End of an era for the Fiesta

DASHBOARD END OF THE ROAD FOR THE LEGENDARY FIESTA

• Decision will bring the curtain down on decades of Fiesta sales • Last Fiesta will be built in June 2023; S-Max and Galaxy to end in April 2023 • ‘Killing the Fiesta is madness,’ says Mr Wheeler Dealer Mike Brewer

by James Batchelor

@JRRBatchelor

Ford has confirmed it’s killing off the Fiesta as it transitions to an electric future.

The decision comes amid dwindling sales of MPVs and superminis being ditched as carmakers seek higher profit margins with SUVs and crossovers.

Ford’s Cologne factory in Germany will make the last Fiesta by the end of June 2023. When it does, that will bring the curtain down on decades of sales.

Up until the Covid-19 pandemic, the Fiesta – introduced in 1976 – was routinely the bestselling car and topped new car sales tables month after month.

It was the UK’s best-selling new car for 12 years in a row between 2009 and 2020.

In July 2014, Ford declared the Fiesta to be the best-selling vehicle ever in the UK with more than 4.1m sales since 1976.

Since then, the total has reached nearly five million.

But the Fiesta has only appeared three times in the monthly top 10 best-selling cars data collated by the SMMT in 2022.

In September, Ford shifted 4,570 Fiestas ,securing it sixth place in that month’s bestsellers chart, while in March it finished 10th with 3,890 registrations.

In October, the month Ford made the announcement, the SMMT raised industry eyebrows by revealing the supermini was that month’s best-seller.

Aside from these few and far between strong performances, the Fiesta and its hatchback brother, the Focus, have been replaced by the Puma and Kuga in the top sellers chart for most of 2021 and 2022.

Ford will now quickly roll out a raft of new electric cars, and the Fiesta doesn’t feature in that product plan.

The SMMT’s most recent used car data shows there were 71,429 sales of the Fiesta in Q2 2022 – more than for any other used car.

Auto Trader data shows there have been 43m advert views of used Ford Fiestas between September 2021 and September 2022, with the average selling price being £10,956.

It was also named Used Small Car of the Year in the 2021 Car Dealer Used Car Awards.

Commenting on the Ford announcement, Used Car Awards host and Mr Wheeler Dealer Mike Brewer said: ‘I have made my career with cars like the Fiesta, Escort, Capri and Cortina, and have helped to keep these cars alive.

‘Killing off the Fiesta is heart-breaking.

‘I understand Ford has a vision and there is a race towards electric SUVs, but scrapping the Fiesta when it’s still so popular is madness – it’s a global car and you see them everywhere.’

He added: ‘No doubt we’ll see the Fiesta name again in the next decade on some pumped-up electric SUV.’

WE’RE ALSO SAYING SO LONG TO THE S-MAX AND GALAXY

IT’S NOT just the Fiesta that doesn’t fit with Ford’s future plans but also its two famous people-carriers.

The S-Max and Galaxy, beloved by families and minicab firms alike, will also follow the same path as the Fiesta in 2023. Production of the S-Max and Galaxy in Valencia will stop next April.

Martin Sander, general manager of Ford Model e Europe, said: ‘At Ford in Europe, we are accelerating our efforts to go all in on electrification, with our passenger vehicles being fully electric by 2030 – and all vehicles across our Ford portfolio by 2035.

He added: ‘We will introduce three new exciting electric passenger vehicles and four new electric commercial vehicles in Europe by 2024.

‘We plan to sell more than 600,000 electric vehicles in the region by 2026.’

Killing off the Fiesta is heart-breaking.

Fiesta I (1976-1983) It was nearly 50 years ago when Ford began working on the car that would become known as the Fiesta, with the 1973 oil crisis adding urgency to the need for an affordable, efficient model.

Its name marked the link with Spain and the car was an instant hit.

Fiesta IV (1996-1999) The Fiesta IV had a far more rounded shape than its predecessor, with the more aerodynamic shape further enhancing fuel economy.

A raft of new engines was introduced, while this Fiesta also served as the basis for the sporty Puma coupe, launched in 1997.

Fiesta VII (2008-2012) A much more rounded Fiesta was introduced in 2008. The design was slightly softer, with Ford now targeting more female buyers.

The low running costs continued with the ‘ECOnetic’ model – becoming the UK’s most fuelefficient five-seat family car. Fiesta II (1983-1989) Although there might not seem a huge difference, this newer Ford was larger and more fuel-efficient.

New engines were introduced, including a 1.6-litre diesel, while the revised XR2 in 1984 brought improved suspension and brakes.

An auto was launched in 1987. Fiesta III (1989-1996) The Fiesta III represented a major change in design and took the push for efficiency further.

Here, we saw all the hot hatches, initially the XR2i with a 1.6-litre petrol engine, followed by the quicker Fiesta RS Turbo. An RS 1800 got a 16-valve 1.8-litre petrol engine.

Fiesta V (1999 -2001) The arrival of the fifth Fiesta really proved to be little more than a mid-life facelift. Arriving just three years after its predecessor went on sale – and replaced just two years later – it also saw the introduction of the Fiesta Sport as a racier version.

Fiesta VIII (2012-2017) Introduced in 2012, this version brought a sleeker design and more technology, including a ‘MyKey’ feature that allowed parents to program a speed limiter when their children were driving the car.

Ford also introduced its clever new EcoBoost petrol engines. Fiesta VI (2001-2008) The arrival of this Fiesta was a big step forward.

As well as a boxier design, it also had a range of new engines and was fantastic to drive.

In 2005, Ford introduced a Fiesta ST. With 148bhp on tap, it was the most powerful Fiesta to date.

Fiesta IX (2017-2023) A smarter, more high-tech model, this was available with an extensive choice of trim levels, ensuring the model’s continued popularity as tastes evolved.

The 197bhp Fiesta ST would arrive in 2018, bringing a three-cylinder 1.5-litre petrol engine.