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Power Profile: Ford Focus

Power Profile: Ford Focus

By Christian Wardlaw, May 31, 2016

Entering its fifth model year since a complete redesign, the 2016 Ford Focus continues in 4-door sedan and 5-door hatchback body styles. Buyers can choose between S, SE, and Titanium trim levels. Ford also sells the Focus in performance-tuned ST and RS trims, and as the Focus Electric, an electric car with 76 miles of driving range per charge, according to the automaker.

For 2016, a reversing camera is standard equipment, and the Focus Electric adds numerous standard features to improve the car’s value equation. A new Sync 3 infotainment system debuts, complete with dual quick-charge USB ports, and the optional 1.0-liter EcoBoost engine is now offered with an optional automatic transmission.

The Focus RS debuts for 2016, a performance variant equipped with a turbocharged, 2.3-liter 4-cylinder engine making 350 horsepower and 350 lb.-ft. of torque. The Focus RS also comes with all-wheel drive, dynamic torque vectoring, drift mode, and a full mechanical, functional, and cosmetic performance makeover.

These changes could help the Focus improve upon its performance in the annual J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) Study.SM In 2015, the Focus ranked 12th among 19 Compact Cars in terms of overall appeal.

If you’ve ever wondered who buys this car, and what owners like most about them, this Ford Focus Power Profile will provide some insights.

Who Buys the Ford Focus?
According to J.D. Power research data, Focus buyers are predominantly men (70% vs. 56% for the segment); older, with a median age of 55 years (vs. 49 for the segment); and wealthier, with a substantially greater median annual household income ($94,375 vs. $72,719).

Perhaps reflective of its available hatchback body style, 50% of Focus owners identify themselves as practical buyers, compared with 26% for the segment. Among Focus buyers, 84% agree that they need a versatile vehicle that accommodates their busy lifestyle vs. 77% for the segment.

Additionally, 13% identify themselves as performance buyers, compared with 9% for the segment. More Focus buyers agree that family and friends think of them as someone who knows a great deal about autos (68% vs. 54%), and more agree that they like a vehicle that offers responsive handling and powerful acceleration (92% vs. 85%).

Design, environmental friendliness, and safety are also important to Focus buyers. J.D. Power data shows that more Focus buyers than segment average agree that they like a vehicle that stands out from the crowd (79% vs. 63%); more are willing to pay extra for a vehicle that is environmentally friendly (68% vs. 59%); and more are willing to pay extra to ensure their vehicle has the latest safety features (79% vs. 72%).

Finally, more than twice the number of Focus buyers, compared with the segment average, agree that they prefer to buy a vehicle from a U.S. company (82% vs. 40%).

What Do Owners Most Like about the Focus?
Based on the results of the 2015 U.S. APEAL Study, and according to the people who own one, the five most appealing attributes of the Ford Focus are (in descending order) exterior styling, engine/transmission, interior design, driving dynamics, and visibility and safety.

Additional Research:

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