2008 Ford Focus.
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DEARBORN, Feb. 27, 2008 -- Three months into its launch, the new 2008 Ford Focus is posting increased retail sales.
"It's early, but everything is looking good," said Sam De La Garza, Focus brand manager. "The number of customers considering and shopping Focus are at one-year highs. And SYNC-equipped 2008 Focuses are turning twice as fast on dealer lots than the previous model without the technology."
Focus retail sales were up 18 percent in November -- the car's first full month on the market -- followed by a 9 percent increase in December and a staggering 33 percent in January.
De La Garza says customer feedback is particularly positive for Ford SYNCTM and the high-end SES sedan series. More than 25 percent of models sold are equipped with SYNC.
The car's top-three volume regions are Texas, California and Atlanta. California is important not only because of the size of the market, but also because it tends to be an import stronghold. Last year, Ford maintained market share in the Golden State and plans to build on the momentum.
"We need to grow our business in California. There is a very good strategy underway to do that, and Focus is contributing to it," said De La Garza.
Terry Miller, general sales manager of Galpin Ford in North Hills, Calif., says he is not surprised that the car is off to a good start.
"I liked the 2008 Focus when it came out. I think the new style is great," Miller said. "You want a small car that people buy because they want to, not because they have to. The new Focus is that kind of vehicle."
The Phoenix area is another success story for Focus. Power Ford in North Scottsdale, Ariz., sold every Focus in stock in December and then achieved 140 percent of sales projections in January.
It's a similar situation at Sanderson Ford in Glendale, Ariz., where the dealership exceeded Focus sales targets by an average of 231 percent each of the last two months.
"Historically, we're a truck dealership, but if we had more (Focuses), we'd sell more," said Steve Wendt, Sanderson Ford general manager. "It's a really nice-looking car."
Sanderson Ford New Car manager Loren Clifton sees a broad range of customers purchasing the new Focus, especially younger buyers. He thinks many factors contribute to the car's appeal, including an excellent suspension, good fuel economy, the availability of SYNC and great quality.
"I been at this dealership almost 23 years, and when you get into a new Focus or a Fusion, you can really tell how much Ford cars have improved," Clifton said. "I'm really excited by our products and there's more on the way."
Ford's car lineup will receive a boost when the North American version of the company's new global subcompact -- or B-car -- debuts in 2010. In the meantime, Focus must carry the load at the smaller end of the market.
