Ford Focus outperforms rival diesel compacts

The Ford Focus is one of the best-selling hatchbacks in the world, with its potent diesel engine enhancing both its fuel efficiency and driving appeal.

In recent years, the blue oval brand has made relentless efforts to shed its “gas-guzzler” image among Korean drivers as it launches strong diesel-powered models into the market.

The Ford Focus is the carmaker’s first diesel-powered compact to hit the Korean market and has begun driving up Ford’s overall sales.

Along with its sleek styling, the car’s most important virtue is its class-leading fuel efficiency.

Ford’s own Duratec TDCi diesel engine allows for fuel-efficient combustion, resulting in a fuel economy of 17 kilometers per liter. 

Neither does the engine compromise on performance.

The carmaker joined hands with Germany’s Getrag to develop a powerful 6-speed powershift transmission. As a result, the car churns out 163 horsepower and a maximum torque of 34.7 kilogram meters.

The Focus also features a standard torque vectoring control system that actively splits power between the wheels to maximize traction and increase performance.

In a bold move to prove its diesel supremacy, the Korean unit of Ford has taken an aggressive approach ― comparative advertising with the Volkswagen Golf, the best-seller in the segment.

That may sound provocative. But the Focus actually outperforms its German rival in almost every respect, according to Ford’s advertising.

Its fuel efficiency of 17 kilometers per liter is higher than the Golf’s 16.7 kilometers per liter.

The guarantee period is three years for the Golf, while the Focus’ warranty is good for five years or 100,000 kilometers.

The Focus, with a price tag of 30.4 million won ($29,104), is also cheaper than the Golf, which is priced at 33.4 million won.

“The diesel-powered Focus, equipped with both better fuel economy and powerful driving performance, is a perfect fit for Korean drivers,” said Jung Jae-hee, the chief executive of Ford Korea.

“The car will continue to outperform its rivals in the soaring diesel compact segment.”

In 2013, the Focus was the world’s best-selling vehicle, according to the international market research firm IHS Automotive.

Registrations of the car increased 8.1 percent, with sales of about 1.1 million vehicles globally last year, up from about 1 million units in 2012.

In Korea’s soaring import car market, Ford is the fifth-largest carmaker, after the powerful “German Big Four” ―BMW, Mercedes-Benz, Audi and Volkswagen.

The company sold 7,214 vehicles last year, up 40 percent from a year ago. By the first half of this year, it had already sold some 4,200 vehicles.

By Lee Ji-yoon (jylee@heraldcorp.com)