• Jun 12th 2007 at 4:24PM
  • 56
We would rather be tasked with reversing the downward tug of gravity than take on the ad account for the 2008 Ford Focus. The Blue Oval has announced that the account may not be handled by its usual agency, JWT Detroit, and that it's searching for a brave new agency to take on the daunting task of selling the redesigned Focus. JWT Detroit will bid for the account, but sources say Ford would like at least two outside agencies with fresh ideas to also compete for the job.

We were harsh on the 2008 Ford Focus mainly because the car's new styling leaves a lot to be desired. To be blunt, the designers turned the attractive styling of the original Focus that had survived a couple evolutions into a mess of creases, curves and fake vender vents the likes of which we haven't seen since the Saturn ION first arrived. Nevertheless, the new Focus will be significantly lighter than the outgoing model, which should help handling and fuel ecomony; the new SYNC interface developed with Microsoft is supposedly a serious piece of tech; and a coupe body style is being offered in place of the three- and five-door hatchback.

So the 2008 Ford Focus does have positive attributes on which an ad agency can focus its campaign. Nevertheless, it still looks the way it does, which any ad agency worth its weight in pop up ads knows will be extremely difficult to sell.

[Source: Automotive News - sub. req'd]

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    • 1 Second Ago
      • 8 Years Ago
      The problem is not just that ford "changed the plating,hoped nobody would noticed" but that they have been doing this for 40 years. the mustang is the exact same car it was back in '79. Fox body "evolved" into SN-95,and that became the current platform. Marketing the same wheezy old car is gonna be a challenge for whoever takes it on,but i agree with #3. bring in a halo model and sales will follow.
      • 8 Years Ago
      I could do without the swept up headlight arrays, and the fake vents, but otherwise it's still a big improvement.
      • 8 Years Ago
      to those who think this car looks ugly all they need to do is put it next to a CIVIC or COROLLA or ACCENT then maybe u'll find out this car actually looks good .. you guys might comparing it with the MAZDA 3 and u call this a crap. well go ahead n starting putting together pics of the mentioned competitors n lets see which one is the coolest looking ...as normal as it is, peeps here find easier to comment negatively than to say nice words ..i betcha its a chore to say nice things to your family
      • 8 Years Ago
      I have seen these things running around Dearborn and I think they look better in person. But that is my opinion.

      I, too, would like to see the Euro Focus here or at least the Euro Focus design on this platform. I personally couldnt fathom how much it would cost to bring the Euro Focus here.

      Also, it was a huge mistake to drop the 2.3L.
      • 8 Years Ago
      They got one aspect of the interior design correct, and that's the Ford blue ambient lighting and illumination. I

      It's a nice detail and the color fits Ford much better than the disgusting green they've been using.

      Foreign Fords from Australia and Europe get the little details light, including Ford blue lighting. Why doesn't Ford US?

      • 8 Years Ago
      I think that the 2008 model looks way better than the current generation. My grandfather has a 4 door focus (2006) and let me tell you, the thing is a plastic nightmare. The car has ridiculous accents on the side and it just says "grandpa car" all over it... then again, he got it for like 10k new and all he does is drive like maybe 10 miles a day.. plus he's 75 so I don't think he has to drive anything "cool" anymore...
      • 8 Years Ago
      Hmm, Outlander headlights, dead vent(?!!) HUGE metal/plastic interior with Darth Vador blue backlight(?!?!) tiny tires (those are Hugo tires!) and for the top- DROP THE HATCHBACK!!!

      Ford- Backward thinking.
      • 8 Years Ago
      This is the worst looking Focus ever.

      Maybe they can try to get the duck, the gecko, and the king to collaborate on this one, but it's still a hard sell.

      ...Particularly if they're trying to sell to young buyers who know full well Ford is snubbing the US market for economic reasons, and this is clearly just a stopgap model until the new goods arrive later.
      • 8 Years Ago
      I with the "I like the styling..." crowd. It looks like a neo-Escort. Although it's mostly nostalgia driving my opinion, but you can't deny it looks better than a Corolla.
        • 8 Years Ago
        Doesn't take much. :)
      • 8 Years Ago
      When you see it on the road, one hardly notices some of the terribly cheesy details (the fake fender vents) and is more struck by how the front end brightwork and new creasy lines help the car actually make a visual statement (though I'm not going to guarantee everyone likes that statement, as it is a bit flashy). However, things fall apart on the back end where the lack of similar treatment and undersized taillights fail to really say anything or draw the eye, er, anywhere...
      Then there's the unforgivable sin of killing one of the best cheap hatchbacks around (from a ride/handling/practicality standpoint at least) so we can have a pointlessly two door car (I doubt the lack of doors comes with any increase in sporty substance).
      Still, nice to see Ford shopping the ad work around, as JWT hasn't really knocked anything out of the park in a long time.
      • 8 Years Ago
      I like it better than any other small car in it's class.
      Much better than Cobalt, Corolla or Civic.
      • 8 Years Ago
      No more hatch :(
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