Press Release
Fiesta Mk III
After almost 13 years of production, the original Fiesta was replaced in February 1989 by an all-new range of slightly larger 3- and 5-door models with smoother aerodynamics.
For the first time in a car in this class, features included an SCS (Stop Control System) anti-lock braking system, optional on all manual transmission Fiestas.
The new, third-generation Fiesta also offered an electrically heated windscreen de-icing system, CTX automatic transmission on 1.1-litre and 1.4-litre models, Ford's new 1.8-litre indirect injection diesel engine for ultimate fuel economy, new moulded seat design, high-security door and steering locks, and adjustable-height front seat belt anchorage points.
All engines could run on leaded or unleaded fuel and the range included two new 'lean burn' High Compression Swirl engines in 1.0-litre and 1.1-litre versions. Improved 1.4-litre and 1.6-litre lean burn units completed the petrol engine range.
The XR2i performance version joined the 18-model line-up in October 1989, complete with a unique body kit and interior, plus sporty performance to match its looks.
In spring 1989, the eagerly-awaited replacement model was introduced at the Geneva Motor Show. But first the new car had to withstand a new level of testing. Some three million kilometres were put on the clock, not just in test labs and on private test tracks, but in everyday driving on public roads. For this reason, around half of the target development mileage was completed by customers, generating further feedback and information that could be evaluated and used in the final development stages before market introduction.
This was a first in Ford history. Some 250 pre-production models, covering all body style, package and powertrain derivatives, were introduced into predominantly large company fleets in December 1988. Every week the cars were put through a pre-determined programme and then tested for quality, durability, consumption and reliability.
Alex Trotman, then Chairman of Ford of Europe, explained the importance of this work: "Ford is striving to deliver top quality in all areas. We are sure that the Fiesta will be one of the lead players in its class. The desired quality level will be achieved not least through this test programme."
The Art of Fiesta
Another of the more unusual events in the Fiesta's history took place in 1989. It demonstrates just how much impact the Fiesta had made on the imagination.
Cologne action artist H.A. Schult dedicated a three-day "happening" in Cologne with the words "No other industrial product has inspired people's imaginations more, moved their dreams more strongly, changed their daily lives and influenced their towns and countryside? The Fiesta is "the symbol of a car that is there for everyone."
Schult's disguised Fiesta sculptures around the city illustrated various themes such as the age of marble, the stone age, clouds, waves as well as more contemporary trends such as disco dancing. Some 200,000 visitors saw the citywide exhibition and it was covered by 14 television broadcasters from around the world. His "Goldener Vogel", a Fiesta as a golden bird, became a lasting symbol in Cologne.
In Spain, Catalan artist Josep Guinovart was similarly inspired, using a Fiesta XR2i as his 'canvas'. Using his paintbrush and bits of earth, Guinovart transformed Ford's small car into a one-of-a-kind artwork.
Fiesta continued to shine in the eyes of the automotive media. In a comparison test in August 1989, Germany's auto, motor und sport proclaimed that the new model outshone all its main competitors, VW Polo, Fiat Uno and Peugeot 205. In Autobild the same year, the whole Fiesta car line won first place against Fiat Uno, VW Polo, Nissan Micra, Opel Corsa and Renault 5.
Sales success
By the end of 1989, Ford was able to look back on the best sales year in its history to date. Just one month after its market launch, the new Fiesta was leading its segment sales chart in seven European countries.
Over 500,000 new Fiestas were sold by the end of the first year, the best start-up of any European car at that time. Since its original launch in 1976, 5.25 million Fiestas had been built in Cologne, Germany, Valencia, Spain and Dagenham, UK. And the awards kept rolling in: auto, motor und sport readers' choice for 'Best Small Car in the World', Auto Zeitung's 'Smartest Small Car', What Car?'s 'Car of the Year 1989', Neue Revue's 'Best City Car' and Spain's 'Car of the Year 1990'.
This period marked the zenith of Fiesta popularity across Europe. Over the years 1990-1992, more than 1.8 million Fiestas were registered to European owners. In 1992 alone, Fiesta sold a record 648,781 units.
