Ford Focus Wagon: Making Space

The Ford Focus has an established presence in Taiwan for over 2 decades, and this year Ford introduced a new Focus Wagon to its domestic lineup. While the Focus currently maintains the No.2 spot in its market segment, competitors are aggressively catching up and enhancing features and offerings that challenge the Focus’s hold on its position. How can the launch of the Focus Wagon endure this pressure and continue to boost Ford’s market presence?

We found that Taiwanese people are the 4th most overworked in the world.
Confronted with lengthy work hours, people desperately need to make space and unwind through meaningful escapades.

So unlike the rest, our approach with the Focus Wagon isn’t centered on promoting fancy features. Rather, the Wagon is promoting a mindset, and offering a space that enables people to embrace a heartful reprieve.

In the film, a female executive embarks on a spontaneous excursion in her Focus Wagon to explore the roads less trodden in Taiwan. The Focus Wagon is beyond mere transportation: it is a vessel that encourages people to reserve the time to make space, and to lay the heart to rest.