• Mar 1st 2010 at 11:30AM
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2012 Ford Focus wagon - Click above for high res-image gallery

With the debut of the 2012 Focus Wagon at the Geneva Motor Show, Ford has reached the halfway point in the roll-out of its new C-segment platform. When Ford first announced the new C-Max and Grand C-Max at the Frankfurt Motor Show last fall, it said the C platform would eventually spawn at least 10 different variants. The two MPVs were joined by the four- and five-door Focus at the Detroit Auto Show in January. The new station wagon is number five and we expect it to be joined by a three-door hatch and coupe-convertible in the coming months. Ford also revealed that a small SUV will join the C-segment lineup soon.

While the new wagon will likely be a popular configuration on the continent, there are currently no plans to make the estate available in North America. Frank Davis, executive director of North American product programs at Ford, told Autoblog that when a wagon was last offered as part of the U.S. Focus lineup, the market share never got over 14 percent and only hit four percent in the final year of availability.

Davis wouldn't rule out offering a wagon in the U.S. at some point if it were justified by market demand. Since Ford will be using common manufacturing processes for the new Focus globally and the lines are flexible, it would not be difficult to add production at the Michigan Assembly Plant where the North American Focus will be built. Davis emphasized that over 80 percent of the parts on the new Focus are common globally, considerably more than the 60 percent commonality on the new Fiesta.

Design-wise the new Focus wagon differs little from the sedan and five-door hatch. It is identical back to the B-pillars with only the extended roof-line and cargo area setting it apart. Ford has integrated the cargo rails into the roof in order to maintain the sleek looks of the latest iteration of its Kinetic design.

Inside the wagon gets the same up-scale interior shown in the sedan and hatch including the first European availability of the new MyFord Touch system as part of the latest generation of Sync technology. Unlike here in the U.S. where we will initially get only one 2.0-liter engine, Europeans will get a range of updated gas and diesel engines to choose from. Production of the Focus starts simultaneously late this year in Europe and the U.S.

  • Cologne, March 2, 2010 - Next Generation Ford Focus: Ford's next-generation Focus makes its European debut at the 2010 Geneva Motor Show on March 2, just weeks after a global unveiling at the North American International Auto Show in January. This will be the first chance for European customers to see the car that spearheads Ford's next generation of global C-platform models. (03/02/2010)
  • Cologne, March 2, 2010 - Next Generation Ford Focus: Ford's next-generation Focus makes its European debut at the 2010 Geneva Motor Show on March 2, just weeks after a global unveiling at the North American International Auto Show in January. This will be the first chance for European customers to see the car that spearheads Ford's next generation of global C-platform models. (03/02/2010)

[Source: Ford]
Show full PR text
  • Next-generation global Ford Focus 5-door model makes European debut at the 2010 Geneva Motor Show; Global debut for attractive new wagon derivative
  • European-developed Focus spearheads Ford's new generation of global C-cars, and will be sold in more than 120 markets globally
  • Focus wagon is the latest of at least ten vehicles from Ford's new global C-car portfolio.
  • A global performance version of new Focus using Ford EcoBoost engine technology is promised.
  • New wagon derivative will account for more than one third of total Focus sales in Europe. Five-door share expected to reach around 60 per cent
  • Stylish next-generation Focus range provides customers with class-leading new technologies and high levels of craftsmanship
  • New Focus targets outstanding fuel economy, low CO2 and further advances in acclaimed levels of driving quality
  • European and North American production starts simultaneously in late 2010 and go on sale from early 2011. Asia, Africa and South America production to follow

Geneva, March 2, 2010 – The stylish next-generation Ford Focus wagon makes its global debut at the 2010 Geneva Motor Show alongside the sporty Focus 5-door, appearing for the first time in Europe.

The next-generation Focus wagon is the fifth vehicle to be revealed from Ford Motor Company's new global C-segment platform that will underpin at least ten vehicles around the world and account for two million units of annual production by 2012.

Revealed so far are the new Ford C-MAX and Grand C-MAX models at Frankfurt 2009, the next-generation Focus 4-door and 5-door cars at the 2010 North American International Auto Show, and now the wagon at Geneva.

"Our next generation of C-cars shows how Ford is using its global resources to develop at least ten new models or derivatives from the same platform globally," said Derrick Kuzak, Ford's group vice president of Product development. "The Focus wagon is the next model to be revealed, and is particularly significant for the European market as more than a third of our C-car customers here prefer a wagon bodystyle."

