The limited edition Ford Focus RS500 effectively sold out within 12 hours of being revealed, even though prices haven't been announced yet.
According to a Ford insider, this extraordinary situation occured despite Ford being forced to unveil the car almost 48 hours earlier than planned, meaning dealers were not aware of its existence.
Ford set up a website to tease the unveiling of the car over several days. However, the website was hacked, and the official pictures released 48 hours early.
"From that moment on people were literally walking into dealers or calling them up and placing orders for the car," said the Ford insider. "However, because we had to quickly bring the car's launch forward we hadn't even briefed the dealers on its existence. It led to some quite confused phone calls between dealers and head office."
Ford is now sifting through the expressions of interest from customers to ascertain allocations for dealers, ahead of order books formally opening in May.