Ford Fiesta - seeking buyers further down the range
The new Ford Fiesta Style gets added to the Ford range and the Fiesta Studio gets a £500 price cut in an effort by Ford to sell more bottom-end Fiestas.
Yesterday we got a new Fiesta limited edition in the Sport Special Edition and today we see Ford tweaking the bottom end of the Fiesta range to get more footfall in its showrooms.
In comes the new Fiesta Style, from £9,995, which gets most of the cheap-looking bits on the body painted instead of being just plastic, and a few appealing toys like one-shot electric windows, driver’s seat height adjustment, remote locking and CD with aux in the standard kit list. Oh, and 15″ wheels with covers (perhaps that’s not such a big selling point).
Acronyms on offer in the style include EBD (electric brake distribution), ESP (Electronic Stability Programme) and EPAS (electric power steering). Stuff without an acronym includes anti-lock brakes (wait a minute – that’s ABS), a heap of airbags and something Ford call ‘Home Safe Lights’. Which we assume means the headlights stay on for a wile after you switch off the ignition.
An all-round perfectly decent spec for a bottom-end Fiesta, except there’s the small matter of the Fiesta Studio, which sits below the Style in the pecking order. So Ford have knocked £500 off the Studio so you can now grab a Fiesta Studio for a modest £9,495 – a £500 price cut.
Ford seem to be doing all this to grab more customers near the bottom end. A full seventy-five per cent of Ford’s Fiesta customers in the UK opt for either Zetec or Titanium spec, so Ford seem to be hoping that the new Fiesta Style, and the cheaper Fiesta Studio, will suck in sales from other car makers.
Did someone say Hyundai?
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