Synchronized launch with Europe
New Fiesta to be officially launched within the year
On the afternoon of April 19th, Ford announced at a press conference held on the eve of the Beijing International Auto Show that Ford's new global small car, the Ford Fiesta, will be launched in China simultaneously with Europe by the end of this year. Its Chinese name has been officially determined as "Ford Jiajie".
The prototype of the new Ford Fiesta is the Ford Verve three-door compact concept car that made its global debut at last year's Guangzhou Auto Show.
The bold and prominent trapezoidal lower grille on the front of the car cannot help but remind one of the Ford Mondeo-Zhisheng, which is one of the hallmark elements of "kinetic design". The clear headlights are composed of two signal lights and one forward projection light arranged in a row, just like on the Ford Verve compact concept car, exaggeratedly extending backward along the powerful hood, all the way to the elegantly inclined A-pillar.
From the side, the design with the driving position moved forward embodies "energy in motion". The upper contour line of the side windows echoes with the arc-shaped upper contour line of the body, extending backward from the inclined A-pillar, converging harmoniously with the delicate semi-high LED brake light and integrated rear door spoiler. The tail lights themselves have a strong sense of three-dimensionality, becoming an important element of the full-bodied body. The striking waistline on the side of the body conveys a restrained tension, filled with muscle-like bulges in the wheel arches, making the entire car appear poised and ready to go, still yet dynamic, representing another characteristic of kinetic design.
"The new Ford Fiesta will be produced at the Nanjing plant of Changan Ford Mazda Automobile. This modern automobile production base is jointly invested by the Changan Group, Ford Motor Company, and Mazda Motor Corporation. It officially began operations last year with an initial annual capacity of 160,000 units. It features a fully enclosed and fully automated production line with high flexibility. Its lean production and environmentally-friendly processes represent the leading level of automobile manufacturing in China and even globally today.
European craftsmanship, exquisite safety
As Ford's next generation of global small cars, the new Ford Fiesta not only showcases fashionable and dynamic exterior designs but also receives widespread praise in terms of craftsmanship and technology.
To improve fuel economy and optimize carbon dioxide emissions, maintaining a compact model type and avoiding weight gain became the most critical goal during the development of the new Ford Fiesta. Meanwhile, safety also became a key factor.
The body structure of the new Ford Fiesta extensively uses ultra-high-strength steel. Among them, the application of large amounts of special steels such as boron steel and dual-phase steel is the secret to the Ford Fiesta achieving both lightweight and a robust body. These special steels are applied in crucial positions for ensuring safety, such as the A-pillars, B-pillars, and the extremely sturdy "door ring" structure of the new Ford Fiesta body.
The outstanding performance and handling of the Ford Fiesta have always been widely praised. The new Ford Fiesta continues this fine tradition, with its vibrant temperament complementing the appropriate "kinetic design" style. The new Ford Fiesta enhances the comfort of driving, isolating the cabin from external tire noise, wind noise, and noise generated by the power system, showcasing an admirable quiet driving quality.
The new Ford Fiesta continues to use a front MacPherson suspension and a torsion beam rear suspension. The new suspension and steering systems have also been further optimized.
The Electric Power-Assisted Steering (E-PAS) system is being used for the first time in the new Ford Fiesta, achieving a good balance between low-speed assistance and excellent feel and response. Another major advantage is that it can improve the fuel economy of the new Ford Fiesta. The electric steering pump only works when steering assistance is needed, unlike traditional hydraulic assisted steering pumps that remain operational while the engine is running, thereby further enhancing fuel economy.
Designed specifically for the new generation of car owners
The new Ford Fiesta is specifically designed for the next generation of young car owners. Surveys show that the age of Chinese car consumers is increasingly becoming younger. Young people, especially those born after 1980, are becoming the driving force behind the growth of the car market. As the new generation that grew up with mobile phones and the Internet, they are adept at using modern technology to understand the world and keeping track of the latest trends. On one hand, they are rational, hardworking, pursuing success, broad-minded, and advocating environmental protection. On the other hand, they are independent, opinionated, emphasize taste, and have a particular fondness for fashionable and individualistic styles. Therefore, for cars, superior driving quality, fashionable design styles, and environmentally friendly and economical performance are essential requirements.
The new Ford Fiesta not only inherits the traditional advantages of Ford products—practicality, value, lightness, and safety—but also carries forward the innovative and bold appearance and interior design style of the Ford Verve compact concept car. There are significant breakthroughs in design, manufacturing processes, material quality, and color selection, especially incorporating various elements from the fashion world, thus overturning the notion that economic small cars must necessarily be low-grade and mediocre or boringly simple.
For the growing young generation of car owners, this is another Ford car that is both attractive and enjoyable to drive, perfectly matching their modern demeanor of pursuing the latest trends while valuing personal style.
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