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Discussion Starter #1
The Hatch Is Hot: Ford Fiesta Sales Show Trend Toward Five-Door Models, Paving Way for Focus
Ford Press Release




  • New 2011 Ford Fiesta hatchback sales are countering conventional wisdom about hatch popularity in the U.S. market; Ford also is preparing to launch its all-new Focus in both hatch and sedan bodystyles
  • When Focus goes on sale, Ford will be the only full-line auto manufacturer to offer its B- and C-segment small cars in both sedan and hatch bodystyles in the U.S. market
  • American buyers may be showing shift to the utility of hatch configurations seen in other countries; European hatch take rates approach 99 percent in C-segment vehicles
  • The hot new Ford Fiesta is defying conventional wisdom about hatchback cars in the American marketplace.

DEARBORN, Mich., Sept. 28 /PRNewswire/ -- Ford sales figures show more than 60 percent of early Fiesta sales have been five-door hatchback models – a take rate that is bucking the national hatchback trend of just 8.3 percent in the 2009 model year, according to Wardsauto.com, a leading industry trade publication that tracks bodystyle trends.

The numbers also bolster Ford's decision to offer the all-new Focus, to be shown in Paris on Sept. 30, in both hatch and sedan variants in the U.S. market. The addition of Focus will make Ford the only full-line vehicle manufacturer to offer both sedan and hatchback versions of its B- and C-car lineup in America.

"American car buyers have grown accustomed to the convenience of hatch bodystyles after years of owning SUVs and crossovers," said George Pipas, Ford sales analyst. "Combined with a generation of younger drivers who have been exposed via the Internet to popular high-performance hatchback offerings in Europe and Asia, we may be seeing the beginning of a shift in buyer acceptance of hatchbacks."

European buyers have long had an affinity for hatch bodystyles. Ford C-segment sales data, covering Focus-sized vehicles, show a whopping 99 percent of the total European market is dominated by vehicle configurations with a hatch.

As Ford continues to roll out global vehicle platforms like Fiesta and the next-generation Focus, the company is investing in flexible plant capacity. The flexibility will ensure Ford is able to react quickly to changing tastes, providing a vehicle mix – hatchback or sedan, base model or fully loaded – to serve varied consumer demands around the world.

In addition to its 60/40 hatchback/sedan sales split, Fiesta buyers have also shown some unique preferences reflecting a shift in small car mentality. Both hatchback and sedan versions of Fiesta are proving popular when heavily optioned, contrary to the traditional American-market perception of the small car as entry-level commuter vehicle. Sales as of early September reflect the following:

  • Among Fiesta models on which it's offered, more than 50 percent of buyers choose leather seating surfaces; nearly half of all Fiestas have heated seats
  • Ford SYNC® is featured on 80 percent of Fiesta models
  • Nearly 80 percent of Fiestas come equipped with the premium six-speaker sound system; more than half also include SIRIUS® Satellite Radio
  • Among Fiesta models on which it's offered, 80 percent are equipped with keyless entry with push-button start
  • Nearly 24 percent of all Fiestas have a moonroof
  • Top Fiesta colors, in order, are Lime Squeeze, Blue Flame Metallic, Monterey Gray, Red Candy and Black

Behind the shift in bodystyle and content levels are younger customers who have no memory of the gas crisis – and its attendant automotive sacrifices – that early hatchbacks were associated with. But they're also not willing to make similar sacrifices in their small cars.

"Growing up in well-equipped SUVs and crossovers, many of the younger buyers choosing Fiesta are accustomed to amenities," said Pipas. "This car is full of surprising features particularly for its class, and buyers are responding, finding that a Fiesta with all the technology and convenience features they're used to is fun to drive and well within their budget."
 

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I am really surprised that Toyota and Honda abandoned the hatchbacks a while back. It was really their bread & butter throughout the 70's and 80's.

maybe we will see a Fusion hatchback a few years down the road.
 

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Toyota still has the Yaris, and Honda has the Fit. I'm not surprised by this. As a former notchback coupe owner, and now the owner of two consecutive hatchbacks, I'm solidly sold on the versatility of hatches. I even generally prefer the styling.

In terms of D-segment vehicles (midsize sedans in Yankee-speak) I think a 5-door configuration could be the best one. It still retains the general lines of a conventional sedan, but gives you nearly all the versatility of a wagon. I know, I know...people will point out the 5-door Mazda 6 was a sales flop, but count me as one of the dozen or so people that really liked it. I just think it was an idea ahead of its time. That bodystyle is still offered in Europe.
 

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Honda did offer the Civic and Accord as hatchbacks back then, and they sold very well...Toyota also offered the Corolla, Tercel, and Camry hatchbacks.

I'm glad to see Ford is once again offering a hatch for their subcompact as they did for the Aspire, and on their Compact as they did for the Escort.
 

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SUV = automakers higher profit margins
Car hatch/wagons = lower profit margins

Hence the reason why automakers in North America pushed the SUV/CUV and created the need. Very well done I`d say.

Tough financial times are pushing the smaller sized versatile vehicles and the auto company that can meet this need will do well.

Ford N.A. is one of those companies.
 

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Discussion Starter #7
Hot Fiesta sales may show way for Focus

Hot Fiesta sales may show way for Focus
The Detroit News

Scott Burgess and Alisa Priddle
October 01. 2010




Paris -- Ford Motor Co. wants to emulate the successful global launch of the Ford Fiesta with the new Ford Focus lineup, executives said Thursday.

Since its launch in the United States four months ago, the Fiesta is netting prices higher than the current Focus, pulling in new and younger buyers and selling in colors and body styles Ford didn't anticipate.

"There are a lot of surprises from the Fiesta story," said Jim Farley, Ford's head of global marketing.
The subcompact's success in Europe, where bright colors are popular, prompted American executives to try bolder colors here such as the "lime squeeze" green that is now accounting for 25 percent of sales.

The ground broken by the Fiesta is changing the way Ford plans to launch the Focus early next year.
Expect bold colors, a top-of-the-line Titanium model and social media to play a prominent role in the global marketing campaign for the Focus, Farley said.

The Fiesta also reveals a new trend among American consumers.

"The Fiesta shows that American are interested in hatchbacks," said Aaron Bragman, IHS Automotive analyst in Northville. About 60 percent of buyers are choosing a hatchback.

The Fiesta is also bringing down the average age of buyers around the world. In the United States, the last region to receive the subcompact, a third of Fiesta buyers are under 35 years old. .


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