Ford Fiesta: PSFK Drives the US-Bound Affordable Premium Small Car

If you were in Soho NYC this morning you might have caught a glimpse of a bright green hatchback swerving through the cabs…that was us. The car in question is the new US bound Ford Fiesta already drawing favorable reviews from Europe. The sleek exterior goes a long way to bury the term econobox. The five door hatchback, like the new VW Polo we mentioned previously, has a very refined feel. The small car segment, mostly due to Europe’s influence is undergoing a renaissance. While manufacturers race to bring new alternative energy vehicles to market, small, efficient cars represent a bridge segment to the next generation plug-in hybrids.

Our test drive began north of Union Square, along for the ride was Fiesta Brand Manager Sam De La Garza from Ford and Stephen Marino of Ogilvy who coordinated our drive. We headed south down Broadway maneuvering through the mid-morning traffic and construction. The combination chilly day and multiple potholes we pegged didn’t produce a single rattle or squeak. The build quality is impressive.

Next we decided to try some of the tight streets around Chinatown. The car’s ability to squeeze between delivery trucks and maneuver around parked cars demonstrate it’s European heritage.

Our next stop was the New Museum on Bowery for a photo op. We rather quickly drew a group of passers-by who stopped to check out the car. People seemed be excited about the design. One gentleman in particular liked the attention to detail in the headlights and the side mirrors. The interior too was getting favorable comments. The dash is wrapped in a soft touch material that you’d more expect in a luxury vehicle.

The completion of our loop back up to Union Square saw a few thumbs up signs from fellow motorists. While we didn’t have the opportunity to take the Fiesta out on the highway, for city driving, the car preformed well. Ford has selected 100 ‘agents’ around the county to drive the car for six months in advance on next year’s launch. Each agent has been writing about and documenting their experiences on video at the Fiesta Movement site.

The Ford Fiesta goes on sale in the Summer of 2010. Pricing has yet to be released.