Ford “Swiss Army Life” Hatches Sharpen Performance

BRENTWOOD, U.K. – Drawing on the Swiss Army knife as a symbol of their versatility, Ford is finding increasing numbers of European buyers of performance versions of its best-selling hatchback models.

Ford believes these car buyers want to be prepared for all eventualities and are choosing high-specification models such as the Focus RS, Focus ST and Fiesta ST to underscore what the automaker calls a “Swiss Army Life” lifestyle.

Latest sales data reveals hot-hatch sales across Europe are booming with more than 22,200 Focus RS, Focus ST and Fiesta ST models sold during the first nine months of 2016, Ford says. Orders for the 350-hp 2.3L EcoBoost Focus RS alone have exceeded 9,100 since launch.

Customers appear to be attracted by the premium levels of equipment and technology that come with the performance models, which also offer powerful engines and driving experiences with improved ride comfort and driving dynamics over standard models.

The trend also has been driven by the three main hot-hatches now available in 5-door versions.

Ford says among the most attractive technologies drawing customer demand is its Sync communications and infotainment systems, Quickclear windshield for defrosting in winter weather and heated seats.

The automaker’s data shows the average age of hot-hatch customers has increased from about 38 in 2010 to 42 in 2016, and 8% more women bought hot hatches in 2015 compared with 2010.

Ford futurist and global consumer trends manager Sheryl Connelly has identified a trend toward durable, multifunction products that meet customer desire for a “Swiss Army Life.” Thus the Swiss Army knife reference in the tweaked tagline.

“The Swiss Army Life is all about self-reliance,” she says. “In response to the trend, consumers are increasingly drawn to products that deliver in terms of versatility, adaptability and utility (and) “can support them through many different lifestyles and life stages.”