Fiesta ST delayed but high specification expected.

[HSE2]

https://www.whichcar.com.au/news/for...launch-delayed


A sub 30k or close to price with those features should work, but the now ST only model for our country is perplexing in a market that was down sizing.

5 years ago I would have put decent money on Ford making inroads into the small car market.

[Perko]

I would agree with the last comment Ian in isolation. Ford have never been able to find the right angle in most markets where they have tried for market penetration. By this I mean that if the model doesn't sell itself then they just seem lost. I look back to the Ford Laser days early on. Great cars that were marketed well and I had two of them. Even the stinker KF series.

Now Ford have a range of cars that I think look great, they handle, are well appointed and yet struggle to make in roads. Some big questions have to be asked as to why marketing still fails. Ranger and Mustang has largely sold itself. I love the Fiesta and Focus. Great cars. Will be grabbing a Focus for the middle son in the next 6 months. Shame you don't see more of them about.

[FTe217]

with all these surveys etc they have been doing for years now you'd think they would have some idea what works what doesn't regards the small hatch market.
Their social media pages - are customers or prospective ones giving feedback I don't know.
What the opponents do etc, its not like trying to find a needle in the hay stack.
I think they have such a huge Dealership service stigma the consumer just don't consider them whilst you have great choices such as Mazda/Toy/Hyundai/Kia/Honda and then throw in the euro choices no wonder they are the Ranger Pony company.

[WASP]

I would agree with the last comment Ian in isolation. Ford have never been able to find the right angle in most markets where they have tried for market penetration. By this I mean that if the model doesn't sell itself then they just seem lost. I look back to the Ford Laser days early on. Great cars that were marketed well and I had two of them. Even the stinker KF series.

Now Ford have a range of cars that I think look great, they handle, are well appointed and yet struggle to make in roads. Some big questions have to be asked as to why marketing still fails. Ranger and Mustang has largely sold itself. I love the Fiesta and Focus. Great cars. Will be grabbing a Focus for the middle son in the next 6 months. Shame you don't see more of them about.

It’s the great misconception about marketing. No amount of it will sell (in large numbers) a product that the market either doesn’t want, or understand. No amount will 'fix' a brand either, although it can influence perceptions.

The roll of marketing is to ensure that what been presented is, and remains front of mind with its target audience(s). You can put a Ford Focus in front of consumers all you want, and while this will yield a modest sales gain if what it represents the buyers mind is not trusted, or the product is not perceived to meet expectations then it is not going to take off to become a market leader in that segment.

As far as small cars go, the Ford brand has been on the nose for a long time, in particular the more recent Euro Ford's which have has never really resonated with our local market in the same way the locally assembled Lasers did. As consumers, our market appears to trust mostly Asian brands and their products appear to continue to meet consumer expectations as a safe option.

I think this is why Ford is conceding to this small car market to some degree, with the exception of it’s its niche performance line up. The small car market has declined, becoming more saturated and competitive. This is not a place you want to be when trying to create a paradigm shift in consumer thinking about your offering. Changing buyer beliefs takes a long time, dedication and massive financial investment. The Asian brands like Toyota, Kia, Mazda, Hyundai etc have been fantastic at doing this over the past 20-30 years or more, but not so Ford or other American brands. 30 + years ago Japanese and Korean cars where perceived as cheap and nasty. 15+ years ago we baulked at the idea that Lexus was credible contender in the prestige market. Today, these brands and cars are market leaders and their brands are trusted all over the world.

Ford's products such as Mustangs and their light trucks do sell themselves. So do their Euro performance models in most markets. These offerings align with buyer perception of both what Ford represent and what those models present.

[dash gt]

I hate being negative but this car is a waste of time for us.

[HSE2]

I hate being negative but this car is a waste of time for us.

Everyone who drove the last model raved about it. It’s got me intrigued.

[Perko]

I hate being negative but this car is a waste of time for us.

Why a waste Brent? I loved this and the Focus. If I was looking for a small hot hatch for around town then this would have been on my radar.

[dash gt]

Because they don't sell... Ford would be better off focusing on something like a Endura ST powered vehicle. We need cars that sell and give the brand momentum. Look at the amount of dealers who still have RS's they cannot move.

Just another niche car that will sell to the minority.

[Perko]

Because they don't sell... Ford would be better off focusing on something like a Endura ST powered vehicle. We need cars that sell and give the brand momentum. Look at the amount of dealers who still have RS's they cannot move.

Just another niche car that will sell to the minority.

It that case will the Endura ST sell? I like the fact that each model has a performance car, exactly like the Falcon did. They didn't always sell in huge numbers but they were a halo product that fit a niche. We whinged that we don't want Ford to become a white goods importer then we need these cars. They offer something that other brands don't. Is the reason they don't sell because Ford got the numbers wrong on the amount to bring in and lack of marketing around them? I never saw any marketing of the ST's anywhere, any model. Yet you see it with the Raptor, and the mainstream models across the range.

I think that Ford needs the ST range. Will they sell in huge numbers, no. However they have a marketing fit for a group of people that want performance. Ford need to look at that market. If you are using a niche car argument then why did we even bother with FPV?

[4Vman]

Somehow Ford finds ways to limit the appeal of very good specials:

Manual only RS is a perfect example.