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Ford is aiming its low-priced concept squarely at young drivers and stylish city dwellers who crave style and fuel efficiency.2005 North American International Auto Show
Among compact cars, Ford may find a little SYN sells
The automaker has high hopes for its concept, SYN US, which debuts Sunday.
Ford's SYN US sports bullet-resistant windows, a homey interior and the largest flat-screen ever put into a vehicle.
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Will young, first-time buyers, hip urban dwellers or thrifty consumers embrace a small, low-priced Ford?
Ford Motor Co. hopes so when it tests the waters with the SYN US concept car that debuts at the North American International Auto Show on Sunday.
Smaller than the Ford Focus, the SYN US will occupy what the auto industry calls the 'B' segment -- or low-priced, compact cars. While popular in Europe, tiny cars have traditionally struggled in the U.S. market, though the new Mini has been a hit.
"Americans in general have the perception that bigger is better," said Hau Thai-Tang, Ford's director of advanced product creation and Special Vehicle Team.
But analysts expect the appeal of small cars to grow because they cost less and their stingy fuel use mitigates fluctuating pump prices. Toyota is making an aggressive play for customers in the segment with the Echo and Scion line. And Chevrolet has re-entered the market with the Aveo. Korea's Hyundai and Kia also market budget-priced sedans.
Ford executives say the automaker has formal plans to market a small compact car in North America and will use the SYN US to test reaction.
The concept car gets its name from the synthesis between its bullet resistant windows and rugged exterior -- its rear hatch opens with a spinning handle reminiscent of a bank vault -- and its homey interior. The vehicle's cabin features the ultimate creature comfort: the largest flat LCD screen ever mounted in a vehicle.
Ford considers it a prototype of the American city cruiser of the future.
The automaker hasn't marketed a compact car in North America since the Aspire and Festiva were dropped more than a decade ago. But it is refortifying its passenger car lineup with several new models.
Ford wants to target the compact car at Gen Y buyers who are just now embarking on a lifetime of new vehicle purchases.
"We want to get customers when they're just entering the marketplace," Thai-Tang said. "When you lose a customer, then it's much more difficult to get him or her back in."
Jeff Brodoski, automotive analyst with J.D. Power and Associates in Troy, said the SYN US debuts at an opportune time.
"It's definitely a response to a new trend set over the last few years," Brodoski said, adding it resembles the Bronco concept that won raves for Ford at last year's Detroit auto show.
The concept is based on a platform -- the Fiesta -- currently sold in markets in Europe and South America.
Despite the edgy styling on SYN US, Americans may need more prodding to embrace small, low-priced cars.
"There's some education to be done," Thai-Tang said. "But if you look at products like the Mini, people have demonstrated that you can make an aspirational small product."
"If you look at products like the Mini, people have demonstrated that you can make an aspirational small product."
You can reach Eric Mayne at 313-222-2443 or emayne@detnews.com.
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