At Geneva, Ford is also confirming that a global performance vehicle will be developed as part of the next-generation Focus range, and that it will be powered by a version of the
4-cylinder Ford EcoBoost engine family.

"We want to reassure enthusiasts of Focus performance models that we have a plan for them as well," Kuzak added. "Our commitment is to deliver an exciting performance model of the new Focus on a global basis and using a version of our advanced new Ford EcoBoost petrol direct-injection turbo engine. We're not ready to reveal more details yet, but we recognise how important this model will be in the Focus line-up, particularly for customers in Europe."

Further details of the entire portfolio of new models based on Ford's global C-car platform will be revealed soon, with all of them coming into the company's line-up around the world by the end of 2012.

Focus Wagon Targets Major Customer Base

The attractive next-generation Ford Focus wagon is a crucial model for the European market in particular, as around one third of all Focus customers choose this bodystyle. In some markets, such as Italy and Germany, the wagon derivative represents more than half of all Ford Focus cars sold.

"A key strength of the Ford Focus range in Europe has always been its wagon, and its popularity is second only to the five-door," said John Fleming, Ford of Europe Chairman and CEO. "These customers want the extra space and flexibility a traditional wagon provides, yet they still expect all of the technology, great driving dynamics, and superb styling. We believe the new Focus wagon will more than satisfy their requirements in every way."

With its rakish appearance, the new Focus wagon also makes a design statement and provides the ideal balance of dynamic looks and functional practicality. Full-length integrated roof rails enhance the wagon's attractive kinetic design, while the tailgate has a self-closing function and neatly incorporates a compact roof spoiler.

Overall, the C-car segment in Europe remains relatively stable and accounts for around a third of total car sales with roughly five million C-cars sold annually. Although many premium manufacturers have also moved into the segment in recent years, it is among the volume makers that the competition is most fierce.

The market has seen significant fragmentation in the last decade thanks to the development of new bodystyle derivatives beyond the traditional four-door sedan, five-door hatchback and wagon models.

By 2012, six bodystyles will cover 85 per cent of customer requirements in the segment in Europe - the four-door sedan, the five-door hatch, the wagon, the five-passenger MAV, seven-passenger MAV and the small SUV.

"As the segment develops around the world, we see clear preferences among customers for the six main bodystyles, with variations by region and even within a region," Kuzak said. "For example, the preferred bodystyle in China and Russia is the four-door sedan, while in Britain and Spain the five-door is most popular and we believe there is also a customer trend towards five-door small cars in North America.

"This is driving our global C-segment strategy and we are concentrating our efforts around the world on meeting the expectations of buyers for these six key bodystyles," Kuzak noted.

While the Focus wagon will initially launch only in Europe, it has been designed to share the wide range of technologies, fuel efficient powertrains, great driving quality and high levels of craftsmanship that all of Ford's new global C-cars will deliver.

The Focus wagon debuts in the same vibrant Candy Red body colour which was first shown to great acclaim on the new Focus five-door model unveiled at the North American International Motor Show in Detroit in January.

The five-door Focus model for Geneva is finished in a warm and modern Hot Mustard – a contemporary, dark metallic yellow colour.

"As with all of the models in our new global C-platform portfolio, there is scope to offer this dynamic wagon additionally in other markets around the world, provided the business case and customer demand exist," said John Fleming. "We see this as an integral part of our global next-generation Focus line-up, and we're eager to hear the reaction to what we believe is a very stylish and distinctive car."

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    • 1 Second Ago
      • 5 Years Ago
      I wish they would bring it here....
        • 5 Years Ago
        Why did the Focus wagon sell so badly? Easy it was $2,000 more expensive (in 2000 anyway) than the hatchback. Considering the wagon offered only a minimum amount of extra space can you blame people for skipping it?
        Did anyone notice the hatchback Fiesta is only offered in SE or nearly 2 grand more than the base sedan? Gee why isn't the hatchback selling?
        • 5 Years Ago
        You don't realize how good it actually looks until you click through the pictures.
        Why aren't such cars popular in the States again?
        • 5 Years Ago
        Theres something about this car, just cant put my finger on it.
        • 5 Years Ago
        We have a 2002 Wagon 5sp SE. We would LOVE to replace it with a 2012 5sp Wagon!!!
        Longmont, CO
        • 5 Years Ago

        Here in Canada you seen tons of old Focus and Escort wagons kicking around. Why not give it a try? The market has changed quite a bit even in the US in the last few years. Wagons give you all the utility without the higher gas consumption of a jacked up vehicle. As for the "sport" part a wagon will carve circles around a supposed SUV or CUV version. Throw in AWD and you have it all covered. Subaru has based their entire business line on this concept. I don't see why Ford can't pull it off. Make a believer out of a few CUV/SUV buyers and they get to painlessly improve their Cafe numbers.
      • 5 Years Ago
      The current models have a pile of cash sitting on the hood to make 'em move. It's still pricey for an ancient platform.

