The 2010 Ford Focus, introduced Monday, January 11, 2010 at the Detroit auto show, is the company's first truly global product, designed for consumers around the world and to be sold under the same name in Europe, Asia, and the Americas.

The new C-car platform on which the Focus is built is sufficiently flexible to adapt to a range of body styles from small crossovers to hatchbacks. Ford hopes to sell 2 million units annually off the platform, saving billions of dollars in multiple platform development and production.

Marketing for the Focus will also represent a dramatic change in Ford's approach, stepping back from its regular 20 or so advertising campaigns. Only four or five ad strategies will be used globally to attract customers to the product.

As Ford transitions from a manufacturers of heavy-trucks to an emphais on smaller, lighter, more fuel-efficient passenger cars, the Focus represents the next generation of small sedans, packed with safety features and technology options. This is not one of the cramped, uncomfortable compacts of the 1970s, but a rather sleek new car small car with international appeal.

Drivers can choose between a Duratec 20 16V 1-4 or Duratec 20E engine with maximum horsepower of 140. Both a five-speed manual and four-speed automatic transmission are available. With room for five, the Focus has 93.4 cubic feet of passenger volume, and 13.8 cubic feet in the trunk.

With options for Ford's Sync In-Car Connectivity System, premium audio, Sirius satellite radio, and MyKey, the focus has six airbags, a tire pressure monitoring system, and is outfitted with AdvanceTrac ESC with ABS. Expect fuel economy of up to 35 mpg.

The base model Focus Sedan S opens at $15,985 with the top of the line SES selling for $19,475 MSRP.