AM Online

Ford phases out Ghia

Ghia, the name given to Ford’s best-equipped, top end models is gradually being phased out in favour of Titanium.

There is no Ghia model in the line-up of the redesigned Ford Focus and the name has already been dropped from the S-Max.

From 1973, the Ghia name became Ford's top-line brand in its mainstream model range. The trend began in Europe with the Granada Ghia and Capri Ghia but soon spread through the model range and worldwide, particularly to the United States, South American and Australian markets.

Roelant de Waard, Ford of Britain managing director, said the Ghia name was being dropped as the company looks to reduce the number of model variants.

He said: “With Focus the number of variants will come down from 107 to 82. The LX specification is also being dropped as all models will be well-equipped.”

Style and Zetec Focus models are expected to take the lion’s share of sales at 38% and 36% respectively. Titanium versions are expected to account for 18% of sales when the new Focus goes on sale at the beginning of January.

The ST and a coupe convertible model will follow in March as will Ford’s new Powershift, double clutch automatic transmission.

On the road prices will start from £11,945 which de Waard said does not represent a significant rise as ESP, a £250 option on the former model, is now standard on all models.

A relatively early redesign for the Focus was explained by Martin Smith, Ford of Europe’s executive director for design.

“We wanted to bring Focus into our kinetic design family as soon as possible. It is the best selling car in the C-segment in the large Western European markets and so represents a highly important product,” he said.

AM's road test of the Focus facelift will feature in the December 21 issue of AM.

  • Click here to see the full Ford Focus facelift gallery.

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