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Grounding Nissan Honda
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We'll spare you the drama, the new Ford Focus sedan is very good indeed, but you've probably clued in to that already. The main question - and one that's asks of many Ford products - is whether the Focus can replicate its success in Europe and take on the might of Toyota and Honda in Asia. Overcoming its modest brand image in the passenger car segment will be key. Remember the Laser/ Lynx? That was a good steer too, yet for all its generous cabin space, class-leading driving dynamics and decent quality, there were few takers. So this time round, Ford isn't mucking about with rebadged Mazdas, only the most successful passenger car in Blue Oval's recent history would suffice, a true global Ford car that has sold over five million units around the world.
In return, we won't muck around with what we think on the looks either. When the new five-door hatchback Focus was unveiled in Europe late last year, we were lukewarm about its appearance. Ford took the safe route, eschewing the previous generation's cutting-edge design. So indistinct are the aesthetics (of the European model) that this writer strolled past the saloon's debut at this year's Geneva Motor Show without realizing that it would be the car tasked with reviving Ford's fortunes in passenger saloons. We were worried.
Fast forward to last month's media preview in Thailand and let's just say the sigh of relief was all too palpable when the curtains were drawn. It's telling how minor aesthetic tweaks can significantly alter the appeal of a car. No, the Focus still isn't gorgeous, but with the Asia-specific clear lens tail-lamps and chromed grille, it is much more palatable, attractive almost. If you have already gotten the cheque book out, then the optional body-kit (as seen on our test car) is a must have, it adorns the Focus with much-needed presence. Ford officials did point out that while the previous generation focus captured the imagination of many, its controversial styling divided opinions, it would seem the risk of alienating the masses was just too big a gamble.
The mission to capture a wider audience (read the Corolla and Civic crowd) also warranted a more 'mature' interior design. The judicious application of 'wood' of a subtle shade, two-tone colour scheme mid smattering of brushed aluminum accents on the Focus cabin is right on I lie money and tastefully executed. The quality is generally good as well, though some plastics aren't quite Japanese slick (such as the air-con vent flaps and switchgear), but the four-spoke leather steering is good to grip, while the main controls are laid out logically and easy to master. The amenities and equipment list is also generous and thoroughly contemporary, courtesy of the 'Ghia' specs. There's a useful trip computer, a CD player that stacks six, accompanied by satellite controls on the steering column, a dual-zone automatic climate control system with rear air-con vents, clever little cubby holes front and back, a rear bench that folds flat.
Have you ever gotten into a new car and felt immediately at ease by how it drives? We reckon the Focus will do that to you. Apart from the seats that should be more supportive, the relation of the primary driving controls - steering, brakes and throttle - is spot-on, the sensation isn't dissimilar to say getting into a BMW 3-Series and attaining the confidence to nail all the corner apexes on your way home. The steering might have surrendered some purity and feedback of the original rack in the transition to electric-hydraulic power, but it is no less accurate, and weighs up nicely as the speed increases.
Like its forebear, the new Focus offers a blend of ride comfort and sporty handling contemporaries will find hard to match. It is often debated whether these qualities might be wasted on the average owner who will only deploy the Focus on daily commute to work or the supermarket, which is likely the case, but anyone in the Focus can appreciate the supple (but not soft) ride, the responsive steering, the high resistance to under steer and roll, and the control and ease of modulation when braking. All of which makes the Focus an exceptionally easy drive, and an even more rewarding one for keener drivers.
The flipside to good handling is that it exposes power deficiencies more readily, and while the 130bhp/ 165Nm 1.8-litre Duratec four-cylinder performs adequately in town, on open roads, you'll be wishing for some extra grunt. An additional forward ratio wouldn't have gone amiss either, but the four-speed auto is thankfully well-paired with the engine characteristics, and both go about their tasks in a refined, Toyota-like manner. You can dictate matters with the sequential 'manual' shift, of which we discovered that the top speed of 190km/h of the Focus is best achieved by leaving it in third.
