Study: Ford profiles surprisingly affluent Focus ST buyers

Filed under: Performance, Hatchback, Ford

Many Ford Focus ST buyers are young and affluent.

It comes as no surprise when Ford says that 32-percent of Focus ST buyers are under 35, but we weren’t expecting this: the average annual salary of Focus ST buyers is $127,000. Twenty-two percent of non-ST Focus buyers are under 35, while their average annual salary is $67,000.

We like the Focus ST because it has 252 horsepower, is genuinely fun to drive and offers great value for performance-minded car enthusiasts; facts that are not lost on customers, it seems. Ford says that the Focus ST has the highest percentage of conquest sales for a non-hybrid model it sells, and that the top-four trade-ins are from Honda, Chevrolet, Mazda and Toyota. Demand for the hot Focus is strongest in Los Angeles, Detroit, Houston and Orlando.

“[The Focus ST is] having this kind of halo effect for other vehicles we’d hoped for when we invested in the ST brand,” says John Felice, vice president of US marketing, sales and service, because it’s helping to boost sales of other Ford vehicles.

Take a look at the press release below to read more about the trickle-down effects of the ST brand.

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Ford profiles surprisingly affluent Focus ST buyers originally appeared on Autoblog on Fri, 08 Nov 2013 17:44:00 EST. Please see our terms for use of feeds.


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