Ford launches Focus, targeting sedan market

The Jakarta Post, Jakarta

After concentrating on marketing sports utility vehicles (SUVs) over the past five years, PT Ford Motor Indonesia (FMI) is targeting the sedan segment by launching the all-new Ford Focus.

The launch took place at the opening here of the Gaikindo Auto Expo last Friday, with new FMI president director Rick Baker expressing optimism that the new car would be successful in the domestic market.

"The car will be competitive in terms of price. Ford is offering its Indonesian customers a European-designed, German- engine-powered car that offers supreme driving comfort," he said, adding that the Focus would be a direct competitor to the already existing Toyota Corolla Altis and Honda Civic.

"In my first weeks here, I have seen great interest from the media as well as the public at the presence of the Ford Focus," said Baker, who took Ford Jakarta's top job, replacing Will Angove on June 1.

Angove helped relaunch the Ford brand in Indonesia by introducing three SUVs: the Ranger, Escape and Everest. Under his leadership, FMI recorded an increase in sales from 1,600 vehicles in 2002 to 3,794 in 2003 and 6,119 last year.

The all-new Ford Focus was initially revealed to the public at the Paris Motor Show last year. The car is an improvement on the first-generation Ford Focus, which rolled off the production line in 1998 in North America and Europe.

At the Gaikindo expo, visitors can see two Focus variants, to be officially launched in September: the four-door model with automatic transmission and manual transmission. The five-door hatchback is going to be introduced later, pending the market response toward the new car.

The Focus will be available in two engines options, with New Duratec 1.8-liter and New Duratec 2.0-liter. Both are already equipped with a variable intake system and electronic throttle control, widely known as drive by wire.

Developed in Cologne, Germany, the Ford Focus is designed to meet the tastes of its prospective customers, including those in Indonesia.

"I understand that the market segment for 1.8-liter sedans is not that large in Indonesia but it is a big market in the world," Baker said.

At the expo, FMI also displayed the Ford Focus Vignale concept car, which is being developed for future markets.

No price is available yet, prior to its official launch in September.