Fiesta name to return to N.A. on Ford small car
Richard Truett Automotive News February 15, 2008 - 12:01 am ET
DETROIT -- The Fiesta, one of Ford Motor Co.'s best-known global nameplates, is returning to North America in 2010.
Ford said today that the Fiesta name will be used on its new global small car in all markets. Since the car was launched in 1974, more than 12 million Fiestas have been sold.
The European-made Fiesta was offered in the United States from 1978 to 1980 before being replaced by the Escort, but the car stayed in production in Europe and was sold in other markets.
Ford says the new Fiesta will look much like the swoopy, stylish Verve concept car shown last month at the Detroit auto show. The production version of the Fiesta will debut next month at the Geneva auto show. European sales will start in the fall with three- and five-door hatchbacks.
Ford will not say what body styles the United States will get, but a wedgy two-door sport coupe and a four-door sedan were shown at the Detroit show.
Ford plans to build the car in as many as four plants around the world and has identified two: Valencia, Spain, and Cologne, Germany.
At the Beijing auto show in April, Ford will announce its Asian production plans. The company is not saying where the North American Fiesta will be built, but Mexico or South America are possible locations.
There's also no word yet on what engine will power the North American model.
" The new Ford Fiesta captures every aspect of what's defined Ford as a small-car leader in Europe and builds on it in terms of driving dynamics and design," said Mark Fields, Ford's president of the Americas.
Ford seems to be positioning the Fiesta as a premium small car that could compete with the Mini Cooper and the Smart car.
Said Ford CEO Alan Mulally in a statement: " With the all-new Fiesta, we want to create a world standard for small-car quality, design and comfort in a vehicle that is as exciting to drive as it is to look at."