DEARBORN – Customer demand for the 2012 Ford Focus is on the rise, most notably in the high-volume California market.

“Focus is making new friends for the Blue Oval out West,” said Paul Russell, Ford Focus Marketing Manager. “Ford dealers are seeing more small car activity, and that tells us Focus is getting on to more shopping lists.”

Focus was completely redesigned for 2012, bringing it up to an 11 percent increase in highway fuel efficiency and being offered in expressive new five-door hatchback and sleek four-door sedan body styles.

In addition, Focus brings unexpected convenience and luxury features such as active park assist and leather-faced seating with contrast-colored piping.

“Focus relevance to California customers is on the rise,” said Mark Wexler, Ford Northern California Regional Manager.

“The contemporary styling, fuel efficiency and technology offerings are getting lots of customer attention. High-end Titanium models are selling at twice the rate we anticipated, showing that our customers want convenience and technology in their fuel-efficient Focus purchase.”

Focus is drawing new customers to the Ford showroom. Matt Wood, dealer principal at Elk Grove Ford in Sacramento, Calif., said this trend accelerated last month.

“Almost 40 percent of our January Focus trade-ins were import brands,” said Wood. “Focus also is bringing in customers that have been out of the market for some time. These buyers are brand new to us.

A key objective for the 2012 Focus was to offer customers more choices by extending the models offered in the marketplace.

Previously announced models include the highly anticipated Focus Electric and the high-performance 250 hp ST model.

Additionally, in response to customer demand, Ford will now offer a five-speed manual transmission in the range-topping Titanium Focus models.

Buyers migrating from higher-price import brands frequently prefer manual transmissions, especially automotive enthusiasts. Now, those buyers can have a manual and their creature comforts.