Ford launches new Focus

WAYNE -- Rarely has so much been riding on a redesign.

When automakers speak of game-changing vehicles, they usually are talking about all-new cars and trucks that they hope will leapfrog the competition or kick open the door to a new segment of the market.

On Monday, however, Ford CEO Alan Mulally said he hopes the revamped version of the Focus compact will do all that and more.

Though based on the same platform as the current model, the new 2008 Focus features an array of improvements from the interior and powertrain to ride and handling. More importantly, it is the first vehicle to feature Sync -- a new voice-activated onboard computer connectivity system developed with Microsoft Corp. that will allow motorists to fully integrate their cell phones and iPods with their automobiles.

"This could be the finest small vehicle that Ford has ever produced," Mulally said during a speech to mark the formal start of production at the Wayne Stamping and Assembly Plant. "This is the vehicle for the next generation."

Sync is debuting on the entry-level Focus precisely to attract younger buyers to the Blue Oval. But the automaker also is counting on significant improvements to quality, safety and fuel economy to make the Focus the hit Ford desperately needs in the growing small car market that has long been dominated by the imports.

"We're going to take that market back from Toyota, Honda and Nissan!" vowed Jeff Washington, president of UAW Local 900, which represents workers at the factory.

That is unlikely, according to analyst Erich Merkle of IRN Inc. in Grand Rapids.

He said the new Focus is a major improvement of the model and easily outclasses rival offerings from General Motors Corp. and Chrysler LLC. He even thinks it is better than the Toyota Corolla. But Merkle said Ford's design still looks dated next to the new Honda Civic and Nissan Sentra, and pointed out that a new Corolla will be out soon.

"There're a lot of good things to be said about the new Focus," he said, pointing to the performance and driving dynamics as well as a significantly improved interior. "Unfortunately, it still holds over many of the same design cues of the past. They need a vehicle that pulls people in."

Ford is hoping that Sync will more than make up for any design deficiencies in the Focus.

Mark Fields, president of Ford's Americas division, said Sync will be the first system in the country that connects the car to the Internet. It will allow drivers to control their cell phones and MP3 players with voice commands, read incoming e-mail and allow them to send and receive text messages, all without taking their hands off the wheel.

"The competitors are still talking about it. We're doing it," Fields said. "It's all about young buyers in this segment."

In a separate interview with The Detroit News, Fields said the new Focus is an example of Ford's newfound commitment to listening to the customer. Reacting to consumer feedback following the car's debut at the Detroit auto show in January, Ford rushed in some last-minute changes, including a lower grille and additional chrome accents.

"We will sell no vehicle before its time," Fields said. "We have the right product at the right price."

The new Focus is 30 pounds lighter, gets 35 miles per gallon on the highway, includes standard side-curtain airbags and starts at less than $15,000. Moreover, Fields said recent third-party projections estimated its residual value at 50 percent after 36 months, a double-digit improvement over the current model that should yield better lease rates.

"This vehicle is about the future of Ford Motor Co.," said UAW Vice President Bob King, head of the union's national Ford division. He urged every worker to do their utmost to make it a success.

Plant Manager Dale Wishnousky said he is confident they will. "Everyone who works here understands the importance of this vehicle," he said.

You can reach Bryce Hoffman at (313) 222-2443 or bhoffman@detnews.com">bhoffman@detnews.com.