The sporty tradition of the Fiesta continued throughout the period. Hot on the heels of the XR2i, the high performance RS Turbo was introduced in 1990 and then upgraded in 1992 to the Fiesta RS1800i, with the new 1.8 litre, 16-valve engine delivering 130 PS.
For 1993, Fiesta introduced a newly developed safety innovation. Its low head injury criterion steering wheel was equipped with special bolstering to reduce the likelihood of head injuries in accidents.
Further additions included a five-speed transmission, stereo cassette radio with RDS automatic volume control and key code anti-theft system, and a sunroof made of special heat-reflecting glass.
Throughout its history, a long list of special edition Fiestas has been introduced in almost all European markets. One example, the Fiesta Calypso made its debut this year, with an electric sliding canvas roof that did not impact on interior sound, with the car retaining a low noise level throughout its speed range. Seat upholstery was colourful and offered firm support and the suspension comfort was said to be among the best in the class. Other examples of special editions over the years include Fiestas Bravo, Lady, Sandpiper, Festival, Economy, Quartz, Finesse, Champ, Sound, Chianti, Magic, Dash, Bonus, Firefly, Finesse II, Olympus Sport, Flight, Fresco, Cayman and many more.
Safety advances continued the following year, 1994, when Ford announced to its customers that all its vehicles would henceforth be fitted with an airbag as standard. This was the company's largest safety initiative to date and included a pioneering system in the small car class. Alongside the driver's airbag was an optional passenger airbag, a strengthened chassis with side impact protection, a pre-tensioning and web-grabbing front seat belt system, a safety steering wheel, anti-dive front seats and an emergency switch to cut off petrol flow automatically in case of accidents.
In 1994, crash testing of the Fiesta by magazines provided proof of the efficacy of Ford's safety drive. A journey one-tenth of a second long resulted in a 54.9 km/h impact with a 100-tonne concrete barrier. Behind the wheel a Hybrid III dummy. Despite the natural handicaps of small car builds – low weight and short deformation zones – the Fiesta proved it was an optimized package. The passenger cell remained largely intact minimising the risk of injury to Fiesta passengers.
Fiesta Mk IV
An all-new Fiesta family was introduced in 1996. The new version was powered by a new family of Zetec SE multi-valve light-alloy engines (initially a 75 PS 1.25-litre version followed by a 90 PS 1.4-litre). A reduced-emission version of the 60 PS 1.3-litre petrol engine was renamed the Endura-E and the line-up was completed by the Endura-D, 60 PS 1.8-litre diesel.
Other features included a fresh new more rounded exterior style, with soft angles between panels and feature lines, a low nose, deep backlight and large lamp clusters. Re-engineered front suspension used a sub-frame to stiffen the front-end structure and isolate the powertrain more effectively. At the rear, a new twist beam axle design incorporated stiffer arms and toe-correcting geometry to improve handling, and soft spring rates to improve ride comfort.
The all-new interior provided a cabin environment combining quality, comfort and excellent ergonomics. Occupant and vehicle security were improved to the highest standards in the small car class with, another segment-first, the combination of an advanced four-channel electronic anti-lock braking system (ABS) with electronic brake force distribution and traction control.
It was also winning awards for its 'green' credentials. Low fuel consumption and exhaust emissions, and an environmentally friendly production process, put it ahead of not only the rest of the Ford line-up but the competition as well.
That year, Fiesta celebrated 20 years on the market. In that time, it had been the top selling car – in all classes – three times in Europe as a whole, 12 times class bestseller in Germany, 19 times in UK and four times in Spain. The celebration was made complete with the production achievement of the 8.5 millionth unit.
The Turin Show in that year also saw the presentation of the 'cheeky but charming' Saetta Concept. Meaning 'fast as lightning' Saetta was a Fiesta dressed in the clothes of a two-seater out of the Ghia design studio. A roll bar ran from the hood to the trunk creating not only a startling, eye-catching design, but also providing the chassis stiffness needed for a fun, compact sports car. It was an early forerunner of the Ford Streetka.
