As much as we give The Detroit News shit for their indefatigable cheer-leading, there are times when Motown’s hometown paper surprises us with something roughly akin to journalism. The article entitled “Ford Fiesta draws raves in Europe” starts off with the usual PR-laden ecstasy (without the DJ Tiësto soundtrack). “The Fiesta will give Americans their first real look at what already defines Ford’s cars and crossovers on this side of the Atlantic. It will also be the litmus test for Ford’s as yet unproven theory that American consumers are finally willing to pay real money for a smart, sophisticated small car. ‘This vehicle represents the core DNA of the company,’ Jim Farley, Ford’s chief marketing officer, told journalists gathered here for the European launch of the Fiesta last week. ‘This vehicle is a catalyst for change.’ It also is a lot of fun to drive.” (Our invitation to the Tuscan junket must have got caught in the spam filter.) Then, just when you think you’ve had your fill of bilious boosterism, “The troubling thing about the Fiesta is that it speaks to Ford’s past just as much as it does to Ford’s future, some analysts say. [Me! Me! Oh pick me!] Ford is an automaker that has, time and again, escaped financial Armageddon on the strength of one really good car. The Model A saved the company after Henry Ford allowed the Model T to linger too long without a replacement. The Mustang pumped new life into the company. And the Taurus saved it from the Japanese. Farley acknowledges that counting on one car is a fundamental flaw in Ford’s culture. But he says it is an issue the company is working hard to exorcise. The Fiesta is not a product of that thinking, he said, because it is just the first in a big lineup of compact and subcompact automobiles.” Uh, I think that one– the importance of continuous development– went straight over Jim’s head. Oh dear.
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G mornin’, RF
Isn’t Ford doing exactly what it should be doing?
I mean, its not just the Fiesta thats happening.
There are the turboboost.
The newest taurus.
The Kuga.
And the whatchamacallit minivan?
I haven’t even finished my first coffee so I can’t recall all the new cars and plans.
But there are, to me at least, more things happening with Ford than with most.
I don’t see what’s so controversial or questionable here.
People are lining up to pay $15-$18k for the Honda Fit (plus premium, in some areas). If Ford can one-up Honda in sport and “interestingness,” they should be able to sell the premium subcompact idea. I think it has the look, and as long as they don’t water it down too much on the way over here, it should do pretty well. But are they going to offer a 5-door version?
Seems like people right now will buy just about anything with good economy (see: Aveo), so if you can serve that market without removing too much quality, then IMO you’ll be all right.
Ford had fun to drive cars outside this country. The Fiesta was a slalom favorite in Europe. Escort Mk1 through Group 2 RS’s were Rally icons for almost a decade, and the Focus is a nice Rally car; But when they import (if they do) these cars stateside, the fun factor, quality and look decline. Maybe to comply with US specs. Don’t know for sure.
Hope this is not the case going forward. Mini needs more lower priced competitors. And it would be nice to have 5-doors too.
ppellico :
G’day Mr. P.
The question on the table is not whether or not Ford should be selling a Fiesta stateside. (If the lamentable Focus and horrid Aveo sell, you could probably sell the last Fiesta without too much trouble.) My query is not (yet) whether or not the U.S. version will be as good as the European model.
The question is, as the DetN writer rightly points out, is Ford’s ADD going to claim yet another victim?
Ostensibly, the cars mentioned in the article (Model T, Mustang, Taurus) prove that Ford needs to offer new products. But their failure actually proves that Ford must constantly improve its current products.
That can mean a total redesign with the same name. But there must be continuity in product, positioning and marketing. And, well, focus.
Kuga replaces what? Minivans renamed, killed, now back? Taurus becomes the Five Hundred becomes the Taurus, while the Freestyle becomes the Taurus X which becomes the Flex (only not)? What IS that Edge thing anyway? Has Ford totally given up on the Explorer, one of the best vehicles its ever built? When was the last time you saw a commercial for one?
I wonder… What if Ford had kept the Model T name and gradually and steadily updated the car? Could it have survived the GM design-related surge? What would a Model T of today look like? Would it look like the Focus?
Has Ford learned anything from its past?
Mr. Farago,
I understand your concern, given Ford’s past history (although I wouldn’t catagorize the Model T, Mustang and Taurus as failures. Their problem was that they were huge successes, and Ford thus was content to coast on their success for far too long).
It is my understanding that the Kuga will be the next generation Escape. The Escape name will still be used.
The Explorer name will survive, but it will be placed on a unibody “crossover” type vehicle. When this happens, I would look for the Edge to go away.
For that matter, Ford is sticking with the Taurus name, as it has a completely restyled and revamped car ready for 2010. So perhaps the Blue Oval has learned its lesson…
Has Ford learned anything from its past?
Not a chance. I don’t understand most US corps because of the consistent boneheadedness of management. Any time that there seems to be a trend that they “get it” suddenly it’s all forgotten and back to square one. Incremental improvements and steady development seems like a no brainer to me but obviously not to anyone with a MBA in the suite.
With all the sturm und drang coming from Wall St. maybe that might change but I doubt it. Ford is no different from all the rest of their brethren. *sigh*
I wonder… What if Ford had kept the Model T name and gradually and steadily updated the car? Could it have survived the GM design-related surge? What would a Model T of today look like? Would it look like the Focus?
I would argue that Ford did gradually and steadily update the Model T (opening doors and electric lights for example). It certainly was not stagnant for it’s long life cycle. Of course those were only updates, not a complete redesign and the Model T was no longer competitive towards the end of its life.
The Model T DOES still exist. It’s called the Mercury Grand Marquis (and it’s fellow Panther-mates)
The Fiesta has been through six complete redesigns since 1983, so it is hardly a one hit wonder on the world stage. The only question is whether Ford will continue to follow through in North America by constants keeping the NA version of this car on the market and fresh.
