The next-generation Ford Focus made its world debut Jan. 11 at the North American International Auto Show in Detroit.  North American production of Ford's new global car begins late this year at the Michigan Assembly Plant in Wayne, Mich., and also in Europe.  The new Focus will reach consumers in both regions in early 2011.  Asia sales will begin in early 2012.  Jim Hughes, Ford Focus chief nameplate engineer, recently appeared on The Americas Webcast with Mark Fields.  Below are excerpts from their conversation.    

Q. What kind of feedback did you receive about the new Focus from journalists at the North American International Auto Show?
A. It was overwhelmingly positive.  It was great to get positive reaffirmation of the great work the team has done globally.  A lot of the media had positive feedback regarding the exterior looks of the car.  They were also very surprised and pleasantly pleased with the looks of the interior and the suite of technologies we're deploying on the all-new Focus.  Not only was the media surprised, but different people around the stand said that a lot of executives from competitive companies – both domestic and Asian – were really looking closely at the Focus, too. 

Q. What are customers going to appreciate the most about the next-generation Focus?
A. I think the gorgeous new kinetic design just grabs you.  Focus has a real sporty and athletic design that demands your attention.  Once customers see the vehicle, they are really drawn to it.  And then we have the vehicle attributes to back it up:  best-in-class interior, craftsmanship and quietness; best-in-class fuel economy; great safety; unparalleled technology; and great driving dynamics.  Focus is a great package all the way around. 

Q. What are some of the technology that will available on the new Focus?
A. Focus will get a tremendous amount of technology.  We're doing this for several different reasons.  First, is to ensure we can deliver the attributes of the vehicle, so we're using technology such as active grille shutters, EPAS (electric power-assisted steering), dynamic cornering control and direct-injection gas engines.  Also, many of our customers are downsizing their vehicles from larger, premium segments, and they don't want to have any compromises for the features they are used to.  We will not disappoint them.  We’re going to have a suite of features for them, ranging from rain-sensing wipers to passive keyless entry to engine Push-Button Start to eight-inch navigation touch screens.  Finally, from a technology deployment perspective, we really think it's important to distinguish ourselves in the C-car segment and drive improved revenue and profit. 

Q. How is safety built into the structure of the new Focus?
A. Safety is one of our key pillars, and we take that very seriously.  Fifty-five percent of the Focus body structure is made of high-strength steel.  In fact, right now the Focus uses more ultra-high-strength steel than any other vehicle in our lineup.  The Focus Trinity safety cage is a philosophy adopted from the Ford Taurus.  The cage is an innovative energy-absorbing structure that allows us to absorb and redirect crash energy around the passenger compartment, providing a safe cocoon for all vehicle occupants. 

Q. What is it like working on the next-generation Focus, which is the first truly ONE Ford global vehicle program?
A. It's been challenging, but it's also been a very tremendous and rewarding opportunity for the entire team.  It's been great to leverage the small-car experience we have in Merkenich, Germany (Ford’s Product Development Center in Europe).  It's really accentuating the one team, one plan, and one goal perspective.  We're really leveraging our corporate global assets around the world. 
 
Q. Who is the target customer for Focus and how does the car fit in our lineup with the new Fiesta?
A. We believe the Fiesta and Focus complement each other. Fiesta will be slotted underneath Focus from a price and size perspective.  The target customer for Focus is a little bit older than a Fiesta customer.  Focus customers also tend to be professionals.  Some of them have smaller families.  A few are even empty nesters.  We think we will have a great B- and C-car lineup with Fiesta and Focus. 

Q. Will the next-generation Focus offer an EcoBoost engine?
A. Globally, we will offer a suite of engines, including gasoline, diesel and EcoBoost.  At the North American International Auto Show, we introduced an all-new 2.0-liter direct-injection gasoline engine for the new Focus in this region.  That's what we will be using as we head into the North American production launch.