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Old 07-22-2007, 01:00 PM
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Arrow TEST DRIVE

"We fell in love with the Focus when the three-door hatchback, sedan and wagon were released in the U.S.," gushed critics at Edmunds.com. "What a brilliant successor to the Escort."

The next year, Focus dropped to last place on the Top 10 list, but it still ranked ninth among the most fuel-efficient cars. By 2002, it didn??™t make either list.

Naturally, sales wane in the lifespan of any new model. But, somehow, the Honda Civic stayed well positioned on both lists through those years. No doubt, Civic will remain a most fuel-efficient best-seller in 2007 as well.

For a company that achieved dramatic highs and lows with its small cars, Ford should never have lost its Focus in North America. Worldwide, the Focus ranked as the best-selling car in 1999 through 2004. On its home turf, however, Ford got stomped by the Civic and Toyota Corolla. Now, when drivers are waking to the realities of stubbornly high fuel prices, the well-regarded little car should be compensating for the hit to Ford??™s U.S. truck and SUV sales.

While the F-Series pickup remains the best-selling vehicle of all time, the Explorer sport utility has fallen off the list, leaving the big pickup all alone at the top.

Small cars are important to a brand because they build loyalty among first-time buyers, even though they provide tiny profit margins for their makers. Small cars comprise the largest vehicle segment in the United States today, and growth is expected to continue amid lofty petrol prices.

Facing another existential crisis of epic proportions, Ford recognizes that it must be more than a purveyor of trucks if it is to survive in North America. Thus, the second-generation Focus gives the big blue oval another chance to regain its mojo in compact coupes and sedans.

Though nobody gushed when the 2008 Focus made its debut at the North American International Auto Show in Detroit this year, there were a few nods of approval.

The new version brings a bold design, modern interior, improved ride and handling and more competitive fuel economy to the competition.

A two-door coupe joins the four-door sedan in a price range expected to start below $15,000. So far, there is no wagon in the mix.

"We know the formula for success in the small-car segment," said Cisco Codina, Ford group vice president, North America Marketing, Sales and Service. "Affordability, quality and a fun-to-drive, sporty personality. These are the priorities that drove the redesign of the Focus for 2008."

Come fall, Ford will sell the Focus in SE and SEL trim. SE models feature a "Stone" interior while SEL models come in Stone or Charcoal Black - not everybody must get Stone. Instrument panel colors are Satin Pewter Metallic for the Charcoal Black interior and Dusk Metallic for the Stone interior. Focus models equipped with Sport and Deluxe packages feature a white face instrument cluster and chrome accents on the door handles, climate control vents and shifter.

Interior designers allowed drivers to customize their interior lighting with "My Color" instrument display. Buyers can order an ambient lighting package that places tiny light-emitting diodes (LEDs) inside the front and rear cupholders and footwells. The LEDs can light the cabin in red, orange, blue, indigo, violet, green or yellow. The lights are controlled by a dash-mounted switch.

The 2008 Focus comes with a standard 2-liter, 140-horsepower Duratec 20 dual-overhead-cam inline 4-cylinder engine that cranks 4 more horses than the previous power plant. The boost comes from new air intake and cooling systems.

For drivers in the smogbelt, Ford offers a 130-horsepower Duratec 20E engine that makes Focus a Partial Zero Emissions Vehicle (PZEV). The 20E is cleaner than some hybrid gas-electric vehicles, Ford claimed. The PZEV engine is required from dealers in California, New York, Massachusetts, Vermont and Maine. Dealers in cross border states can offer PZEV Focus as a limited option.

Either engine can be hitched to a 5-speed stick or a 4-speed automatic transmission. For 2008, the transmissions have revised final drive ratios, which let the engine turn at a lower rpm rate during highway driving for better fuel economy. Fuel economy ratings have not been announced, but the 2-liter, 136-horsepower, 4-banger in the current model gets 27 miles per gallon in the city and 37 on the highway. While the 2008 version is 4 horsepower stronger, it will also be 100 pounds lighter.

When the 2008 Focus arrives in showrooms this fall, Ford expects shoppers to notice the car??™s sophisticated styling, its smooth, quiet ride and cutting edge communications and audio gear, along with class-leading safety.

"The 2008 Focus is further proof that Ford is back in the car business," Codina said.

We??™ll see.

Source: [url=http://columbiatribune.com/2007/Jul/20070720Busi009.asp]Columbia Daily Tribune[/url]
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