      However, I suspect the next gen Focus will as well. And the pricing reflects it. Even the Fusion here in Detroit has $4k sitting on the hood, and that's supposedly a hot car right now. I'd like to see the Focus wagon here myself. Between X Plan, and the inevitable rebate, I'm sure I'd be able to pick up a nice one for less than $18k....
      • 5 Years Ago
      They should bring it, we still own our 2003 Focus Wagon. It's a trooper. We be awesome if we can another one.
      • 5 Years Ago
      Wheels don't match the car. color is ugly. but, i do want to see it on american soil. put in the ecoboost and make a sport wagon.
      • 5 Years Ago
      I might be in the minority...but I think the current gen euro focus estate is just as good looking, if not better: http://www.autoexpress.co.uk/images/front_picture_library_UK/dir_459/car_photo_229791_5.jpg

      and the new one borrows too much from the mondeo:

      Still, I'm fully supportive of those who want it sold in the US as well :D
      • 5 Years Ago
      The problem with the Focus is it's going to be terribly overpriced. It's going to be the Contour all over again, a small, over-priced Eurocar that's lost in translation to North America (just like the first gen Focus, it will have all kinds of quality problems once it's built here).

      And the Fiesta makes it even worse. The Fiesta TOPS OUT at 23k! 23k for some cheap rollerskate from Ford.

      Ford thinks it can charge Toyota, Honda, and Nissan prices for its cars but they're mistaken. Their competitors are the Koreans, NOT the Japanese transplants. Nobody will pay 23k for a cheap rollerskate.
        • 5 Years Ago
        You're probably going to be down-starred for saying it at such an extreme level, but I'm also concerned that they will lose the market they have developed for pleasant, affordable small cars by moving upmarket.

        It's as if they forgot they're keeping a slightly uplevel brand around that's crying out for fresh product -- European Fords as Mercurys and cheap 'n cheerful basic Fords for people who still just want inexpensive transportation.
        • 5 Years Ago
        It's clear that you haven't driven a Ford lately (no pun intended). Hyundai & Kia are making great vehicles, but but is making exciting vehicles, and more to come. And what will be the proof, not sticker price, but market share. If the share rises, Ford wins.
        • 5 Years Ago
        What are you talking about 23k... I just built one on ford's website a hatch with auto and i could only get it just up to 20k...
        • 5 Years Ago
        What could possibly lead you to believe that the NA Focus will have major quality issues here in the states? Is it their current quality leadership or their current market share gains? Just trying to wrap my head around how you delude yourself.
      • 5 Years Ago
      Forget the wagon but give me an svt sedan with about 250 hp from an ecoboost and a manual or dsg. In a small car that handsome it would sell. If the jetta looked half this nice VW could e drowning in cash.
      • 5 Years Ago
      Another winner from Ford.

      I already have Focus Hatch on top of my next car list. Depending on the interior layout this might be even better (if it were even coming to North America).

      Keep it up Ford!
      • 5 Years Ago
      I love this and it would definitely be on the short list for my next car if my wife wasn't still so concerned about the wagon stigma. And if it was available in America.
      • 5 Years Ago
      I would buy one to replace my Impreza wagon in a heartbeat. I'd improve my mileage by more than 50%, and might actually have fun driving.
      Barry Stevens
      • 2 Years Ago
      I was looking into getting a Ford but couldn't put up the cash for a brand new one. Luckily a joined a new company and they do a leasing scheme. I managed to get the car i wanted as they are really good on prices, would recommend them immediately - www.conceptvehicleleasing.co.uk
      • 5 Years Ago
      For what it's worth, I'd buy one. Ford, take a lesson from Honda back when it knew what it was doing with the Civic in the 80's and offer this thing in as many body styles as possible.
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