Ford Focus confident about RI market
Ford Focus confident about RI market
Suherdjoko, The Jakarta Post, Semarang
Although the new generation of Ford Focus was just launched in Indonesia in September 2005, by the end of the same month PT Ford Motor Indonesia (FMI) had 138 people on the waiting list to buy the sedan.
"It shows the Ford Focus is attractive to Indonesians," FMI's general manager for marketing, Bagus Susanto, said on the sidelines of the recent two-day Ford Focus Drive and Ride event from Semarang to Yogyakarta.
Launched internationally in Paris in September 2004, the newest generation of Ford Focus is seen as a good fit for the Indonesian market.
With a total length of 4.448 meters, width of 1.840 meters and a height of 1.454 meters, the 1,362 kilogram sedan looks tough on the road although it is not as big as other European-made cars. That is probably one of the strategies for winning the Asian market.
With the new Duratec 1.8L Variable Intake System & Electronic Throttle Control (drive by wire) and a fuel tank with a 55-liter capacity, this German-technology car can drive non-stop for an entire day.
That is because the Ford Focus, which sells in Jakarta for Rp 259 million for manual transmission and Rp 271 million for automatic, is relatively economical on gas, 14 kilometers per liter.
In terms of comfort, what the Ford Focus offers is unquestionable. The Semarang to Yogyakarta test-drive, for example, showed that sudden braking while driving at 100 kilometers per hour did not cause a significant jolt to either the passengers or the driver.
The same was true when the car begin to speed up after sudden braking. There was little sway and it was a smooth run through the gears.
Only the horn was a bit annoying, as you had to hit it relatively hard to get a sound. This was quite in contrast to the other buttons and switches in the car, which required just a soft touch.
When moving at high speed, the car was also considerably stable and controllable, even while zig-zagging. Driving the Ford Focus through the crowded traffic of Yogyakarta, which is well known for its reckless motorcyclists and pedicab drivers, it is easy to appreciate the comfort and handling of the Ford Focus.
While in Yogyakarta, the test-drive, which was participated in by 31 journalists from various media outlets, including The Jakarta Post, passed through a resort in Cangkringan and a traditional restaurant in Pakem, both at the foot of Mt. Merapi.
It also rumbled through the narrow streets of Kotagede to visit a restaurant there and through the crowded traffic of downtown Yogyakarta to visit the historical Benteng Vredeburg Museum right across from the Gedung Agung State Palace.
The route of the Semarang to Yogyakarta test-drive included the meandering and hilly road along Bedono Hill in the town of Amabarawa, the Willem I steam train (also in Ambarawa), the Losari Coffee Plantation resort and Grabag in Magelang regency.
"We do not have a sales target in Indonesia. We will let the market decide. We don't even have a specific target market. Anyone, regardless of their social class, is welcome to buy," PT FMI president director Richard Baker said.
Baker said the Ford Focus cars being marketed in Southeast Asia were produced in the Philippines.
The Ford Focus has been sold in Indonesia, Vietnam, Singapore, Thailand, Taiwan, Europe, Australia, U.S., South Africa and New Zealand, and next year will arrive in China.
The first Ford Focus was introduced in 1998. As of April 2005, 3.2 million Ford Focus have been sold, making it one of the most popular cars in Europe. The same success has been enjoyed by the New Ford Focus.
In only a quarter year, as many as 100,000 New Ford Focus units have been sold in Europe, or 115,000 units in total worldwide since it was first launched last year.
It's not surprising, therefore, that this particular car has won numerous awards.
Among the awards are the Best Selling Car in The World (2000), Best Selling Car in Europe, Best Selling Car in USA (2000), Best Value Car Gaikindo Auto Expo 2005 and Top Gear Best Choice 2005.
"I am sure Ford Focus really suits Asian people, including Indonesians," Baker said.
The car comes in six different colors. They are Panther Black, Magnetic Silver, Techno Silver, Platinum, Jeans Blue and Deep Rosso.
When purchased, according to Bagus Susanto, the sedan comes with a bumper-to-bumper guarantee for three years or 100,000 kilometers, while spare parts are guaranteed for 2X24 hours.
"You don't need to worry about the spare parts or the maintenance. We have 22 outlets in Indonesia. You won't have difficulty in finding a spare part or having the car serviced," Bagus said.