Is the 2011 Ford Fiesta all hype or a heroic game changer in the subcompact class?
By now, anyone who's paying attention has heard plenty about Ford's new subcompact Fiesta.Ford has done a brilliant job of long form marketing, starting with its Fiesta Movement. One hundred volunteers were selected to drive Fiestas and post videos of their experiences online--a smart way to force viral (bottom-up) marketing from the top down. Ford also engaged in a relentless press campaign, holding special preview events, lending reviewers cars way in advance of release date, etc.
So much for the marketing. What about the car?
The Fiesta looks like an all-too-rare case of a product living up to or even exceeding its hype. Ford's exhaustive marketing campaign might have been partly inspired by the brilliance of the car itself. The Fiesta is a game-changing premium car in the sub compact class. It's rated at 29 m.p.g. city and 40 m.p.g. highway. It will be available in five-door hatchback and a less expensive four-door sedan model.
What do the experts say?
"The Fiesta is as good a small car as can be found, sourced from anywhere in the world. That it comes from the Blue Oval is remarkable and heartening; its brilliance is the first ray of sunshine on what has been a seemingly midnight horizon." --AutoWeek Magazine.
"The 2011 Ford Fiesta ranks 1 out of 30 Affordable Small Cars. This ranking is based on our analysis of 12 published reviews and test drives of the Ford Fiesta, and our analysis of reliability and safety data." --U.S. News & Word Report
Okay, the Fiesta's cool. But is it safe?
Ford has re-engineered the U.S. Fiesta to meet our country's stringent crash standards. It will be equipped with boron high-strength steel b-pillar supports and seven airbags standard--more than any other car in its class. Even the dashboard was reshaped for U.S. crash standards and its bumpers were enlarged. So, it appears that crash test dummies will enjoy their ride in Ford's new Fiesta.
What will a Ford Fiesta cost?
The Fiesta starts at $13,320 for the base model sedan--around $1,600 less than the Honda Fit and $5,000 less than BMW's MINI Cooper, but prices climb quickly when you start adding the tempting options Ford offers.
Sounds like a Fiesta love fest--any negatives?
* No paddle shifters for the autobox, which is actually a sophisticated automatic clutch rather than a torque convertor. * Backseat legroom is limited. A rear-facing child seat will contact the front seat back if its positioned far rearward. Luggage space is tight unless you fold the rear seat down.
Sum it up?
Like all American carmakers, Ford has struggled to find the sweet spot in developing a small car for the domestic market. Though even its first effort, the 1960 Falcon, captured sales, it was soon eclipsed by imported competitors. The Pinto and Escort are best forgotten but the Fiesta changes all that. I had a brief test drive and found it to be a peppy, fun to drive little German car with a high quality interior and solid on the road feeling. Highly recommended.
For more info see the slide show and links below:
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