To get an increased share of this business, Ford decided to give SEMA members extraordinary technical data about Focus so they can better fit their parts and accessories to the car.
Ford Focus product planners took to the streets early in the game to listen to compact-performance enthusiasts, says Jeff Eggen, Ford Focus Marketing Coordinator, and then integrated that information into their product and marketing plans.
"One of our goals with the Focus is to be a major player in the compact performance market," says Eggen. "We knew that the best way to achieve that goal was to offer a high-quality product with outstanding driving dynamics" and "head-turning styling which can be accentuated with aftermarket exterior parts."
Ford thinks "the natural progression of this synergistic relationship is to utilize key aftermarket suppliers to develop and supply unique accessories for niche market mass customization programs," so look for aftermarket specialists all across Canada to step up with new accessories.
Like the hot rod movement of the 40s and 50s, the compact-performance market got started in – surprise – Southern California, where young enthusiasts were looking for something cheap and easy to work with.
This market was called the "Import Performance" segment at first, since cars like the Honda Civic were the dominant players. But serious domestic contenders like the Focus and, to some extent, DaimlerChrysler's Neon have broadened the market.