Ford of Europe boss Stephen Odell has denied that the next-generation Ford Ka will be aimed at budget rivals such as the Dacia Sandero, saying that it has been designed to meet customer needs.
The Ka Concept was revealed at the end of last year in Brazil, where it will be built, and then made its European debut in Spain. The five-door concept showed a marked departure from the current Ka, co-developed with Fiat.
"We're not pushing down with the next Ka so much as meeting the requirements of the market," said Odell. "There's a clear demand for cars of this size and price.
"We are not going up against the value brands. We might be priced towards the top end of their offering and the lower end of the middle market, but that's a function of offering a car customers want.
"I'm quite excited by it. It will offer something very different to the Fiesta, at a very different price, but still have the hallmarks of Ford DNA. I'm very excited."