2014 Focus ST Stealing America’s Youngsters, Ford Says

2014 Ford Focus ST 1 photo
Photo: Ford
Now that the Ford Focus ST has concluded its first year of sales in the US, the Blue Oval is thrilled with the hot hatch’s Casanova reputation. Ford is telling us that the Focus ST is bringing new and younger buyers to the brand.
The company explains that the ST has had the highest competitive conquest rate among non-hyrbird vehicles in the Ford line-up. The go-fast Focus managed to convince a bit under 12,000 customers through October.

The Ford Focus ST enjoyed the biggest success in Detroit, Los Angeles, Houston and Orlando. Ford explains that 65 percent of the customers traded in a vehicle from another brand to purchase their ST, hence the highest percentage of conquest sales for a non-hybrid Ford vehicle. The list of most traded-in brands includes Honda, Chevrolet, Mazda and Toyota.

Unsurprisingly, the Focus ST targets a young audience. 32 percent of the buyers are under 35, while 22 percent of non-ST owners are situated in this age range.

“It’s having the kind of halo effect for other vehicles we’d hoped for when we invested in the ST brand,” said John Felice, vice president, U.S. Marketing, Sales and Service. “We continue to build through word-of-mouth and terrific reviews. As an affordable high-performance vehicle that can serve double duty as a daily driver, it has no equal.”
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About the author: Andrei Tutu
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In his quest to bring you the most impressive automotive creations, Andrei relies on learning as a superpower. There's quite a bit of room in the garage that is this aficionado's heart, so factory-condition classics and widebody contraptions with turbos poking through the hood can peacefully coexist.
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