2014 Ford Focus ST Bringing in Younger Buyers

By | November 07, 2013
In its first year of sales, the 2014 Ford Focus ST has managed to create some major buzz with car shoppers under the age of 35. The Focus ST now has the highest competitive conquest rate of all Ford non-hybrid vehicles, with its largest markets located in Los Angeles, Detroit, Houston, and Orlando. Sales for the 2014 Ford Focus ST have almost hit 12,000 units since its launch, and nearly two-thirds of all ST buyers traded in a non-Ford vehicle. Thirty-two percent of Focus ST buyers are under age 35, while the same age group accounts for only 22 percent of all Focus buyers. The average annual income of ST buyers is $127,000, or $20,000 more than all Ford buyers. Added to this success, the Focus ST draws customers to showrooms when they are shopping for other Ford models. "It's having the kind of halo effect for other vehicles we'd hoped for when we invested in the ST brand. 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," said John Felice, vice president, U.S. Marketing, Sales and Service, in a recent statement. The Focus ST joins the ranks of the 2014 Ford Fiesta ST that offers 197 horsepower from a 1.6-liter EcoBoost engine. Both the Focus ST and Fiesta ST offers a buying experience that includes complementary precision driving instruction at Miller Motorsports Park in Toole Utah, including classroom instruction and karting and autocross driving lessons from professional instructors. Source: Ford