Ford Europe has generally not had the one hit wonder, then let it get stale problem Ford North America has been afflicted with. Hopefully the integration of Ford platforms and designs worldwide will put an end both to the senseless duplication of effort and the going-stale problem.
Robert…
Thanks for the wish.
I might have misunderstood your question of the day.
I thought you were asking us IF Ford was still focusing on one large success rather than not just improving the success, but trying for multiples.
And that DetN implied it was going to repeat its past by changing its mind and focus as often as my wife rearranges the living room.
Seasonally.
While I agree that a visit to a Ford 2008 showroom will result in few best buys, it does look to me they are at least trying to fix this.
Yes, right now it is a little confusing with its duplications.
Flex is a Edge is a TaurausX…really now.
BUT you gotta admit, the future does seem bright(er).
They are keeping the Taurus and it looks very sharp and aggressive.
The Kuga will be the new Escape.
Fiesta is reborn.
Fusion is adding ecoboosta nd hybrid and AWD.
Mustang is being made ..still.
THATS been a long term commitment.
And the minivan/crossover will be the Euro CMax, XMAX…hell, not sure.
But they all seem to be a lot better additions than we have been getting.
I am actually feeling better for and about Ford more than any other domestic.
If this is the only thing Ford brings from Europe, then yes – it will be a one hit wonder.
Even in Europe the Fiesta couldn’t do it all if it shared showroom spare with mediocrity.
Of course, if Ford castrates the Fiesta to accomodate North American tastes, they’ll only have a one-hit blunder.
RF
Here is the problem.
http://usnews.rankingsandreviews.com/cars-trucks/rankings/Affordable-Small-Cars/
Why the hell can’t the domestics give our kids a fun and economical entry level?
This sets the tone…not just for today, but the future.
Cobalt…this is embarrassing.
The Fiesta will do OK as long as it isn’t too “sophisticated”. There’s a difference between paying for quality and paying for “quality”.
ppellico- take a look at those rankings. They’re rather arbitrary and don’t reflect sales numbers.
A lot of “our kids” actually like the Cobalt and Focus, so do a few adults.
How did the xB get so high?
As far as the Americanization ruining the Fiesta, the opposite could be true also. Look at the Astra, it wasn’t changed at all and the biggest complaints are that it has no cupholders or an aux jack for the radio and that the controls are complicated.
I think the Fiesta will do well if they are able to maintain the high quality of the european version. I certainly hope that the Fiesta does not follow in the footsteps of the original north american focus. I owned a 2004, and the quality was atrocious. When I sat in one in London, however, the difference in quality was immediately apparent.
I hope Ford actually learns its lesson, because I think the 5-door looks great! I think I will wait a couple of years to see how the quality and reliability check out though. If other buyers do the same, it may already be too late for Ford.
Isn’t the Ford Fiesta just a badge-engineered Mazda Demio, or am I wrong? If I’m wrong, then they look suspiciously similar. Can Ford itself take all the credit? Btw, the Demio is one of Mazda’s best selling vehicles in the JDM, so it has to be pretty good. http://www.demio.mazda.co.jp/?tid=car_a_dem
I think even though this will be a great car that it won’t be the hit Ford needs. Ford has done this before with the Focus, Contour (which was the Mondeo) and neither of those cars were huge hits. This could be the best subcompact sold in the US when it debuts and people may avoid it because it’s a Ford.
I think if they went back to calling it the Escort, all of these ADD issues would be put to bed, no?
Isn’t the Ford Fiesta just a badge-engineered Mazda Demio, or am I wrong? If I’m wrong, then they look suspiciously similar. Can Ford itself take all the credit? Btw, the Demio is one of Mazda’s best selling vehicles in the JDM, so it has to be pretty good. http://www.demio.mazda.co.jp/?tid=car_a_dem
You are wrong. The Demio and Fiesta take advantage of platform sharing, not badge-engineering. The two look nothing alike. They don’t even share the same engines.
I’m just impressed you mentioned Tiesto. You just earned tons of cool points Mr. Farago, well done!
Now I guess the question is do you listen to Tiesto while writing your informative posts?
First time poster btw, love the site, visit it everyday. Thanks!
As long as Alan Mulally remains in charge, no, this will not be a one-hit wonder. He’s the architect of One Ford, where now we get to enjoy the best of Ford Europe, and they get… um… a Mustang. (j/k)
I think if they went back to calling it the Escort, all of these ADD issues would be put to bed, no?
Oh, yes, because “Escort” has such brand equity in North America–right up there with “Taurus”. Recycling an old name makes sense if the name has positive connotations. While I’m sure a lot of gearheads have Escort nostalgia, most people hear “Escort” and think “Unreliable, cut-rate eighties Ford”.
It’s a move that would make “Rabbit” look like marketing genius. Of course, this the Five Hundred/Taurus, Zephyr/MK-Whatever company. GM can’t do product planning but at least they can hammer away at a message until it looks like truth–at least in poor light–but Ford can’t market.
On that note, I don’t think Fiesta is such a great choice. It has some brand equity in Europe, but–and I actually asked this question of several people after I was challenged on it by another poster–most North Americans hear “Fiesta” and think “Festiva”. You know, Festiva, the rebadged Kia that made the Escort look good. And no amount of gearhead know-how is going to convin
Ford needs to call this, oh, hell, something different. In this case, they need a clean break from their subcompact past.
Falcon might work, though Finch is probably more apropos. :)
You are wrong. The Demio and Fiesta take advantage of platform sharing, not badge-engineering.
I’m suprised Mazda isn’t selling the Demio here. Unless they’re worried about cannibalizing 3 sales, it makes demographic sense.