Fiesta armed for market war

It’s a confusing mix, but there should be something there for everyone remotely interested in the Fiesta.

What's more, prices kick in at R163 740 and goes up all the way to R206 990 so its very much a case of you decide what equipment you want and how much you are prepared to pay for the pleasure of extras.

To add to the confusing mix there are also three engine choices - the 1.4 litre Duratec, 1.6 litre Duratec Ti-VCT and 1.6 litre Duratorq TDCi.

But wait, there's more, because you will also have to know the differences between Ambiente, Trend, Sport and Titanium specification levels.

OK, so if we haven't lost you by now the good news is that things become a little simpler from now on.

To kick off with, all the models have remote central locking, immobiliser, driver and passenger airbags, height adjustable steering wheel and Anti-lock Brake System (ABS) with Electronic Brake-force Distribution (EBD).

Moreover, if you want metallic finish it is going to cost you an extra R750, irrespective of which model or specification level you choose.

'Ah, so what's that one got again?'

Right, now it starts getting a bit complicated again because instead of just the standard kit, all Sport models have seven airbags (dual front, side, curtain airbags and driver knee airbag) which is why it qualified for a five-star Euro NCAP safety rating. (The safety rating of the rest of the range was not specified in the official specification lists).

It has six gears, so the engine can run at lower rpm for better fuel economy and less wear and tear.

In the PowerShift (which is Ford-speak for automatic transmission) derivatives, Electronic Stability Program (ESP), Traction Control and Hill Hold and Hill Launch Assist (HLA) are all standard.

Something else to note is that all the upgraded new Fiesta models are equipped with a radio/CD player with MP3 and AUX input connections.

However, the Trend, Sport and Titanium models are also equipped with Voice Control technology paired with Bluetooth. This provides wireless connectivity to a mobile phone, allowing you to use your voice to make and receive calls, change the radio station or music track, all playing through a six-speaker sound system.

Go another step up the ladder and the Sport and Titanium models are kitted out with a USB audio plug-in feature.

'Meet my new friend - my Ford dealer: Now, what are those choices again?

I do apologise for all this, but it really is not the motoring media's fault that prospective buyers will probably have to develop a fairly close relationship with their nearest Ford dealer for a better understanding and appreciation of all of this before signing on the dotted line.

To illustrate why research, homework and detailed discussions are important when buying a new car, have a look at the comparison below:

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Not to add to the confusion, but necessary, let's have a quick look at what happens under the bonnets of the various Fiesta models.

The standard 1.4 litre engine produces 70kW @ 5650rpm and maximum torque of 128Nm @ 4200rpm, while the larger 1.6 litre engine ups the stakes to 88kW @ 6000rpm and 152Nm @ 4300rpm.

The 1.6 litre diesel model produces 66kW @ 4000rpm and 212Nm @ 1750rpm and Ford claims it will sip a mere 4.5 litre/100km on an average combined cycle.

According to Ford the new PowerShift six-speed automatic transmission, with the larger 1.6 litre petrol engine, combines the responsive performance and fuel economy of a manual with the convenience of an automatic.

And because it has six gears, the engine can run at lower rpm for better fuel economy and less wear and tear.

Have a little tickle, for a little magic

Yes, but that depends on a number of factors, not least of all the number of passengers and luggage it is carrying, weather and road conditions and if you remember to tickle The Magic Button.

Allow me to explain: When the Fiesta was introduced to the media on a short, undemanding drive in the Cape Peninsula recently I was at the helm of the 1.6 litre sedan with PowerShift and one of the first things I noticed was its irritating hunting for the right gear when faced with an uphill stretch.

The cabin design is fairly simple and there’s ample room.

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This is virtually the norm for all small-engined cars with automatic transmission BUT in the new auto sedan it can, apparently, be avoided by activating a button located on the gear lever which, Ford says, will make the right gear selection and hold it there, thereby eliminating constant cog-swapping.

Pity that we were told about this feature only AFTER we drove the car so I cannot tell you whether it works as well as Ford claims it does.

What does work is the PowerShift range's Hill Hold and Hill Launch Assist (HLA) which keeps the car at a standstill on an incline and prevents the car from rolling back.

In essence HLA maintains brake pressure until the driver puts foot. To me, the real beauty of this system is that it also works when reverse gear is engaged.

I enjoyed the sedan. It has ample space, it sits fairly well on the road, the steering is not too dull or too light and it is well insulated to keep out engine, road and wind noises.

The cabin design is fairly simple without being bland... the sort of look that will appeal to species from Venus and Mars alike.

There's vroom for just about everyone, boet

From the outside it is a really quite pretty sedan, but not so that it would cause neck-jerking injuries or stand out in a supermarket parking lot.

I also drove the 4-door 1.6 litre Manual Sport for a while and it was... well, sort of typical Fiesta, which is not a bad thing at all.

There are three engine choices – the 1.4 litre Duratec, 1.6 litre Duratec Ti-VCT and 1.6 litre Duratorq TDCi – to add to the somewhat confusing mix of selections facing the prospective buyer… What to choose, what to choose…?

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The build quality is good and the roadholding is well suited to the younger, main target market at which it is aimed (and the more mature end of the market which is important to Ford but one which they tend to play down in terms of advertising and marketing for fear that it might, just maybe, be perceived by some to be an Old F...s car).

Whilst the sportier hatch will pull the trendies, the sedan will probably appeal more to the young, small family market and to time-rich empty-nesters who don't want to pay top-end prices.

The nicer-looking hatch is pleasantly perky, as long as you don't expect the excitement, driving dynamics, glue-like cling and vroom-vroom performance one would normally associate with a car that brags with a Sport badge. So, no threat to its Focus RS hot-blooded bigger boet then...

All the plusses should push sales

Because of its popularity and tremendous sales success both locally and globally, the smarter, better equipped Fiesta with all its zesty equipment, all-new sedan and auto transmission options, solid reputation and competitive pricing is going to push its world-wide sales figure of one million units to date to exciting new heights.

Fiesta plays for the South African consumer's cash in a hard poker school against toughies such as the Citroen C3, Peugeot 207, Renault Clio, Hyundai i20, Honda Jazz, Mazda2, Volkswagen Polo and Toyota Yaris, but it can walk tall in the best company.

For, with all the improvements aboard, the Fiesta represents Ford's total onslaught on probably the most lucrative segment of the market. It has been elevated into being an even more respected opponent, not just in its own highly competitive segment, but in the overall new car market. No potential new car buyer can afford to overlook it. It's just too good to ignore.

The Fiesta models and prices are:

Five-door hatch
1.4 Ambiente - R163 740
1.4 Trend - R177 880
1.6 Ambiente - R174 420
1.6 Ambiente PowerShift Auto - R186 990
1.6 TDCi Ambiente - R186 990
1.6 Trend - R188 600
1.6 Sport - R206 990

Four-door sedan
1.4 Ambiente - R167 990
1.6 Ambiente - R178 990
1.6 TDCi Ambiente - R191 500
1.6 Trend - R192 990
1.6 Trend PowerShift Auto - R204 990

Three-door hatch
1.6 Titanium - R198 040

All prices include a fully comprehensive four-year/120 000km warranty and four-year/60 000km service plan.

Service intervals are at 20 000km intervals for the petrol derivative and 15 000km for the diesel models. Buyers will also benefit from three-years of Roadside Assistance and a five-year corrosion warranty.

Specifications.

Ford Fiesta road test - Top Gear BBC

Top Gear Ford Fiesta Road Test Part 1

Top Gear Ford Fiesta Road Test Part 2

2011 Ford Fiesta Tested - Car and Driver