Fiesta to make Yanks see sense?

Ford hopes its new Fiesta could become a historic break-through vehicle by becoming successful on both sides of the Atlantic.

Traditionally Americans have not ‘got’ the idea of smaller European motors and have continued to drive around in big sedans, SUVs or over-sized pick-ups.

But now that fuel price hikes are starting to bite in the US market the time could be right for a small Ford to make the breakthrough.

With the recently revamped Focus, Ford decided to maintain separate versions of the car for US and European markets - prompting more than a few cries of anguish from US motoring websites as the American version of the car is uglier, less well-equipped and more downmarket than ours.

Now, however, the new Fiesta could become an ‘agent of change’ in the US market according to Ford design director Peter Horbury.

The US will get a four-door saloon version of the car in 2009, and Horbury believes the car will not only be a hit with customers - it will also be profitable for Ford.

Speaking as Ford took the wraps off the five-door hatchback version of the Fiesta at Geneva, Horbury said: “The US market is now starting to realise that big is not necessarily beautiful.

“This is not a result of actions by automakers - it’s a generational shift that has come about naturally. Younger buyers accept that they can now pay a premium for smaller things, rather than a bigger things - such as mobile phones, MP3 players, laptops and so on. It’s the same with cars.”

This means Ford will take a radically different approach with the Fiesta - selling the car as a premium-priced product, with a loaded specification, rather than stripping out costs in order to keep the price down.

“Small cars have traditionally been seen only as entry-level cars in the US. This means small cars sold in Europe and America have drifted apart in terms of quality.”

He’s well aware of the difference between the European and American versions of the Focus.

“Why has this happened?” he asks. “It’s something we will address with the Fiesta.”

The Fiesta, based on the acclaimed Verve concept, will go on sale in Europe later this year with prices and specs to be determined nearer the launch date.

The Blue Oval firm is understood to be particularly pleased with the styling of the five-door model as the ‘kinetic’ styling of the three-door has not been watered down.

By Peter Carroll