Buyers under age 25 have accounted for a quarter of the entry-level car's U.S. sales since its debut in September 1999, says Bob Fesmire, Focus brand manager since spring 2000. He attributes the continuous hype for the car to a two-year "episodic launch" for Focus, with spikes of publicity sparked by concert sponsorships and special limited-edition models such as the Kona mountain bike version.
A partnership with Hachette Filipacchi Magazines last February brought more than 110 million impressions on Ford's focus427. com. The promotion let up-and-coming fashion designers use Focus parts to design apparel and accessories. Another Focus episode arrived in January at the Sundance Film Festival. Three independent directors each created a short film with Focus. The films also appeared on focusinfilm.com. WPP Group's J. Walter Thompson USA, Detroit, handles Focus' advertising.