Discontinuation of slow-selling models brings price of cheapest Fiesta up to £15,665 from £13,965
Felix Page Autocar writer
4 March 2019

Ford has reduced its UK Fiesta model line-up from 92 trim variants to 55, raising the price of the cheapest model by £1700.   

Although the Fiesta ranked as Britain’s best-selling car in 2018, reducing the number of options and trim packages available with the segment-leading supermini will allow Ford to cut construction costs and maximise efficiency in production. 

As announced at the beginning of the year, Ford plans to redesign its European business strategy in an effort to improve its competitive position and boost profit margins in Europe. 

Taking what company president Steven Armstrong called "decisive action", Ford will discontinue its slowest-selling European models to make room for more popular replacements imported from overseas.

As evidenced by the firm's online configurator tool, Ford has stopped selling three-door versions of the Fiesta in Zetec (except the entry-level 1.1-litre option), Titanium, Titanium X and Vignale forms. 

Our Verdict

Ford Fiesta

In remaking Britain’s best-selling car, Ford has trodden lightly with the new Fiesta. But does the all-new supermini do enough to keep its place at the head of the table?

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Zetec and Titanium models can no longer be specced with the Bang & Olufsen trim package, while the Fiesta Style and ST-1 have been taken off sale completely.

The range alterations mean buyers looking for a three-door Fiesta are now limited to Zetec 1.1, ST-Line, ST-Line X, ST-2 and ST-3 models. Ford has revealed that three-door variants make up just 25% of seventh-generation Fiesta sales, including the ST. 

A Ford spokesperson said: "Ford is working to reset its business to return to profitability as quickly as possible, including a portfolio of cars targeted closer to customer demand and preferences."

While the Fiesta is the only model to be affected in this way so far, Ford has already put in place cost-cutting measures in the UK. In February, the firm announced plans to cut up to 400 jobs at its engine plant in Bridgend, Wales, as part of a strategy to eliminate “surplus labour” across its workforce, and shortly after warned Prime Minister Theresa May that it may take production out of the UK entirely in the event of a no-deal Brexit.

A Fiesta-based compact SUV will replace Ford’s Ecosport in 2020, which could help the company to strengthen its competitive position in the growing crossover segment.

Read more

Ford plans to 'redesign' European business

Ford Fiesta-based SUV set to replace Ecosport in 2020

Ford aims to cut up to 400 jobs at Bridgend plant

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Comments
8

4 March 2019

Here’s an idea, why not shut the Saarlouis Body and Assembley plant in Germany which only produces the Ford Focus and transfer production to the Valencia plant which currently produces the Focus related Kuga. Spain would be cheaper to produce the car meaning more profits for Ford. Germany would lose out but someone has to lose plus they produce enough cars not to notice the difference. 

26 March 2019
GODFATHER wrote:

Here’s an idea, why not shut the Saarlouis Body and Assembley plant in Germany which only produces the Ford Focus and transfer production to the Valencia plant which currently produces the Focus related Kuga. Spain would be cheaper to produce the car meaning more profits for Ford. Germany would lose out but someone has to lose plus they produce enough cars not to notice the difference. 

 

Valencia builds the Kuga, Mondeo, SMax, Galaxy and Transit Connect. Very much doubt it could absorb all Saarlouis and therefore all Ford of Europe Focus production as well. Why single out Sarlouis anyway?

4 March 2019

That means a Mini One is now cheaper. Unless Ford are going to bundle a Sat Nav (or similar) then this makes no sense at all. A Mini will be worth more in 2 years time and is simply a better car.

4 March 2019

Im sure this was announced 6months-a year ago? The justification then was to make room for the Ka+

Is this a second price increase/push up market or the same story?

5 March 2019

You are increasing the prices of your cars and are now charging in the price range of your "up market" comoetition. The entry level ST is now only approx £1,200 cheaper than the Polo GTI, and VW may yet bring out a cheaper manual model. You are also in MINI price range as TStag says. You are also becoming more expensive at the time that Renault and Peugeot are about to release their, not too shabby looking, superminis. I hope you know what you are doing.

7 March 2019
No Sleep Pete wrote:

You are increasing the prices of your cars and are now charging in the price range of your "up market" comoetition. The entry level ST is now only approx £1,200 cheaper than the Polo GTI, and VW may yet bring out a cheaper manual model. You are also in MINI price range as TStag says. You are also becoming more expensive at the time that Renault and Peugeot are about to release their, not too shabby looking, superminis. I hope you know what you are doing.

 

Perhaps when one factors in higher VW WLC's, cambelt, etc changes and the factor that the ST is highly praised by both owners and the motoring press and much more susceptible to an upfront discount, then the actual price difference becomes very much a secondary factor. Ford also avoided the automotive meltdown that afflicted GM and others, so that seems to suggest they know their onions, at least better than some.

19 March 2019

FYI. I'm afraid VW have no plans to bring a RHD Polo GTI to the UK, despite it being available in Germany since Nov 2018.

Y7otus

5 March 2019

This one is incredible

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