Up Front
It's hard to believe that a
small car, smaller even than a Ford Focus and a car whose backseat should
come
with a bottle of olive oil to lubricate occupants' legs, could be key to
Ford's comeback in the U.S. But it's true.
The Ford Fiesta, which will
be launched into dealerships in Spring 2010 as a 2011 model, is the first
of a series
of so-called world cars—the same car sold on every continent. It's a risky
move by Ford, as the automaker has been
down this road before and hit nothing but axle-breaking potholes.
Recall the mid-1990s Ford Contour/Mercury
Mystique, which was the same as the European Mondeo?
It sold O.K. in Europe but was viewed as a rental car at best stateside.
And the original Ford Focus?
That car was praised for nimble handling but fell into disrepute when Ford
botched the manufacturing launches
on multiple continents, and glitches and recalls followed.
The Fiesta is a big step in
the right direction for Ford, despite the car's small package.
Already a big hit in Europe and Australia and catching on in China, the
car, which will be offered in both hatchback
and sedan versions in the U.S., looks better than the comparatively bland
offerings from Chevrolet (Aveo), Toyota (Yaris),
Scion (xA), Nissan (Versa), and Hyundai (Accent).
When viewed in profile, the
car appears to be up on its haunches, thanks to a strong character crease
that slopes
down from the rear of the car to the front. The hatchback, which is the
popular model style in Europe and the one
lent to me by Ford, is carved at the rear to more resemble a small SUV than
a traditional hatch like, say, the Volkswagen Golf.
Looks are important. But the
real question facing Ford is what the future of small cars is in the U.S.
given the unpredictable
fluctuations of gas prices. Last summer, when gas was at C$1.50 per litre
and above in many parts of the country,
not only were Toyota Prius hybrids flying off dealer lots, but so were Ford
Focuses, Honda Civics and Fits, and even
Chevy Cobalts. For the last six months, though, after gas prices tumbled,
small cars have been piling up on dealer
lots like beach toys after Labor Day.
But Ford is betting the Fiesta
will transcend the normal market for small cars. It's counting that aggressive
styling
combined with what Ford hopes are head-of-the-class quality ratings will
draw not only more 20-32-year-olds who
have historically traded out of Ford for Honda, but also baby boomers and
empty nesters downsizing their lives and
lowering their living costs after seeing retirement accounts vaporize in
the recession.
Behind the Wheel
Small cars demand small, efficient
engines—and Ford has one. The 1.6-liter, 118-horse power engine and
European-tuned suspension will come with either an automatic or five-speed
manual transmission.
That's enough to go 0-60 in 9.9 seconds. Perfectly adequate unless you are
Speed Racer.
Fuel economy for the small power-plant is not set yet. Some Web sites have
speculated that combined miles
per gallon for the Fiesta will be 35 or 36.
At that level, which would include 40 mpg or better on highway, Fiesta would
beat all comers in the category,
including the Honda Fit. Ford is after bragging rights.
Colours aren't set yet, but the
Euro version I had was a muted green called, for some reason, "Squeeze."
The 118-hp engine may not inspire speed-loving, steak-eating Americans,
but the taut suspension and the smooth
manual shifter make driving around town and some back roads fun. Steering
response and turning radius into parking
spaces was quite good, perhaps even better than the Honda, which is pricier.
If rear-seat passengers over
5'7" are squeezed, the driver and front seat occupant do just fine.
Well-constructed leather seats offer support. Room up front is abundant
in every direction. The dash and instrument panel,
an homage to cell-phone keypads, is logical, though I did spend 15 to 20
minutes sorting out all the functions.
No big deal. Ford's SYNC system, which allows hands-free phoning, texting,
and iPod control, as well as traffic info
and other services, is an option that most connectivity-addicted drivers
will want. And that will help Ford make a profit
on such a small car, something it hasn't been able to do in the Americas
lately.
If I had one niggle, it is that
some of the plastic surfaces found in the Euro version and expected to carry
over to the
U.S. seem a bit cheap, especially in the lower half of the car inside the
cabin. But that's hardly a deal breaker.
Space behind the rear seat was big enough for three to four grocery bags.
Naturally, the rear seats fold down, which,
combined with the hatch, makes the Fiesta as versatile as any of its rivals.
Pricing hasn't been announced yet, but Ford executives say the bracket should be between $12,000 and $16,000.
Buy It or Bag It?
Ford thinks it's on to something
with this small car and is trying to build anticipation for its arrival.
It has selected 100
people to drive the Euro version of the Fiesta to gauge acceptance and figure
out if it needs any tweaking before it's
unleashed on the broader public.
Normally, a car company wouldn't
be so public for a whole year before the car goes on sale.
But Ford is hoping that the success of the car abroad translates to interest
and fashion appeal in America.
Classy-looking and well-packaged
for a small, inexpensive car. And it could well be the top fuel sipper in
the category.
From a Detroit automaker. And the critics said it couldn't be done. Welcome
to America, Fiesta.
