Hot hatches – sporty small cars with powerful engines – were once the preserve of “petrol head” car fans, but are fast becoming a mainstream choice for car-buyers who are a far cry from the stereotypical “boy racer”, based on Ford’s data research.
According to the automaker, their hot hatch sales across Europe are booming with more than 22,200 Focus RS, Focus ST, and Fiesta ST models sold during the first three-quarters of 2016. Orders for the Focus RS in Europe have reached more than 9,100 since launch.
Customers choosing practical performance models are increasingly ranking equipment levels and compact size as their key purchase decisions, on top of powerful engines and an overall exciting driving experience.
New findings from Ford sales data also found that the average age of hot hatch customers has increased from around 38 years old in 2010 to 42 years old in 2016. Ford data also reveals that 8% more women bought hot hatches in 2015, compared with 2010.
Ford futurist and global consumer trends manager, Sheryl Connelly, has identified a trend for durable, multi-function products that meet customer desire for a “Swiss Army Life”.
“The Swiss Army Life is all about self-reliance. In response to the trend, consumers are increasingly drawn to products that deliver in terms of versatility, adaptability and utility,” Connelly said. “Perhaps this is even truer for Millennials who seem to be pioneering new paths and are careful to invest in products that can support them through many different lifestyles and life stages.”
Sarah Stringfellow, from Brentwood, U.K., is typical of new buyers who are attracted by hot hatch versatility and who confound the usual stereotype. The 31-year-old drives a top specification Focus ST3 with EcoBoost petrol engine.
“The Focus ST appealed as it was fast, looked great and wasn’t too big, with plenty of room for shopping or luggage for weekends away. What I hadn’t expected was the real sense of luxury inside,” Stringfellow said. “Of course, it’s the power and the way it drives that I really love. In fact, I’m now beginning to hanker after a Focus RS!”
More practical hot hatches also continue to hold their appeal with a dedicated customer base as those buyers grow older and experience lifestyle changes. Having a family no longer rules out owning a hot hatch as an everyday car, and performance car fans who could not afford their dream car in their younger years are now able to consider a modern hot hatch in later life.
In Europe, Ford’s Focus RS, Focus ST petrol and diesel, and Fiesta ST is now available in 5-door bodystyle for the first time. It also offer a number of technologies that enhance daily driving. These include Ford’s SYNC communications and entertainment systems, Quickclear windscreen for effortless defrosting in winter weather, and heated seats – helping keep the latest generation of hot hatches comfortable and practical all year round.
