Pricing Analysis: 2012 Ford Focus

Michael Karesh
by Michael Karesh

When Chevrolet announced a few months ago that its new Cruze compact sedan would start at $16,995, more than a few people (who likely had not had a chance to personally experience the new car) were shocked. The Cobalt, which the Cruze replaced, had been priced nearly $1,300 lower—and had required incentives to sell at that price. Now Ford has announced pricing for the totally redesigned 2012 Focus, and it starts at…$16,995.

So it seems that Ford has matched Chevrolet’s pricing. But an interesting thing happens when you compare the two cars (along with the Hyundai Elantra and Volkswagen Jetta) using TrueDelta.com’s car price comparison tool:

MSRPFeature AdjustmentAdjusted MSRPDifference2012 Ford Focus S16,995016,995—2011 Chevrolet Cruze LS16,995-1,48515,510-1,4852011 Hyundai Elantra GLS16,800-1,28515,515-1,4802011 VW Jetta S16,765-43516,330-665

It turns out that the base Cruze has about $1,500 in additional content. Features standard on the Chevrolet but not the Ford include:

  • a sixth cog in the manual transmission
  • power rear side windows (front only in the Focus S)
  • knee airbags
  • satellite radio
  • OnStar
  • trip computer
  • center armrests front and rear
  • manual height and tilt for both front seats (driver height only in the Ford)

Most of these features are minor, but they add up. Not factored into these calculations: an additional 24 horsepower in the Focus from its larger (2.0-liter vs. 1.8) four-cylinder engine.

Once you add the Popular Equipment Package to get A/C, the Hyundai Elantra isn’t priced much lower than the other two. Adjust for features, though, and it ends up VERY close to the Chevrolet, and well below the Ford. Its 148-horsepower engine neatly splits the difference between the other two.

The base Jetta manages to undercut the Hyundai by a few dollars. Adjust for features, and it splits the difference between the Hyundai and Chevrolet on one hand and the Ford on the other. With only 115 horsepower, the Jetta’s antiquated base engine is easily the weakest of the bunch.

The picture changes when comparing fully-loaded (over $26,000!) compacts:

MSRPFeature AdjustmentAdjusted MSRPDifference2012 Ford Focus Titanium26,985026,985—2011 Chevrolet Cruze LTZ26,780+84027,620+6352011 Hyundai Elantra Ltd.22,795+3,14025,935-1,050

Why the $2,000 swing with the Chevrolet? Three major reasons. First, upper trim levels of the Focus includes SYNC, which bundles more features than OnStar while similarly impacting the bottom line. Second, Chevrolet charges $1,995 for nav, while Ford charges a much more reasonable $795. Third, while all four Focus trim levels share the same engine, the Cruze LT and LTZ have a turbocharged 1.4 liter instead of the LS’s normally-aspirated 1.8. The uplevel engine makes about the same amount of peak power, but is considerably stronger at lower rpm. It also adds about $800 to the car’s price. Apparently turbos aren’t free.

A fully loaded Elantra is much less expensive than a fully loaded Focus or Cruze, but this is mostly because far fewer features are available on it. They Hyundai does have one feature the others don’t: heated rear seats. But it doesn’t have many things the Focus does, including a parking guidance system, front and rear obstacle detection, dual-zone automatic climate control, SYNC, and a power driver seat. Adjust for these features and the Elantra is $1,050 less at MSRP and a mere $258 less at invoice, which can be more indicative of actual transaction prices. The Hyundai is less expensive, but the difference isn’t nearly as large as it initially appears.

MSRPFeature AdjustmentAdjusted MSRPDifference2012 Ford Focus Titanium24,995024,995—2011 VW Jetta SEL24,865+1,35026,215+1,220

It’s not possible to include the Jetta in the same table with the others because far fewer features are available with it. When the Focus is equipped as close as possible to a loaded Jetta the list prices are very close. But the Focus has about $1,350 in additional features, including dual-zone automatic climate control and SYNC. Compare invoice prices and the gap widens to nearly $2,000.

