(from nothshoreoutlook.com)

Instead of looking to bigger cars, Ford is going smaller to help spur new car sales growth in North America. The 2011 subcompact Ford Fiesta is due here next summer after enjoying tremendous success in both Europe and China. The North American version of the Fiesta is making its debut at the Los Angeles Auto Show Dec. 2-13.
The Fiesta will come in two body styles- a four-door sedan and five-door hatchback. In Europe, only the hatchback is currently offered. It is the seventh generation of the popular Fiesta line that has been one of the best-selling small cars in Europe for more than three decades.
To say that it the Fiesta is an important car for Ford is an understatement. As Mark Fields, president Ford Americas puts it, “small cars are our largest opportunity for growth.”
And considering that small cars make up more than a quarter of the entire automotive market, this is a huge segment that Ford has been neglecting for far too many years, concentrating instead on pickups and SUVs.
Ford now realizes that customers no longer buy small cars based on necessity alone. That may have been the case in the past, particularly south of the border, but in Canada, buyers had been gravitating to small cars in much greater numbers, well before the fuel and credit crises arose.
If sales of the Fiesta in North America mirror those across the pond, Ford has a winner on its hands. The new model has won 10 major awards in Europe already and sold more than 500,000 units in 2009 in Europe and Asia. Since its inception, the Fiesta has sold more than 12 million units worldwide. It is currently the second biggest selling car in Europe and Ford’s top-seller.
It is the first of the “One Ford” globalization program that the company says is necessary to make automotive manufacturing a profitable venture in these uncertain times. The new Focus, arriving next year, will also be part of the Ford’s global marketing efforts, where cars will be designed for worldwide rather than regional markets.
Unlike most cars in the subcompact class, the 2011 Fiesta will be much more than just a bare-bones vehicle. Ford says it will offer 15 class-exclusive technologies to add luxury and convenience usually found only in much more expensive vehicles.
Competing against the Honda Fit, Toyota Yaris, Nissan Versa and even cars a category above in size like the Toyota Corolla, the Fiesta is expected to have best-in-class fuel economy, powered by a 1.6-litre DOHC inline-four-cylinder engine.
An advanced PowerShift six-speed automatic transmission and electric power assist steering (EPAS) are both designed to aid in fuel conservation. In fact, the automatic transmission has the efficiency of a manual transmission.
What will help set the Fiesta apart from the competition is styling- a feature that Ford’s research has shown to top the list of customer desires. This is a stylish car, certainly at the top of the list of B-segment entries. Ford says the styling builds on the brand’s global kinetic design theme.
A vibrant array of colours will help the Fiesta stand out from the crowd, with shades like Lime Squeeze metallic, Red Candy and Bright Magenta among the more colourful.
The North American model is slightly longer than the European version, due to differing safety requirements. The interior has the look of a much more expensive vehicle, with greater use of soft-touch materials and contrasting colours than you normally see in this segment. There will be several different seat fabric options, including leather.
One feature that stands out is the centre stack, designed to look and work like a cell-phone keypad. Ford says this is a key element in helping market the vehicle to one of the key demographic groups- Millennials aged 16 to 30. These are people who are constantly connected through their cell phones, computers and other mobile devices and the Fiesta is designed to help them stay connected with available features such as Ford’s SYNC system that integrates a driver’s mobile phone with Fiesta’s onboard voice-activated communications and entertainment system.
The other market segment expected to gravitate to the Fiesta is the Baby Boomers, ages 45-63 who no longer have kids at home and are looking to downsize to a smaller vehicle. These two groups make up more than 50 per cent of the population and 59 per cent of the driving population in North America.
The Fiesta will also offer keyless entry and push button start, a Ford-exclusive feature in the segment. A tilt and telescopic steering wheel allows drivers to adjust it to their individual needs, while adjustable cup holders will hold any size of Timmy’s cups.
Another Ford-exclusive convenience item is the EasyFuel capless fuel-filler system, standard on all models.
Although it will be small in size and an entry-level model for many people, Ford isn’t skimping on safety in the Fiesta. It has the same safety technology as the new mid-size Taurus, its top safety-rated flagship and makes the greatest use of ultra-high strength boron steel ever in any Ford vehicle. Seven airbags are standard including a class-exclusive driver’s knee air bag, designed to reduce lower leg injuries in the event of a frontal collision.
Powering the Fiesta will be a global engine, a 1.6-litre DOHC inline four-cylinder that will deliver an estimated 119 hp and 109 lb/ft of torque. It is expected to produce fuel economy numbers of 7.0L/100 km (40 mpg) on the highway.
While its won’t be a performance car by any means, Fiesta’s chief engineer Steve Pintar said engineers working on the North American Fiesta nicknamed it “Zippy’ because it is agile, responsive and efficient.
Ford says the Fiesta will be the only car in its class offering a six-speed automatic with its new PowerShift transmission. This transmission is unique in that it has a dual, dry clutch system and the lack of pumps and hoses reduces complexity, saves weight and increases fuel efficiency.
The front-wheel drive Fiesta has MacPherson struts up front with tuned shock absorbers and a 22 mm stabilizer bar. In back is a twist-beam axle and specially tune shocks. All are designed to maintain Fiesta’s European road holding and handling dynamics. Brakes will be front discs and rear drums with ABS.
I had the opportunity to drive a European-version Fiesta last summer and was very impressed to say the least. The cars were brought in from Holland and were top-of-the-line models with five-speed manual transmissions since no automatic transmission is offered in Europe.
Stay tuned for more information on the 2011 Fiesta as it becomes available. We have already had quite a few people asking about it at our dealership, and I’m sure it is going to prove to be a popular car once it arrives.