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Ford: Huge marketing push a success for new Focus

Cologne, Germany. Ford executives and dealers say a huge marketing campaign in Germany for the new Focus paid off.

The Focus is the automaker's main volume car in Europe. Ford aims to sell 75,000 Focus models a year in Germany.

Juergen Stackmann, the company's German marketing chief, said 5,500 Focuses were sold during the first week of its launch on November 13.

He said that more than 400,000 potential buyers visited Ford showrooms during the first launch weekend and around 12,000 people took the car for a test drive.

"We are very satisfied," Stackmann said.

Ford dealers' spokesman Volker Reichstein said the market introduction for the Focus had been very successful.

Stackmann said Ford invested hugely in a marketing campaign for the Focus, but he declined to say how much was spent.

As part of the marketing effort, Ford sent advertising brochures to six million households in Germany.

The letters were targeted to arrive on doorsteps on Saturday morning. "That's when the men open the mail boxes," Stackmann said.

In September, Ford wrote to 430,000 registered Ford owners telling them about the new Focus.

There also were several different national television ads and a poster campaign in major German cities.

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