Ford Motor Co.'s Ford Division, Detroit, signed two co-branding deals for its Focus small car. The deals reflect the car marketer's move to customization of mass-market vehicles as buyers demand more personalized autos. Ford is teaming with Kona Mountain Bikes for a special-edition Focus that comes with a bike. The two plan co-marketing programs and are linking their Web sites. The Focus Kona arrives in dealerships in May. Separately, Ford inked a deal with Sony Electronics for a 7,000-unit Focus model. It will come with exterior decals identifying it as a limited edition and will feature a Sony Xplod sound system.
Copyright January 2000, Crain Communications Inc.