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Ford: getting into gear in China with the Escort

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Ford Escort 1

Ford was a jonny-cum-lately to China. Key rivals GM and VW were here long before it arrived and set up its JV with Chang’an. But now Ford’s here and got itself truly established it’s starting to make quite an impact. Huge sales in the Chinese market of the Focus (where for several months it was one of, if not the best selling car in 2012) helped the car to its global No1 best seller status.

And here in Shanghai, Ford’s reprieved the Escort badge, for a small C-segment sedan that’s aimed square at the Chinese market. Just as the likes of Citroen have done with their new C-Elysee, this is a small, simple, ‘back-to-basics’ sedan. The car will sit below the Focus in terms of price and content – but offer similar accommodation.

Ford Escort 2

It’s a logical move and a car that will doubtless sell well not only here but also in markets like Eastern Europe and Russia – where budget Dacia is a runaway success for Renault. What’s interesting is how – while hardly radical and ground breaking – the simple Escort’s much cleaner lines, becalmed surface language and less ‘wedgy’ profile make it a much more successful and harmonious piece of Ford design than the current Focus.

by Joe Simpson


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