WE sat down with the man responsible for the design of the new Fiesta and got his take on why and how the new car had to change.
Q What was the design goal for the new Fiesta? A
“Our research showed that Fiesta buyers are maturing. For the last car we had a target customer we called Antonella. She was quite fashionable and young, and she was still living with her parents.
“But now the typical Fiesta customer has grown up, got their own place and has a bit of money; they’re a bit older than Antonella was, so the target was to deliver a more mature car.”
Q
How does the design reflect that? A
“It’s less of a fashion statement and more a timeless design. There are fewer lines and stronger surfaces; it’s uncluttered and less busy than the outgoing car, but still recognisable as a Fiesta.
“It had to be distinct and have its own identity. We’ve designed it more with customisation in mind, as well as the different ‘faces’ of the various models within the Fiesta range, too.”
Q
How did adding the Fiesta Active crossover to the range influence the car’s design? A
“It influenced it a lot. We’ve designed the Fiesta with derivatives in mind, so it was quite a challenge to ensure an Active, a Vignale, an St-line, a Titanium and the base car all stand on their own.”
Q
What was the biggest challenge in designing the new car? A
“Getting the aerodynamics to work for efficiency while preserving the shape we wanted. It’s quite a round, seamless looking car but with big shoulders compared with its predecessor, and all that sculpture isn’t great for aero.
“We had to optimise the shape to reduce drag but also keep the look strong, as we wanted the Fiesta to be a more emotional product. Then there are the practicalities of the boot opening, and so on.”
Q
What about the inside? A
“It’s really a step up. It’s a lot more userfriendly, very ergonomic, less cluttered and more driver-centric, too. The design amplifies the width, but it’s also a more efficient use of space, while quality has taken a big leap over its predecessor.”