Nick gibbs- Automotive news Europe –August 30,2017
Ford expects buyers of its new Fiesta subcompact to fall into two categories – previous fiesta customers who have more money to spend and people downsizing from compact cars who don’t want to compromise on technology.
Ford has packed the Fiesta with advanced driver assistant equipment and is adding an upscale vignale variant and a crossover styled version.
The wider choice is meant to claim to the Fiesta’s typical target buyers, named “Antonella” by ford marketers. Ford can afford spend more money for technology, design. Antonella is still very expensive.
For the part of business to improve the profit in Europe through increased sales of higher margin vehicle. The automaker aim to sell better equipped version, small cars costing more than £20,000.
Ford expects the Titanium to remain best selling variant but it shares of total sales drop to 35 percent from 43 percent as customers chose more expensive version. Fiesta has grown in size to distance it from ka,+, which is now based on ford platform.
The new ka+ moves up from minicar segment and target buyers. Ford differentiate the Fiesta variant with different bumpers and interior trim. The cluster surrounds for the vignale and ST using molding process new to ford that encases a pattern under clear plastic to give dashboard a excellent premium look.
Technology : driver assistance option rises to 15 cm from four in the outgoing models, including am enhanced pedestrian detection system that now works at night and parking assistance that can automatically brake to prevent low – speed bumps.
Connectivity :- the Fiesta has ford’s sync-3 infotainment system for the first time with floating high-definition touchscreen upto 8 inches in size.