You don’t need to see any statistics to know that South Africa’s C-segment is a popular one to say the least. Just think of how many five-door hatchbacks you see each time you take to the road. There’s hardly a manufacturer that isn’t represented in this market – Honda, Volkswagen, Kia, Toyota, Mazda, Renault and the list goes on. One of the biggest players in the segment, however, has always been the Ford Focus and the latest iteration promises to deliver class-leading technology on an affordable basis, while holding its self-proclaimed position as the benchmark for c-segment driving fun.

Unsurprisingly then, the Focus is a hugely important piece of Ford Motor Company of Southern Africa’s (FMCSA) product puzzle and, with the current model having fallen behind the refinement and quality pace set by the likes of Volkswagen’s Golf, an all-new talent was sorely needed.

Developed under a global development programme inline with the company’s ‘One Ford’ strategy, FMCSA Marketing Manager, Ben Pillay, says, “Ford Motor Company made substantial investments in a new global small car platform resulting in an affordable range that offers quality, fuel efficiency, safety and smart technology beyond customer expectations.”

The new Focus features Ford’s ‘Kinetic Design’ styling philosophy, made popular by the current Fiesta. A chiselled jaw, sleek profile, rising characterline and taut rear-end, all contribute to the hatchback’s purposeful stance. A streamlined shape and steeply raked windscreen contribute to reduced drag, while optimised aerodynamics help reduce wind noise at speed and contribute to improved fuel efficiency. Noise, vibration and harshness (NVH) levels have been reduced and driving dynamics improved by the increased stiffness of the body structure, with 30 per cent greater rigidity than the previous Focus model.

The interior moves upmarket with better detailing and higher quality materials. The busy central console and sculpted dashboard provide more of a driver-focused interior than the Golf, but will not convert those who prefer the more conservative minimalism offered by its German rival. Rear-seat space feels little different to the previous generation, with a enough room to accommodate two medium-sized adults in comfort and three at a pinch. Where the Focus moves things forward is through the selection of driver aids and safety.

Some of the driver aids include cruise control; ‘Hill Launch Assist’ that prevents the car from rolling backward when the driver’s foot transitions from the brake to the accelerator, as well as Voice Control, which recognises numerous commands to control functions like the radio, CD and electronic climate control.

Passive safety features include a new generation of advanced airbag restraint systems with driver and front passenger airbags, side front airbags and side curtain airbags (only available on the Trend and Sport models) for front- and rear-seat occupants, as well as a strong and light steel bodyshell. The driver’s front airbag features enhanced chest protection technology designed to help reduce driver chest and rib injuries.

The previous generations of the Focus had the ability to entertain their driver even before sporting a ‘ST’ or ‘RS’ badge. With the latest generation, Ford’s engineers have managed to continue this character trait with a completely new Electric Power Assisted Steering (EPAS) system, stiffening up of the body to improve handling, as well as updating the suspension system. Also key, is the introduction of a new ‘Torque Vectoring Control’ system, which behaves like a limited-slip differential to constantly balance the distribution of torque between the front wheels, resulting in reduced understeer, improved traction and better turn-in.

The willing chassis is cheered on by one of three new engine choices. An all-new 2.0-litre GDi (Gasoline Direct injection) petrol engine that combines high-pressure direct injection and twin independent variable camshaft timing (Ti-VCT) for 125 kW and 202 Nm of torque. Fuel economy is rated at 6.7 L/100km with CO2 emissions of 156 g/km. A completely updated 2.0-litre Duratorq TDCi common rail turbo diesel engine is also part of the line-up. The new diesel engine produces 120 kW and 340 Nm of torque, while sipping just 5.3 L/100km on average and clearing its throat of 139 g/km of CO2. Both 2.0-litre engines are mated to the latest six-speed PowerShift automatic transmission, which works particularly well with the diesel engine.

The third powertrain comes in the form of a 92 kW, 1.6-litre Duratec Ti-VCT engine, which will be the fuel economy leader for the new Focus range, with an average thirst of 5.9 L/100km, providing a significant reduction in fuel consumption compared to the outgoing 1.8-litre engine. With 159 Nm of peak torque at 4 000 r/min, the 1.6-litre requires some coaxing to get the best out of it, but thanks to a positive gear shift action, it’s an enjoyable affair.

The all-new Focus enters the South African market with eight different models, four sedan derivatives and four hatch derivatives, available in three trim levels. Ambiente models include ABS brakes with EBD, EBA and ESP as well as dual front and side airbags. ISOFIX child seat anchors, manual air conditioning, radio/CD with 6 speakers, USB connector, front power windows with driver one touch up/down functionality are just a few of the standard features.

The Trend models benefit from the addition of 16-inch alloy wheels, curtain airbags, steering wheel operated cruise control and audio controls, Bluetooth connectivity with voice control, driver and passenger one touch up/down power windows, rear power windows and more. An additional ‘Trend Option Pack’ is available on 2.0-litre Trend derivatives (R6 300 for the sedan and R6 700 for the hatchback), which includes: rain sensing wipers, auto headlamps, follow-me-home lighting, an auto dimming rear view mirror, global close functionality on power windows, leather steering wheel, 17-inch Alloy wheels and a sporty rear spoiler on the five-door.

