Focus V

Focus V burst onto the scene in 2018 with the original Carta, directly challenging Puffco's dominance in the eRig category. Their pitch was straightforward: smart eRig features including app control and precise temperature settings, at a price point that undercut the Peak significantly. The original Carta had rough edges but proved the concept was sound, attracting users priced out of the Puffco ecosystem.

The Carta 2 represented a major leap forward, addressing many criticisms of the original while maintaining the value positioning. Improved build quality, better atomizer design, refined app integration, and more consistent heating made it a genuinely competitive alternative to the Peak Pro for hundreds less. The device earned respect from reviewers who had been skeptical of the brand's ability to compete at the quality level.

Focus V has also introduced the Carta Sport as a more streamlined option for users who want simpler operation without app dependency. The company appears committed to growing within the eRig space rather than spreading thin across categories. Their challenge going forward is building the brand loyalty and accessory ecosystem that Puffco has cultivated over years, while continuing to offer meaningful price advantages.