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Old 05-17-2011, 09:36 PM   #1
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Focus Target Market

Just read an interesting article about the target market for the '12 Focus. Here's an excerpt:

<<Rightsizing

For starters, the new Focus is on the leading edge of a grassroots trend called “rightsizing” — defined as the shift from larger cars to smaller cars. As consumers rightsize their vehicles, they expect the same features and creature comforts in smaller vehicles as were available on their larger cars and trucks. As such, features that have been typically reserved for up-market (read: larger) vehicles are now making their way down into smaller cars to give rightsizers what they’re looking for. As you may well know, the new Focus is on the bleeding edge of this trend with SYNC, automatic parallel parking, rain sensing windshield wipers, backup camera, and keyless entry, among others.

In effect, rightsizing is driving greater demand for C-segment cars with more features, higher quality, better performance, and greater style. These customers will not sacrifice features and technology and — perhaps most importantly — are willing to pay for and can afford the increased content; this was not the case 10 or 15 years ago, marking a shift in drivers’ buying habits in the United States.

The median age of a C-segment car buyer is 42, with a median household income of $73,000. This runs contrary to the (incorrect) popular belief that high school and college grads are the primary market for C-segment vehicles. The primary purchase decisions of today’s C-car buyers are fuel economy value and cost of ownership, also known as “smart buys.” >>

The entire article is here:

http://fordauthority.com/2011/05/interesting-insights-whats-the-target-market-for-the-new-ford-focus/[/URL]


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Old 05-17-2011, 09:50 PM   #2
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Pretty much nailed me.
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Old 05-17-2011, 10:29 PM   #3
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Pretty much nailed me.
Me too. I fit that median age perfectly.
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Old 05-17-2011, 11:44 PM   #4
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I'm falling a bit under the median (I'm 28) and don't own a home yet, but I wouldn't be suprised if this Focus shifted the median age closer to me though. I guess you could call me a "smart buyer" because according to the article, those are the exact reasons why I went with the 2012.

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Old 05-18-2011, 12:04 AM   #5
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I'm 22... just graduated 10 days ago and starting my job in 3 weeks!
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Old 05-18-2011, 12:05 AM   #6
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I'm 22... just graduated 10 days ago and starting my job in 3 weeks!
Congrats on graduating! Sounds like you've earned this!!

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Old 05-18-2011, 12:32 AM   #7
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Congrats on graduating! Sounds like you've earned this!!

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Thank you!

And yes... this is my graduation present to myself! (Plus my current car is slowly falling apart and I want to get rid of it!)
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Old 05-18-2011, 01:39 AM   #8
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For starters, the new Focus is on the leading edge of a grassroots trend called “rightsizing” — defined as the shift from larger cars to smaller cars. As consumers rightsize their vehicles, they expect the same features and creature comforts in smaller vehicles as were available on their larger cars and trucks. As such, features that have been typically reserved for up-market (read: larger) vehicles are now making their way down into smaller cars to give rightsizers what they’re looking for.
Describes us rather perfectly. We're downsizing from a full-size Five Hundred Limited to a loaded Titanium Hatch. Before the 2012 model year, I would have never considered buying a Focus.
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Last edited by Vincent JG; 05-18-2011 at 01:40 AM. Reason: extra word
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Old 05-18-2011, 05:05 AM   #9
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omg i spent over 1 hour looking through that site!!!
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Old 05-18-2011, 08:34 AM   #10
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I'll skew their medians upward a bit. I'm 49 and make significantly more than $73,000. I could easily afford a much more expensive car, but choose to spend (and invest) my money elsewhere. I fell in love with the luxury compact hatch segment during several business trips to Europe over the years, and I've been waiting patiently for someone to bring one to this side of the Atlantic. I had settled on an Audi A3 and was waiting for a refresh and a long-overdue MMI update when the new Focus arrived and stole my heart.
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