Lastly, the Sport model tops the range with features such as sport suspension, a sporty rear spoiler, 17-inch alloy wheels, 6-way power seats, partial leather sports seats, heated front seats, keyless entry with Power Start button, dual zone air conditioning, 4.2-inch TFT screen with Sony 9-speaker audio system, auto dimming rearview mirror, auto headlamp feature, follow-me-home lighting, rain sensing wipers, global close on power windows as standard and branded chrome scuff plates.

Ford has come up with a compelling argument to make the Focus the first choice for many family hatchback buyers. It certainly looks to be taking the fight to what most perceive as the more premium Golf. In terms of the sedan, well, the new Volkswagen Jetta will be with us soon and so there’s no doubt the tussle at the top of the sales charts will be as tough as ever.

Pricing includes a 4-year/120 000 km warranty, a 5-year/90 000 km service plan and 3-year/unlimited km road-side assistance.

Ford chose to kick-off the 2010 North American International Auto Show (NAIAS) in Detroit, with the announcement of their new Focus sedan and hatchback. The new Focus hatch and sedan are built on the newest iteration of Ford’s global C-platform and Ford expects to sell more than two million of its C-platform cars by 2012.

Bearing the latest evolution of Ford’s ‘Kinetic’ design language, Ford says the new Focus sedan and hatch models are “at the centre of convergence for automotive trends.”

“We’ve designed it with an acute understanding of global customers, yet it’s tailored for each individual region,” said J Mays, Ford’s Vice President of Design. “Focus combines the best from Europe, North America and Asia to deliver a level of emotional driving enjoyment never before experienced in a car this size.” Ford says the Kinetic design language has contributed to the “growing popularity” of its newest small and medium car line-up.

At the front end, headlights sit above a tall centre air dam flanked by sharply-angled side intakes, separate from the foglight housings. A nondescript grille is joined by strong bonnet lines that reach back to the windscreen glass, with a second line continuing up into the A-pillar. Largely identical up to the rear passenger door, the profile of the Focus sedan and hatch features multiple character lines running together along the wheel arches, and through the top and bottom of the doors. The pronounced wheel arches create a connection between the outgoing Focus and this new generation.

At the rear is where the two Focus models swiftly diverge, the rear quarter window and taillights being the standout differences (apart from the obvious hatch/sedan factors). The taillights of both models extend into the rear quarter panel, but in their own fashion. On the hatch, the fuel cap design is blended with the lines of the drivers side taillight, while on the sedan the traditional circle cap suffices.

Inside, the Kinetic styling continues, with design elements both unique to the new Focus and familiar to the new Fiesta. Soft-touch materials, piano black and dark satin silver trim features throughout, joined by multi-function displays in the centre stack and the instrument cluster. The new Focus offers a cockpit-style interior, with even the centre console angled slightly towards the driver.

Ford has yet to reveal full details on the Focus’ feature set, but perhaps the most significant item is the new MyFord Touch control system. In the US, the Focus was the first model to feature Ford’s SYNC infotainment system, and the new Focus will be among the first to offer the MyFord Touch control system, including a new eight-inch display in the centre console. A multi-function display rests between the rev meter and speedometer, providing information on average fuel consumption, distance to empty, trip computer and other details.

High-strength steels feature extensively throughout the Focus’ shell, comprising 55 percent of the body’s construction. More than 26 percent of the body’s steel is made up of ultra-high-strength and Boron steels. According to Ford, these advanced materials make the new Focus one of the safest cars in the world, while minimising overall weight.

The global powertrain line-up for the new Focus will include a range of EcoBoost four-cylinder turbo-charged direct injection engines, including a 1,6 litre petrol engine and improved Duratorq TDCi common-rail diesel engines, improving fuel economy by 10 to 20 percent compared to current models.
Ford is set to show a brand new 2,0 -litre petrol engine at Detroit this week, featuring direct injection and and Twin Independent Variable Camshaft Timing (Ti-VCT). Ford says its new 2,0-litre DI Ti-VCT engine is up to 20 percent more powerful than its current 2,0-litre Duratec inline-four, while contributing to a fuel economy improved by more than 10 percent.

The new 2,0-litre DI Ti-VCT engine will be paired with Ford’s new dry-clutch six-speed PowerShift automatic transmission, featuring an advanced dual-clutch design designed to help reduce fuel consumption by up to 9 percent compared to a traditional four-speed automatic.

Unlike conventional automatics, the dry-clutch PowerShift transmission, based on more efficient manual gearbox technology, is not hampered by the extra weight and complexity of torque converters, planetary gears and oil pumps.

Ford’s engineers have developed new optimised designs for the Focus’ ‘Control Blade’ multilink rear suspension, along with the semi-isolated front and rear subframes. A new Electric Power Assist Steering system features in the new Focus, which Ford says has been tuned to provide “pure and precise” responses at high speed, remaining light and manoeuvrable for parking. Developed by Ford of Europe, a new Dynamic Cornering Control system transfers power between the drive wheels to reduce understeer, as well as improve traction and turn-in.

Ford has yet to release pricing and launch dates for the new Focus. Production is set to begin in Europe and North America later this year, with sales in those regions to begin in early 2011. Asia, Africa, South America and Australia will follow, although no dates have been given.

Adapted from TheMotorReport