Completing the year's product actions, Ford added driver and passenger airbags as standard on all Fiesta models.
Another idea based on Fiesta architecture – the Ford Puma sports coupe – debuted in 1997 to the delight of driving enthusiasts. It was powered by a 1.7-litre four-cylinder engine with variable cam timing for outstanding responsiveness and performance.
Fiesta Mark V
At the Frankfurt Motor Show in 2001, Ford unveiled its latest shape version of Europe 's biggest selling small car.
A new front with angular headlights aligned the Fiesta design with its New Edge stablemates Ka, Puma and Focus. The safety provision was extended further with driver, passenger and now side airbags as well as electronic four-channel ABS. Power steering, aluminium alloy wheels, air conditioning and remote-controlled central locking were all featured.
Lead model in the new series was the 1.6-litre Fiesta Sport with 103 PS and 15-inch aluminium wheels with 195/50 tyres. A stiffer body and reduced ground clearance combined with powerful brakes and optimised power steering to deliver a great handling and driving performance.
The new Fiesta was highly regarded by automotive journalists for its driving dynamics and over all driving quality as it carried the Ford small-car flag in an increasingly competitive European automotive landscape. Undaunted, it started its current path, achieving year-on-year sales growth. Like all Fiestas, it was no flash in the pan.
Like a popular television series, the new Fiesta even inspired a spin-off model in 2002 – the new Ford Fusion, a new type of vehicle with a generous, family-sized space with a small-car footprint and a higher driving position. Fiesta's new relative made its public debut at the 2002 Geneva Motor Show.
Performance Injection
And in 2004, Ford gave the new Fiesta even more emotion, creating two new performance models. The new flagship was the 2.0-litre 150 PS Fiesta ST and it was the first road car created by Ford's new TeamRS, an organisation within Ford specialising on performance cars and motorsport competition.
Ever since the Fiesta XR2 of 1981, affordable performance and sheer driving pleasure had been major characteristics of Ford's small car range. Fiesta ST's mission was to bring that excitement to a new generation of drivers.
Fiesta ST was aimed right at the heart of the popular 'junior hot hatch' class. Ford's objective was to create the best all-rounder in the class with outstanding driving credentials.
The new Fiesta ST saw the return of the fast Fiesta. Its new stablemate, the Fiesta S, would provide two added performance versions – including the first Fiesta performance diesel.
Designed to be a fun to drive ?warm hatch' with sporty looks, enjoyable handling and peppy performance, Fiesta S was more economical to buy, to run and to insure. Based on the three-door Fiesta body, the S model featured the same roof spoiler and deep front and rear bumper mouldings as Fiesta ST, as well as versions of its grippy sports seats.
Fiesta manufacturing today
Before the production start of the new-generation Ford Fiesta and Ford Fusion in November 2001, Ford of Europe and its suppliers invested 525 million Euros into the modernization of Ford's Cologne assembly plant and a neighbouring supplier park. This industrial complex is highly regarded in the industry for its high levels of efficiency and capacity utilisation.
Today, the Ford Cologne Assembly Plan works around the clock in three shifts to product 1,800 units of Ford Fiesta, Fiesta ST, Ford Fiesta Van and the Ford Fusion in a fully flexible manufacturing environment.
In 2005, Ford's Cologne works produced 403,349 units, among them 98,300 Fusion models.
Fiesta and Ford Fusion are exported from Cologne into more than 50 countries, including example to Angola, Australia, Brunei, Japan, Hong Kong, New Zealand, Singapore and South Africa. The farthest flung Fiesta export market is the Pacific island Tahiti.
Looking Ahead
Ford's original vision for the Ford Fiesta was to create a small car for the world, just like the Model T had been at the beginning of the 20 th Century. In many ways, Fiesta has achieved that goal, touching faraway markets but remaining firmly footed as a leader in the important European small-car segment.
Today, as the momentum builds for the latest and enhanced Fiesta – sales up 10 percent on 2005 so far and aiming for its best sales year in seven years – this iconic model is looking ahead to the old saying: "life begins at 40."
