The Hindu Business Line : Fiesta: A grander entry

The Ford Fiesta has had a successful run since its launch in November 2005. But the weakest model in the five variants line-up was the 1.4-litre Duratec EXI. With its underpowered 1.4-litre petrol engine, the EXI was too obviously slotted in the entry-level, stripped-down trim segment.

Buyers of the petrol Fiesta preferred to buy the higher trim variants and were clearly gravitating towards the more responsive and refined 1.6-litre petrol engine models. What is more, while the 1.4-litre Duratec petrol must have felt underpowered for a car in this class, it would have also not represented a decent enough compromise by offering fuel efficiency that is as good as the segment leader — the Honda City.

So, a boost to the Fiesta 1.4 EXI's prospects was due, at least in order to improve the variant's appeal for buyers looking for a value-for-money sedan that also offers a few practical, luxury features.

Ford recently launched a new mid-trim variant that will do just that — attempt to improve the base variant's appeal by offering a few premium extras.

The new 1.4-litre petrol ZXI version is the latest addition to what is now a six-model line-up of the Fiesta, including three petrol and three diesel variants.

Ford India officials have said the new 1.4-litre petrol ZXI is ideal for city driving and has been introduced in direct response to customer feedback. The new version is expected to complement the Fiesta range with value-added features.

The new ZXI series boasts of additional features, including electric outer rear-view mirrors; programmable keyless entry and driver seat height adjust mechanism.

In the new Ford Fiesta series, the Duratec (petrol) family will now constitute a 1.4 EXI, a 1.6 SXI and the all-new 1.4 ZXI. The Fiesta Duratorq (diesel) range will similarly include a 1.4 EXI, a 1.4 ZXI and a 1.4 SXI.

In addition to the new features, the Fiesta ZXI series already offers customers the following features as part of its standard fitment:

1.4 Petrol 16V DOHC engine or a 1.4-litre, 8-valve, SOHC TDCi engine.

Full chrome surround twin projector headlamps.

Chrome surround radiator grille.

Body side protection moulding.

Front fog lamps.

Metallic painted finish centre console.

Aluminium finish interiors (inside door release, gear knob and park brake button).

Rear defogger.

Front map reading lights, rear reading lights and glove box lamp.

Foldable rear seats with adjustable rear headrests.

Rear centre armrest with cup holders.

In addition to the changes in the ZXI, the SXI series (both petrol and diesel) will also now be offered to customers with ABS (anti-lock braking system), making the Ford Fiesta the only car in the premium mid-size segment to have this feature as standard fitment. Earlier, ABS was an optional addition in this trim variant.

Alloy wheels are now being offered as an optional addition in the SXI series, allowing customers to choose from a wide range of stylish alloy wheels from Ford genuine accessories. In addition to these value-added features, the SXI series also includes the following as standard fitment:

6-CD in-dash music system with six speakers.

Leather upholstery.

Leather-wrapped steering wheel.

Chrome insert on body side moulding.

Clock, time and outside temperature display.

Chrome bezel on fog lamps.

Chrome rear appliqué.

Aggressively priced at Rs 6.31 lakh (ex-showroom, Chennai), the new Fiesta 1.4 petrol ZXI should be able to shore up the 1.4-litre variant's relatively lower image of premiumness.

With the competition also closing in and the diesel versions of cars such as the Hyundai Verna, Suzuki Swift DDiS and the new Tata Indigo Dicor eating into the Fiesta 1.4 TDCi's share, revisiting the price-value proposition for the Fiesta is even more important for Ford if it wants to retain its current position in the market.

Responses may be sent to: smuralidhar@thehindu.co.in

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