For nearly half a century, the Ford Fiesta was one of the best-selling cars in the UK – and now, three years after it was discontinued, it might be on its way back.
The president of Ford in Europe has strongly hinted at the return of the popular Fiesta brand, this time as an affordable electric model.
For 47 years, the Fiesta was a dependable workhorse on British roads, popular with young drivers, city commuters and cost-conscious motorists.
But sliding sales, rising costs and a pivot by Ford to more luxurious models saw the last Fiesta roll off the assembly line in 2023.
Jim Baumbick told the BBC he would have "news to share in the future" about the Fiesta brand, as Ford announced plans to build seven new models, including a small electric hatchback, as part of a new strategy.
That car is already being referred to as the "electric Fiesta" in automotive circles.
Ford's new strategy, according to Baumbick, represents a return to the mass market in Europe, with the development of affordable cars.
He denied that the company's plans would be too little, too late to compete with Chinese brands, which have been rapidly building market share in Europe.
The new models will include three all-electric vehicles – the hatchback, a small SUV and an electric van called the Transit City.
The rest will be "multi-energy" vehicles, which can be built with a variety of powertrains, including different types of hybrids.
Five of them, all passenger vehicles, will be built in Europe, for the European market.
Asked directly about the potential return of the Fiesta nameplate, Baumbick stopped short of confirming the move outright. However, he offered a solid hint.
"I have nothing to share today," he said, "but I can assure you that there is no doubt in my mind.
"I know there's so much love for the Fiesta and the Fiesta name, and we'll have some news to share in the future."
First manufactured in 1976, the Fiesta rapidly became a hit with those wanting smaller, more efficient cars.
It regularly topped the bestseller lists and over time, more Fiestas have been sold in the UK than any other model.
Globally, 22 million were produced before the last one rolled off the production line in 2023.
By that time, its star had faded somewhat. In 2022, it was the 10th most popular model in the UK, as consumer tastes moved away from small hatchbacks towards larger vehicles.
At that time, Ford itself began to pivot away from the affordable, everyman cars it was known for – the Mondeo was discontinued the previous year – to concentrate on more upmarket models.
At the same time, it set its sights on becoming an all-electric manufacturer by 2030.
However, by 2024 it had become clear that strategy was not working. The company announced thousands of job cuts in Europe, as weak demand for EVs and competition from Chinese brands took their toll.
Now its strategy has come full circle. The focus is back on building affordable vehicles, and while it is still investing in new EVs, it is also planning new hybrid models with internal combustion engines.
The reality, Baumbick explained, is that the drive towards electric vehicles has happened too quickly.
"I think the whole industry's been focused on that, but the reality is customers, real people are getting lost in the middle of this," he said.
Ford has called for legislators in Brussels and London to adjust their approach to electrification, to "support and encourage electrified technologies such as plug-in hybrids and extended range electric vehicles" as part of a "practical pathway" to an electric future.
One major question is whether the company's return to mainstream production has come too late. While Ford was attempting to move away from the mass market, Chinese firms such as BYD and Chery were moving in, and have now become a serious threat to established firms.
But Baumbick insisted Ford can still compete.
"Yes, there are a lot of Chinese firms that are actually flooding the market," he said.
"What's different about Ford is we've been here for 100 years, and I have one mission on this assignment, and that is to build a sustainably profitable business in Ford for the next 100 years."
