The first-generation Ford Focus sold four million units around the world and was the UK's best-selling car but it never made a great impact here. The imported car trickled out of local showrooms compared to class favourites like the Toyota Corolla and Volkswagen Golf.
Ford South Africa aims to make amends with the second generation Focus, launched here in May. It's a good enough car to steal market share from its rivals on every objective level and only subjective factors such as badge loyalty and outdated consumer perceptions will prevent it from selling in large numbers.
The new Focus is home-built at Ford's Silverton factory in Pretoria in an eight-model sedan and hatchback range (one more than previously), and will be exported to Australia and New Zealand.
The car's very competitive pricing should be a shining beacon to buyers - the new Focus is only marginally more expensive than its predecessor and in some versions the prices haven't risen at all.
The 2.0 TDCi Si turbodiesel tested here costs R194 900, less than two grand more than the 1.8-litre unit it replaces in the old Focus range, yet it's significantly more powerful, with a more spacious cabin and extra features.
The 2.0 Duratorq engine is also fitted to the Focus Ghia sedan (R219 900) and Si hatchback, a sportier model that rides on a harder suspension. It's grown only 200cc in size but its power delivery has improved substantially - from from 85kW to 100kW ower and from 250Nm to 320Nm in torque.
In addition there's an emergency 20Nm held back for sudden bursts of acceleration when overtaking. That puts the Focus at the upper end of the muscle scale in its class and only the much more expensive R227 820 VW Golf Tdi Sportline can match its power and torque outputs.
It's a real gem of an engine, very strong and very economical; as trip from Durban to Johannesburg returned a fuel consumption of only 6.5 litres per 100km.
It's a willing, spirited performer, shooting past slower traffic on the freeway - it's so responsive the car really needs cruise control, it's so easy to shatter the speed limit inadvertently by just tickling the throttle, even in sixth gear.
Ford says the car is good for a 205km/h top speed and will reach 100km/h in 9.3sec.
It's quite user-friendly around town too; at Gauteng altitude there's a dead spot before the turbocharger kicks in, but at sea level this turbo lag disappears completely.
Tyre roar
The engine's as smooth as a single malt whisky when cruising but sounds like tractor at idle, as do most diesels. The streamlined body cuts quietly through the air and there's little wind noise but notable tyre roar at high speed.
Light controls make the Focus a breeze to jostle through traffic. The electro-hydraulic power steering is speed-dependent, lightening up for easy manoeuvrability around car parks but becoming heavier at speed to improve stability.
The new Focus is a very handy car through corners, like its predecessor. It's safe and settled, thanks to ABS brakes and traction control, but when you turn up the wick it rewards you with crisp, taut handling.
The stiffer suspension of the Si prevents excessive body roll while still assuring decent ride comfort.
Detail changes
The styling of the new Focus is an evolution, a case of significant detail changes rather than a drastic new design. It's an attractive shape with athletic intent and a dash of aggression thanks to widened wheel arches and crouched stance.
It has more sex appeal than a Golf or a RunX, but doesn't quite show its nipples like an Alfa 147.
The interior is pleasant but a little plasticky in places, especially compared to a Golf. The instruments look good and the obligatory soft-touch materials are used but some of the plastic trim isn't up to the standards of the class.
Robust and solid
The car developed a couple of small interior rattles but felt robust and solid overall; Ford says it has 10 percent more torsional stiffness than its predecessor.
The seats are pleasantly nicely supportive and there's no problem finding a comfortable driving position thanks to the height and reach-adjustable steering wheel.
The cabin is roomy - larger than the previous model - it and so is the boot. The Focus hatch easily accommodated four people and their baggage when we took it for a weekend getaway.
The wheelbase is 25mm longer than that of the old Focus and track 40mm wider, which has improved knee and shoulder room, while the 385-litre boot (282 litres with a full-sized spare wheel) is 10 percent larger.
The glovebox holds a generous 12 litres and there's an array of storage nooks and cup holders in the cabin.
The Focus Si package includes air conditioning, electric windows and a radio/CD system with a unique shape and coding systems that will only work in a Focus - making it useless to thieves, Ford says.
Useless audio controls
Unfortunately, the audio controls on the steering wheel are quite useless too as they're mounted nowhere near where your hands should be - you end up seldom using them.
Another ergonomic faux pas is that reverse gear is located right next to first and there's no interlock to prevent accidentally selecting reverse instead of first - or vice versa.
All new Focus models come with front seatbelt pre-tensioners and load limiters, and front crash bags; all except the baseline 1.6 Ambiente also have side crash bags.
There's an emergency braking system that applies full brake pressure when it senses an emergency from the speed of movement of the driver's foot. Ford says it reduces stopping distance by up to 40 percent over the previous Focus.
Summary
Turbodiesel cars are making more sense than ever with today's rocketing fuel prices thanks to their economy, not-too-shabby performance and ever-improving refinement.
The turbodiesel Focus Si delivers value for money in this hyper-competitive class, with more power and a lower price-tag than its rivals. It's one of the best buys in this league, and hopefully Ford can maintain its aggressive pricing for some time.