Could Ford make premium brand cars?

[Pentoman]

Sat in traffic looking at an '08 previous-generation Fiesta, I couldn't help but imagine how good it must be to drive. I also knew I would never own one, as it's too..... undiscerning. It lacks attention to detail. It was the higgled piggeldy rear lights that really irked me - they clearly had not really been thought about. Before production someone said "those lights don't line up very nicely" and the other guy said "doesn't matter, won't stop most people buying it", so the first guy said "yeah good point, okay let's sell this mother".

Which is fine, Fiesta buyers aren't that discerning and won't care. But it'll still never appeal to aspirational/engineering types. (I'd say the Ka has far more appeal)

So I wondered whether Ford with its excellent chassis', styling, and general car making expertise, could polish all the details a bit shinier and sell a premium brand sharing its existing chassis'? Think about it - a new brand, premium, with class-leading chassis, good engines, decent reliability but far, far better quality inside & out, and without the stigma attached to a bargain fleet/rental car. I know that they have Volvo but, really, how many people aspire to own a Volvo?? Their image is no better than Ford's.

If it sounds unlikely then remember everyone loves Audis. And yet they all know they're mostly just VWs. VWs are highly regarded cars, and I think there's nothing wrong in spending an extra £2k to get yourself a plusher, upmarket version of a VW. Could work for Ford?

[Pentoman]

I know it's trendy to diss Audis on here but use your eyes - people are buying them, they're everywhere and have good residuals so must be desirable to a large proportion of the population if not certain PH members. I bet many manufacturers would kill for what Audi's got at the moment. And they're doing it all with rebadged VWs, sort of.

Some people don't like how Fords drive - I don't rate the Mk1 Focus much, nor the older Fiesta, but I've heard from many friends that the previous gen Fiesta is a good drive. Magazines seem to rate it. And I remember very well when Evo tested the Fiesta ST and raved to heaven about its handling equal to/better than its contemporaries like the Clio Renaultsport, Corsa VXR, and some others I can't remember, so I'm just taking the combined opinions I have heard as I haven't driven one.

And finally yes, I was indeed getting mildly excited about the thought of driving a Fiesta, but surely there's nothing wrong with that? I think it's about driving pleasure, fun, and making something slow go fast, not the fact it's a Fiesta. I wonder if even some people here are put off by the badge/looks.

I did totally forget about the X-type though, noone bought that, hmm. Possibly people were put off because it's Mondeo basis is the most stigmatised mainstream Ford of all, and the Jaguar badge/styling they put on it has an image problem too. Or maybe my idea was completely wrong (I'm sure people will use that statement as a stick to beat me with!).