Ford Focus - It Ain't Cheap

Although I've lauded the 2012 Ford Focus several times now, it seems all that goodness doesn't come free.  Ford has priced the car for the first time, and it ain't cheap.  The hatchback starts at $18,065, about $400 higher than the already pricey Golf, and about $1,300 higher that a Toyota Matrix.  The stripped sedan starts at $16,270, a few hundred bones more than the popular Corolla and Civic.

Dynamically the Focus should stand up very well against the competition, and can be served up with near luxury levels of equipment  But the starting prices may give buyers pause, regardless of how many goodies the car comes with.

So a value proposition the Focus is not.  I'm sure it will be marvelous, especially in hatchback guise, but the mid-level SEL trim starts at $21k!  By that point you can get into a decently equipped midsizer.

We'll see next year if Ford can charge higher prices for their excellent compact car, when the Focus goes on sale.