Ghia, the name given to Ford’s best-equipped, top end models is gradually being phased out in favour of Titanium.
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There is no Ghia model in the line-up of the redesigned Ford Focus currently being launched in the South of France and the name has already been dropped from the S-Max.
Carrozzeria Ghia SpA, established 1921 in Turin, is one of the most famous Italian design and coachbuilding firms.
From 1973, the Ghia name became Ford’s top-line brand in its mainstream model range. The trend began in Europe with the Granada Ghia and Capri Ghia but soon spread through the model range and worldwide, particularly to the United States, South American and Australian markets.
Ford of Britain boss Roelant de Waard said the Ghia name was being dropped as the company looks to reduce the number of model varients it makes available.
“With Focus the number of variants will come down from 107 to 82. The LX specification is also being dropped as all models will be well-equipped.
Style and Zetec Focus models are expected to take the lion’s share of sales at 38 per cent and 36 per cent respectively. Titanium versions are expected to account for 18 per cent of sales when the new Focus goes on sale at the beginning of January
Sporty ST and a coupe convertible models will follow in March as will Ford’s new Powershift, double clutch automatic transmission.
And an RS performance version? “We would love to have one,” said de Waard, “but the business case has to be developed first.”
Focus celebrates its 10 anniversary in 2008 and is the UK’s top seller. In fact one in every 20 cars sold in the UK is a Ford Focus
On the road prices will start from GBP11,945 which de Waard said does not represent a significant rise as ESP, a £250 option on the former model, is now standard on all models.
A relatively early redesign for the Focus was explained by Martin Smith, Ford of Europe’s executive director for design.
“We wanted to bring Focus into our kinetic design family as soon as possible. It is the best selling car in the C-segment in the large Western European markets and so represents a highly important product,” he said.
Smith describes kinetic design as “fullness of surfaces with a dynamic and bold face which gives Ford vehicles solidity and a sense of purpose.”
Kinetic design goes back to 2005 after Smith joined the company from GM and developed the Iosis concept car, the forerunner to the new, and highly successful Mondeo.
