Currently reading: Ford axes 40% of UK Fiesta line-up to boost profitability in Europe
Discontinuation of slow-selling models brings price of cheapest Fiesta up to £15,665 from £13,965
Autocar-Felix-Page
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2 mins read
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. 

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.

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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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PatrickBerhaut 5 March 2019

This one is incredible

This one is incredible

No Sleep Pete 5 March 2019

Be Very Careful Ford

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.

Takeitslowly 7 March 2019

No Sleep Pete wrote:

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.

Y7otusAutocar 19 March 2019

Manual Polo GTI

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.

Bob Cat Brian 4 March 2019

De ja vous

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?

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