, particularly when compared with "Foci" of the past, of which this writer is familiar.
Driving the new Focus is night and day from the previous version. While we enjoyed the Focus and thought it one of the better handling small cars, the 2008 is worlds better. We tested the 2008 Focus on several types of roads, including rough roads, and it performed well on most surfaces. Much quieter than its predecessor, Focus for '08 sports an attractive dash and IP, flexibility and plenty of storage. Offering standard side-curtain air bags and fuel economy in the mid-30s, Focus strives to be competitive.
One could write a review on Sync alone, but the fact that such a high-tech device is available on a small sedan such as Focus is the big story. Our Ford representative demonstrated Sync's ability to answer your phone and display its text message on the screen in the dash. Synced only to your personal phone, information can be erased and the system reset. Your information, though, will stay in the system even if the battery goes. There is no backup battery for the Sync, however, and it is not GPS trackable.
Appealing to those consumers who have grown up wired and living a digital lifestyle, Sync and Focus will be presented to dealers and salespeople through a multi-phase approach. What it is, how it works and how to deliver it to customers will be taught both in person and through e-training. An army of trainers will blanket the dealerships and possibly training one or two high-tech salespeople to be the onsite experts. Those in call centers will also get training.
The customer web site (www.syncmyride.com) went live September 14. Owners can register their Focus and customize it on the site. Fans can also sign up for an e-magazine.
We liked driving the new Focus and believe it's a better competitor than in year's past. Styling is attractive and includes Ford's new chrome insert in the front panel. Competition is fairly tough in the small car category and includes Nissan Altima, , Civic, Corolla, among others. Focus does have a following: Case in point, a friend announced on his web site that he was going to be putting up a full review of the new Focus. A reader emailed immediately asking when he could expect the article. Apparently, he owns a handful of Foci! What Ford is hoping for, of course, are a whole new group of potential buyers with the offering of Sync.