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Ford has generally been somewhat behind the game when it comes to diesel engines; one of the last manufacturers to get around to fitting modern direct-injection or common-rail technology, its offerings have been less than inspiring in what is still a relatively small share of the UK car market. But manufacturers can no longer afford to ignore the demand for diesel; even sceptical UK buyers, who have less financial incentive to switch from petrol than most other Europeans, are opting for increased economy, especially with the new company car tax regime imminent. Ford's award-winning Focus range, recently facelifted, is undoubtedly one of the best small family/small fleet car ranges around, but it has always lacked one thing: a refined, well-performing, latest-generation diesel version. Cue the 1.8-litre Focus TDCi, one of three new Duratorq diesel units straight out of Ford's newly-established 'diesel centre of excellence' at Dagenham.
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"This engine extends Ford's reputation for driving dynamics even further", said a Ford spokesman at the TDCi engines' launch. "It is a promising beginning for our diesel development initiative". This initiative starts with this 115 bhp Focus TDCi and the 2.0-litre, 130 bhp Mondeo TDCi; a 1.4-litre Fiesta TDCi follows in the New Year. Ford is to market TDCi as a brand in its own right, rather than concentrating on the individual models with a TDCi engine; to this end, it is about to launch a advertising campaign masterminded by top (and very expensive) ad firm Ogilvy and Mather, which will have the catchwords "refined power".
And refined power is what the Focus TDCi must have if it is to contend against the new premium-quality, high-performance Golf TDI GTI PD 150. The Focus may still be the best-selling small diesel in the UK, despite the rattly old Endura 90 bhp TDdi engine, but cars like the Golf show how diesel technology - and the expectations of diesel performance - is moving on rapidly. Mind you, at £17,425, the Focus has price on its side, for a start.
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