Review of the fourth-generation Ford Focus

When the first Ford Focus replaced the long-running Escort in 1998, it proved a major success, becoming the UK’s best-selling car for several years.

In recent times, however, the smaller Ford Fiesta has dominated the top of the UK car sales charts. In 2017 the Focus relegated to third behind one of its direct rivals, the Volkswagen Golf. With the new Focus, Ford believes it can return its family hatch to the number one spot.

The fourth-generation Focus faces ever-greater challenges, however. Its traditional rivals, such as the Volkswagen Golf and Vauxhall Astra, have been joined by new contenders such as the latest Ceed from Kia, while competitive finance and PCP offers are now also allowing traditional Focus buyers to consider cars from premium brands such as Audi and BMW.

Sales director Kevin Griffin, however, is confident that the new Focus will provide a means to beat these challenges. “To me this car puts the armoury back in the product for Ford,” he sai.

“The car is lighter, stronger and roomier in the same exterior dimensions. It has the best aerodynamics, and it is the best-looking car. Its technology is relevant, giving customers what they want. The Focus has been a best seller for nine out of the last 20 years, only to be superseded by the Fiesta.”

Roominess is expected to be the major selling point of the car, alongside technology, the Focus debuting several innovations to the brand. These include FordPass Connect, an embedded modem and phone app that offers such functions as remote starting and locking, tyre pressure and fuel level checking. Further new technology includes adaptive cruise control with a stop-start function, an updated automatic parking system and adaptive headlamps that can reshape their beam according to road sign information.

The new Focus has already earned a five-star Euro NCAP safety rating – autonomous emergency braking is standard on all models while safety technology available includes slow-speed evasive steering, blind spot and cross-traffic alerts and a 180-degree view rear camera.

The Focus will be offered as a family of cars – alongside the core five-door hatch will be the Vignale model aimed at the premium market, and for the first time an Active version, with SUV styling and a raised ride height. Engine choices currently number eight.

The overall the Focus range has been significantly simplified, and dealers will have some 92% fewer individual ordering options to learn and offer to buyers.

Ford is also pitching the Focus on value. The £17,930 starting price of the entry-level Style is £2,300 cheaper than the outgoing base version. Prices have also been cut by £850 on the Zetec models, and £250 on

ST-Line variants, these two grades earning 55% of Focus sales.

“There is a great opportunity with this car for us to stand in front of our fleet and retail customers and engage them with an incredible piece of technology,” Griffin adds.

“I’m asking my dealers to make use of that technology to make sure it’s relevant to our customers so we can really drive the business forward.”