Ford Says Focus ST Luring Affluent Young Buyers Into the Fold | Edmunds.com
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Ford Says Focus ST Luring Affluent Young Buyers Into the Fold


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Just the Facts:
  • The Ford Focus ST is drawing an affluent young crowd into Ford showrooms, the automaker said.
  • The average annual salary for a Focus ST buyer is $127,000, nearly double the income of the average non-ST Focus buyer.
  • Through October, U.S. sales of the Focus ST are just fewer than 12,000 units.

DEARBORN, Michigan — The Ford Focus ST, the performance variant of Ford's Focus compact car, is drawing an especially affluent young crowd into Ford showrooms, the automaker said.

The average annual salary for a Focus ST buyer is $127,000, nearly double the income of the average non-ST Focus buyer, Ford claims. The company added that Focus ST buyers are young, with 32 percent under age 35, compared with just 22 percent of non-ST Focus owners.

Through October, U.S. sales of the Focus ST are just fewer than 12,000 units.

"The Focus ST is helping to boost sales of other Ford models, drawing customers to showrooms who then buy a different Ford model, most often a Fusion sedan or Escape utility," said John Felice, Ford vice president of U.S. marketing, sales and service.

The conventional wisdom in the auto industry is that once a young buyer embraces a brand, they are likely to stick with that brand for the rest of their life.

The 2014 Ford Focus ST starts at $24,420, including a $795 destination charge, according to the vehicle configurator at www.ford.com.

Edmunds says: The average annual salary of the Focus ST buyer wouldn't be out of place in a luxury-car showroom.

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