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Fiesta range reshuffled

Ford has rationalised its fast-selling Fiesta range this month by replacing Style and Style+ derivatives with a single new Edge variant, which will feature air conditioning as standard.

But the range reshuffle will not involve a price rise, after increases in April and July put Britain’s best seller at a disadvantage against rival superminis.

Ford of Britain applied higher prices as it buys Continental-built Fiestas in the euro, which has gone from virtual parity with sterling to being worth around 85p.

Fiesta dominates the growing B-segment, taking 26.5% of sales to the end of July, a 6.1% share increase over the same period last year.

Simplification at the lower end of the Fiesta range reflects benefiting from scrappage, downsizing and an upmarket mix trend with 70% of sales involving Zetec, Zetec S and the flagship Titanium models.

Ford insisted the “tactical re-alignment” was not related to VW’s keenly priced Polo, launched this month, but all Fiestas will have air conditioning as standard, bar the lost leader Studio, a tiny seller.

But it does not follow the Polo with standard ESP even if the VW lacks air conditioning on its respective lower S and Moda derivatives.
 

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