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Matt Bradley, president, Ford ASEAN, with Adisai Sirisinha (left), marketing director, Ford Thailand and Wichit Wongwatthanakan, sales director, Ford Thailand, at the launch of the all-new Ford Focus.
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 Ford Launches All-New Focus in Thailand and Raises the Bar for the Compact Car Segment

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BANGKOK, Thailand — Ford Thailand today welcomed the highly-anticipated arrival of its all-new Focus with a celebration in central Bangkok. The all-new Ford Focus is now available in Thailand in four, class-leading models that raise the bar for the compact car segment.
Distinguished by its sleek and sporty design, fun-to-drive and fuel efficient performance, and comprehensive safety package, the all-new Ford Focus is packed with more affordable smart technologies and features than ever in this segment.
Members of the media along with Ford Focus VIP Premier Customers– customers that have already booked their all-new Focus – attended the launch party, held at Bangkok’s iconic Parc Paragon. Attendees were greeted by eight all-new Ford Focus vehicles in the full range of attractive colors, and enjoyed entertainment and musical performances.
“Today we celebrate the launch of the all-new Ford Focus – one of our most successful global vehicles, being built right here in Thailand,” said Matt Bradley, president, Ford ASEAN. “The pre-launch response to the all-new Focus has been extraordinary and it’s clear that the appeal of the Focus brand is expanding to a whole new generation of Ford customers.”
The latest One Ford vehicle has already made a strong impression on Thai media.
“We are excited by the all-new Focus. Ford is offering the Thai market a unique car packed with the latest technology, innovative design and great safety. Features like SYNC, that improve connectivity really set the Focus apart,” said Phrom Phuangnaam, Executive Editor of ACAR Magazine.
“The car takes care of people’s comfort with features like Active Park Assist to ensure the safety of those with a lack of experience,” said Atichakorn Simadumrong, Account Executive, 96 Sport Radio.
Customers are as equally impressed. “I decided to buy the all-new Focus because I’m impressed with the suspension system, and I think its road handling and controls are considered the best-in-segment. I have booked the top model, 4 Drs. Ingot Silver Titanium+. Can’t wait to get it!” said Sarn Lerttheerakul.
The consumer pre-launch campaign – ‘All-New Ford Focus…Start it. Share it. Win it.’ – successfully raised awareness of the vehicle, with nearly 4,700 Thai consumers personally experienced the first-in-market and first-in-segment features of the all-new Ford Focus at 20 events nationwide.
The campaign also generated more than 20,000 likes for the Ford Focus Thailand Facebook page and resulted in nearly 435,000 views of participant videos on
Public voting on the videos took place from July 18 – August 7. Ford will announce the winner the ‘Start it. Share it. Win it.’ winner – who will receive the prize of an all-new Ford Focus Titanium+ model – in the near future.
The ‘Start it. Share it. Win it.’ consumer campaign marked another successful vehicle launch for Ford in Thailand.
Each participant was filmed in real-time during their ‘smart demo’, capturing their spontaneous reactions. Participants’ videos were uploaded to Facebook and the participant with the most number of views each week was deemed the winner of their event location.
In addition to voting and participating in the ‘Start it. Share it. Win it.’ campaign, the Focus community is highly-engaged in exchanging their thoughts, experiences and ideas about the all-new Ford Focus.
“The level of engagement and excitement among consumers for the all-new Focus and ‘Start it. Share it. Win it.’ has far exceeded our expectations,” said Adisai Sirisinha, marketing director, Ford Thailand. “The positive feedback on both the vehicle and campaign is evidence that Ford is meeting the modern lifestyle needs and interests of Thai consumers.”
With the vehicle now available, Ford is launching an innovative new television commercial today for the all-new Focus. The commercials will highlight the vehicle’s smart technologies and excellent fuel economy.
Segment Leading Features
With over 10 million units sold since its introduction in 1998, the Ford Focus has become a firm favourite with consumers worldwide for its outstanding value, comfort and safety, and above all, for being great fun to drive.
Following an unprecedented global development program under the company's One Ford strategy, the all-new Focus is set to continue the successful tradition of its predecessors.
With a striking front end, sleek profile, dramatic rising beltline and athletic stance, both the all-new Focus four-door sedan and five-door hatchback models share a sporty character, reflecting Ford’s acclaimed kinetic design form language.
The all-new Focus is also packed with more affordable smart technologies and features than ever in this segment.
“With exceptional attention to detail, Ford has crafted a vehicle that delivers an unbeatable package in its class,” Bradley said. “The all-new Ford Focus will be a car that Thai drivers are proud to own.”
The all-new Ford Focus is the first vehicle to be built at the new, US$450 million state-of-the-art Ford Thailand Manufacturing (FTM) plant in Rayong.
“The all-new Ford Focus is the next of eight vehicles that we will bring to ASEAN by mid-decade, continuing the successful, product-led transformation of our business,” said Bradley. “The Focus underscores our commitment to delighting Thai customers looking for expressive design, affordable innovation, superior quality, responsive performance and exceptional fuel economy.”
The all-new Ford Focus is now available in Thailand in four, class-leading models that raise the bar for the compact car segment.
Ford employees celebrate the launch of the all-new Ford Focus at the iconic Parc Paragon in downtown Bangkok.
  Matt Bradley, president, Ford ASEAN, addresses the audience at the all-new Ford Focus launch in Bangkok.



8/8/2012 5:50 AM