Verve 4-Door Concept

Coming out party

Way back in January of this year, Ford introduced two small car concept vehicles at the Detroit Auto Show. The vehicles, one a three-door hatchback and the other a more conventional 4-door sedan were both called Verve. According to Ford VP J. Mays, “Verve aims to ‘right’ North American buyers’ earlier small-car experiences by offering a product that changes customers’ views of small cars from ‘cheap’ to chic – and from affordable to desirable.”

Since that time, of course, the entire auto industry has been set on its ear. First, rising gas prices and then, the economic turmoil have combined for a one-two punch never before seen. But despite (and possibly because of) these circumstances, Ford has stuck to and even expanded its small car marketing plans.

The new Fiesta (the production name for the Verve) hatchback in both 3 and 5-door versions was unveiled at the Paris Motor Show in early October. Today, the sedan had its coming out party in Guangzhou; a city located about 60 miles northwest of Hong Kong.

2009 Ford Fiesta Sedan

Why China?

This is a global economy and China is a critical market if a downsized Ford is to succeed in the 21st century. “Launching the all-new Fiesta sedan to the world in China signals the importance of China and the Asian region in Ford’s global strategy, ” said John Parker, executive vice president, Asia Pacific and Africa, Ford Motor Company. “This is a sophisticated small car. Design combines with advanced technology to deliver very high levels of refinement, safety and class-leading fuel efficiency. This new Fiesta proves Ford’s leadership in small car design and development.”

The importance of the Fiesta

Back in January, Car and Driver magazine voted the Verve one of the 10 most significant debuts at the auto show and the production version doesn’t disappoint, either. The Fiesta has everything that is lacking in Ford’s current small car lineup in North America – it is sleek, racy and filled with the promise of class-leading handling – everything the first generation Focus was and the current generation isn’t.

More importantly, the sedan is a given in this market from the get-go, considering Americans’ preferences for this body style over a hatchback (even though Ford has revised its plans and will build a hatch alongside the sedan).

The Bottom Line

While those Euro car buffs at LotPro.com are eagerly anticipating the Fiesta hatchback, chances are that it is this sedan version that will account for the lion’s share of Fiesta sales here in the states and for that reason, its importance can’t be overemphasized.