At first glance, the Ford Focus and Chevrolet Cruze look very expensive. And they do cost quite a bit more than the cars they replaced. But compared to two cars known for low prices, the Hyundai Elantra and Volkswagen Jetta, the differences aren’t so large once feature differences are adjusted for. Hyundai and Volkswagen, recently known for the number of features included in their cars, have been decontenting while Ford and Chevrolet have taken a big step in the opposite direction. The Cruze looks especially good when comparing lightly equipped cars, while the Ford looks best when comparing loaded ones. A $27,000 Ford Focus that turns out to be a good value—who saw this coming?

Michael Karesh operates TrueDelta, an online source of automotive pricing and reliability data

Michael Karesh
Michael Karesh

Michael Karesh lives in West Bloomfield, Michigan, with his wife and three children. In 2003 he received a Ph.D. from the University of Chicago. While in Chicago he worked at the National Opinion Research Center, a leader in the field of survey research. For his doctoral thesis, he spent a year-and-a-half inside an automaker studying how and how well it understood consumers when developing new products. While pursuing the degree he taught consumer behavior and product development at Oakland University. Since 1999, he has contributed auto reviews to Epinions, where he is currently one of two people in charge of the autos section. Since earning the degree he has continued to care for his children (school, gymnastics, tae-kwan-do...) and write reviews for Epinions and, more recently, The Truth About Cars while developing TrueDelta, a vehicle reliability and price comparison site.

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  • Conslaw Conslaw on Mar 31, 2011

    Regarding the Focus Titanium's value at $26k. We paid about the same amount in 2003 for a Volkswagen Passat (B5) GLS, with similar equipment (with leather, stick, heated seats, 170 horsepower engine). The the old Passat and the new Focus weigh about the same and are similarly sized inside. The Passat was 24-35 EPA on the old scale which would be something like 22-32 on the current scale. It was a nice car and worth the money. Like Michael Karesh, I was surprised to find the Cruze seemingly overpriced for highly-optioned models but very competitive at the base level. In fact the base and Eco Cruze are on my short list with the Focus for my next car. What I really want to know is how MK has enough time to test drive and write up all these cars, do independent research, run True Delta and raise a family. I think a time turner must be involved.

  • Johnny_five Johnny_five on Apr 02, 2011

    Both cars are top notch, but the study is missing a few “features” on the Focus (specifically the base version comparison). 1. Focus auto gets 15% better gas mileage than Cruze Focus S Auto – 31mpg combined Cruze LS Auto – 27 mpg combined 2. Focus has 17% more horsepower than Cruze. 3. Focus has fully independent rear suspension, Cruze has “semi” independent compound crank. Call me crazy, but better mileage, more power, and better ride and handling, those are all features that add value to a car.

  • Dartdude The bottom line is that in the new America coming the elites don't want you and me to own cars. They are going to make building cars so expensive that the will only be for the very rich and connected. You will eat bugs and ride the bus and live in a 500sq-ft. apartment and like it. HUD wants to quit giving federal for any development for single family homes and don't be surprised that FHA aren't going to give loans for single family homes in the very near future.
  • Ravenuer The rear view of the Eldo coupe makes it look fat!
  • FreedMike This is before Cadillac styling went full scale nutty...and not particularly attractive, in my opinion.
  • JTiberius1701 Middle of April here in NE Ohio. And that can still be shaky. Also on my Fiesta ST, I use Michelin Pilot Sport A/S tires for the winter and Bridgestone Potenza for my summer tires. No issues at all.
  • TCowner We've had a 64.5 Mustang in the family for the past 40 years. It is all original, Rangoon Red coupe with 289 (one of the first instead of the 260), Rally Pac, 4-speed, factory air, every option. Always gets smiles and thumbs ups.
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