Ford: Savings come at a price

The ECOnet's fuel economy even beats the Prius. Photo / Supplied

Ford's ECOnetic Fiesta could replace hybrids in buyers' sights when it arrives here mid-year. It boasts an officially measured 3.7l/100km thirst, which imparts a range of 1000km despite the diminutive 40-litre fuel tank and makes it NZ's most efficient car - even Toyota's Prius claims 3.9.

The ECOnetic uses a 1.6-litre common rail diesel engine producing 66kW at 4000rpm and 200Nm at 1750rpm, mated to a five-speed manual transmission with unique gear ratios.

Low rolling resistance tyres and better aerodynamics courtesy of a ride height lowered 10mm, air deflectors and unique wheel covers all improve economy and Ford's even cut weight - slightly - by replacing the spare wheel with a "tyre mobility kit". Otherwise spec is as you'd expect from Fiesta, with seven airbags, cruise control, and voice-activated Bluetooth.

Ford is back in the black globally, and its NZ outpost feels confident despite a 30 per cent drop in sales last year. Ford NZ managing director Trevor Auger says: "Ford had to make some tough calls before the global crisis which left us in a better position than many of our competitors when the crisis arrived."

He says expected overall sales this year of around 70,000 new cars are sustainable. "The industry does know how to work on a market of this size. The trouble is, it has a short memory. Looked at as a 20-year history, the last five years were probably more aberrant than 2009's figure."

But in future buyers can expect a very different Ford. It is stepping back from aggressive fleet sales, from large cars and from entry-level pricing. "We can't be everything to all people," Auger says. "That's why Fiesta is so important, because it is changing people's perceptions. If we wanted to be all things to all men we'd have an $18,999 Fiesta, but that's not the market we are in."

The ECOnetic will be priced over $30,000 when it arrives, but it's not here to make money, Auger says. Instead, it will "tell a different story about Ford" - that it is serious about the environment.

"It is important that as New Zealand becomes more environment conscious, we have a product to bring in. As the market moves - and the trick is picking your timing - the product is there."