2012 Ford Focus At $16,995, $24k Loaded: Is Fiesta Still Relevant?

October 5, 2010
The 2012 Ford Focus has been priced, and it starts at just $16,995—precisely matching the base price of the 2011 Chevrolet Cruze. That's the word, after Ford soft-launched a consumer site—already live, with detailed information—for next year's Focus, with the site including some pieces of information that hadn't yet been announced to the press or the public.

The Focus is already looking to be a sportier, more design-savvy rival to the Chevy Cruze. Unlike the Cruze, which has made its debut in the U.S. only as a sedan—with no plans to bring the attractive hatch—the Focus will be launched in both sedan and five-door hatch body styles.

The consumer site—which reveals itself as a intentional marketing tool, not a leak, on closer look—shows a $500 Focus Technology Rebate, good on orders placed between October 1, 2010 and February 28, 2011 for those placing an order on any model other than the base Focus S.

A feature sheet displays standard feature and option availability for the Focus S, SE, SEL, and Titanium. In following a U.S. market trend, the five-door hatch will be more expensive than the sedan and won't be available in base-model S form. Prices range from just $16,995 for the 2012 Ford Focus S sedan up to $23,490 for the Focus Titanium five-door ($725 destination included).

Base 2012 Ford Focus S models will include a five-speed manual transmission, front disc/rear drum brakes, steel wheels, air conditioning, a four-speaker CD sound system, and tilt/telescopic steering wheel. Higher trims will add alloy wheels, disc brakes, MyFord Sync, dual-zone climate control, a universal garage-door opener, sport seats, Sirius Satellite Radio, HD Radio with iTunes Tagging, and a premium Sony sound system. Premium Packages can add rain-sensing wipers, reverse sensing, and leather upholstery to top trims, while a moonroof and voice-activated nav system are also on the options list.

Although the base Focus starts at a price about $3k higher than the base 2011 Ford Fiesta, that puts it a loaded Titanium at just about a thousand bucks higher than a fully optioned Fiesta. The 2012 Focus is expected to get up to 40 mpg on the highway—the same as the Fiesta. Will shoppers still be drawn to the smaller model?

The Focus will reach dealerships in Spring 2011, and look for more details and teases to be released at the time of the Detroit and Los Angeles auto shows.


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