The evolution of Ford's almost 'all new Focus'

Ford has been forced to justify describing the facelifted Focus as the "The all new Focus" in advertising posters, after a complaint from a member of the public.

The Advertising Standards Authority of Ireland (ASAI) said in its latest monthly bulletin that the complainant had checked with Ford which admitted that the model being advertised did not contain all new parts.

"He felt that, while it was correct to say that it was new, it was not all new," according to the ASAI complaint bulletin. He was also concerned at a similar approach used for advertising the Ford Transit van.

In response to the complaint, ad agency Ogilvy & Maher, on behalf of Ford, detailed the make-up of the car to the advertising body.

The Focus, it said, was 70 per cent new. Compelling evidence, it felt, that the product was indeed an "all new product" and could be described as such.

Of the 3,724 parts that go to make up the Focus, 2,611 parts are new, according to Ford. Exactly 548 parts, or just 15 per cent, are "carryover" parts from the old Focus or other models, and another 565 parts are items such as industry standard nuts and bolts. Ford says new parts include the chassis, suspension, powertrain, electrics, interior and exterior.

The ASAI agreed that the motor company could describe the latest Focus model as "all new". "The committee noted the advertiser's response, and considered that since only 15 per cent of the entire car consisted of existing Ford parts and the fact that all of the major internal components, the body shell and interior were new, the advertising would not be likely to mislead consumers," it said in its ruling.

Ford unveiled the Focus II late last year, saying it represented "evolution, not revolution" as a means of explaining its remarkable similarity to the original Focus. The Focus I was a huge departure from the dull but dependable Escort when it was launched in 1998.