The Car That Could Save Ford

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Behind the Wheel

Small cars demand small, efficient engines—and Ford has one. The 1.6-liter, 118-horse power engine and European-tuned suspension will come with either an automatic or five-speed manual transmission. That's enough to go 0-60 in 9.9 seconds. Perfectly adequate unless you are Speed Racer. Fuel economy for the small power-plant is not set yet. Some Web sites have speculated that combined miles per gallon for the Fiesta will be 35 or 36 when the U.S. Environmental Protection Agency runs it through its paces. At that level, which would include 40 mpg or better on highway, Fiesta would beat all comers in the category, including the Honda Fit. Ford is after bragging rights.

Colors aren't set yet, but the Euro version I had was a muted green called, for some reason, "Squeeze." The 118-hp engine may not inspire speed-loving, steak-eating Americans, but the taut suspension and the smooth manual shifter made driving around town and some back roads fun. Steering response and turning radius into parking spaces was quite good, perhaps even better than the Honda, which is pricier.

If rear-seat passengers over 5'7" are squeezed, the driver and front seat occupant do just fine. Well-constructed leather seats offer support. Room up front is abundant in every direction. The dash and instrument panel, an homage to cell-phone keypads, is logical, though I did spend 15 to 20 minutes sorting out all the functions. No big deal. Ford's SYNC system, which allows hands-free phoning, texting, and iPod control, as well as traffic info and other services, is an option that most connectivity-addicted drivers will want. And that will help Ford make a profit on such a small car, something it hasn't been able to do in the U.S. lately.

If I had one niggle, it is that some of the plastic surfaces found in the Euro version and expected to carry over to the U.S. seem a bit cheap, especially in the lower half of the car inside the cabin. But that's hardly a deal breaker. Space behind the rear seat was big enough for three to four grocery bags. Naturally, the rear seats fold down, which, combined with the hatch, makes the Fiesta as versatile as any of its rivals.

Pricing hasn't been announced yet, but Ford executives say the bracket should be between $12,000 and $16,000.

Buy It or Bag It?

Ford thinks it's on to something with this small car and is trying to build anticipation for its arrival. It has selected 100 people to drive the Euro version of the Fiesta to gauge acceptance and figure out if it needs any tweaking before it's unleashed on the broader public. People who are driving can be followed on Twitter, Facebook, and www.Fiestamovement.com.

Normally, a car company wouldn't be so public for a whole year before the car goes on sale. But Ford is hoping that the success of the car abroad translates to interest and fashion appeal in America.

Classy-looking and well-packaged for a small, inexpensive car. And it could well be the top fuel sipper in the category. From a Detroit automaker. And the critics said it couldn't be done. Welcome to America Fiesta.

Kiley is a senior correspondent in BusinessWeek's Detroit bureau.

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