If the second coming of the Focus is more grounded with a sales pitch targeted at 'regular' car buyers (the sportier 2.0-litre five-door hatchback will follow in a month's time), then it is wholly intended. The new Focus sedan is here for the long haul, styled and tuned for Asia, produced in Philippines, with the lofty objective of giving the Japanese a run for their money. We think it is good enough even if it means being a little less flamboyant.
Kenji Alexis has been writing car reviews for close to 10 years. Come visit his latest website over at http://www.motorstop.asia to check out the in depth Honda cars reviews and all the latest automotive news.
Big Three Lose Ground in Home Market
When the U.S. sales figures for June were released, three things were made apparent: the market is down; pickups need more incentives to sell; and domestic automakers are losing ground in their home market.
In June, Detroit’s Big Three was deeply wounded again by declining sales while the Toyota Motor Corp., Honda Motor Co., and the Nissan Motor Co. saw double-digit increases. The General Motors Corp. sales fell 21.3 percent compared with June of 2006, while the Ford Motor Co.’s sales dived 8.1 percent and the Chrysler Group’s dropped 1.4 percent. Meanwhile, Nissan posted an enormous 22.7 percent raise, Toyota saw a 10.2 percent gain, and Honda sales rose 11.5 percent.
According to Autodata Corp., Ford barely managed to hold off Toyota as the nation's second largest auto seller in June and for the first half of the year, but Toyota narrowed the gap from 319,208 vehicles in the first half of 2006 to only 39,558 in the first six months of 2007. The declines for GM and Ford came as they continued to wean themselves from rental car companies.
Paul Ballew, GM's executive director of global market and industry analysis, blamed the decline on the company's planned reduction in fleet sales and a tough comparison with June of 2006, when the company offered a big 72-hour sale.
GM also was surprised that Toyota offered zero-percent financing for 60 months, which cut into GM's pickup truck sales, Ballew said. The company may wind up altering its strategy of offering fewer incentives on pickups, he said. "If we have to make some changes in our incentive play, we will, because we are not going to cede ground in a category that we feel we're best in class in," he said.
GM's top-selling pickups, the Chevrolet Silverado and GMC Sierra, saw declines of more than 20 percent, while sales of the Toyota Tundra increased 146.3 percent. According to the Edmunds.com automotive Web site, GM had about $3,600 worth of incentives on the Sierra and Silverado 1500 models, but Toyota bumped its Tundra incentives to an average of just over $5,000.
The largest American automaker said that a bright spot was its new large crossovers, the Saturn Outlook, GMC Acadia and the Buick Enclave, all of which are selling faster than the company can make them.
Then again, Ford said that sales of its F-Series pickup, the best-selling vehicle in the U.S., dropped 0.5 percent. But its Focus small car increased by 20 percent. Trusted Ford spoiler, powerful engines, efficient radiator, and other auto parts pushed the car’s sales upwards.
Ford's daily rental sales dropped 39 percent compared with a year ago as it continues toward its goal of sinking rental car sales, reducing such sales by 89,000 during the first half of the year and 22,000 in the month of June. "It more than accounts for the decline in Ford sales this month," said George Pipas, Ford's top sales analyst.
Additionally, the DaimlerChrysler AG said that Chrysler car sales were up 55 percent but truck sales nearly offset the gain. Jeep brand sales were up 19 percent, led by the new four-door Wrangler, the company said.
Jim Lentz, the executive vice president of Toyota's U.S. division, said that the automaker expects to reach its goal of selling 200,000 Tundras this year. It hopes to reduce incentives as awareness grows but also could respond if the competition makes changes. "It all depends on what they do with their incentives, what the segment is doing, and what the customer is demanding," Lentz said. The Japanese automaker had the best June ever for its car sales, which were up 8.9 percent over the same period in 2006.
About the Author
Anthony Fontanelle is a 35-year-old automotive buff who grew up in the Windy City. He does freelance work for an automotive magazine when he is not busy customizing cars in his shop.
Car Sales: Is low really the new normal?
"Many analysts, dealers and executives believe the industry is actually healthier selling far fewer cars." -- Auto Industry Adjusts to New Normal: Low Sales , NPR, June 24, 2011
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