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Fleet interest in new Focus strong

Fleet interest in new Focus is strong reports Ford’s Sales Director Kevin Griffin – but new technology has to be explained
Ford Focus interest strong from fleets


26 September 2018

Kevin GriffinIT’S still early days for the all-new Ford Focus but there has already been a lot of interest from both fleet and retail.

Kevin Griffin, Sales Director of Ford of Britain (left), said: “Focus has been our heartland in Europe for two decades, leading the pack for design, technology and driving fun.

“With mid-size family cars accounting for almost one-in-five sales across Europe last year, Focus remains as important as ever and the new model comes with even better driving dynamics, technology and safety features.

“Along with Fiesta and Focus we have the top two best selling cars in the UK. Fiesta is currently number one and takes a 26% share of its segment. Will Focus overtake it? I do know a lot of Fiesta owners want to move up.”

Griffin expects a split of 40-60 in favour of retail in terms of sales and while there has been an increase in petrol from diesel, he said the shift was not significant.

“The Focus encapsulates everything our customers love about Ford”

He acknowledged that the increase in technology does put extra weight on the shoulder of dealers when explaining it customers.

”We have to tell salesmen to slow down and take the customer in a five step walk around the car to explain everything to the customer.”

He added: “We have increased the training we give to dealers at the Ford Logistics Centre in Daventry and we also have other tools at our disposal. For example, customers can view everything available on the new Focus on YouTube.

“I think customers will really appreciate how engaging the technology on the new car is but just as important if the new design which has stretched the wheelbase but not the overall dimensions. The dash has been pushed forward, the centre console lowered all of which help to provide more knee and shoulder room.”

Griffin said that following the launch of the five-door, the estate version will follow in October/November and then the Active Crossover comes at the beginning of next year – 30mm higher than the standard model thanks to larger tyres an raised suspension.

Read our review of the new Ford Focus

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Chris Wright

Chris Wright

Chris Wright has been covering the automotive industry nationally and internationally for 30 years. Following spells with consumer titles he became News Editor of Automotive Management (AM), Editor of Automotive International, International Editor for Detroit-based Automotive News, and Editor of Dealer Update. He has also co-authored several FT Management Reports and contributes regularly to

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