All eyes were on the new Ford Fiesta as it was unveiled at Geneva today (4 March) but for UK marketing chief Mark Ovenden there is more pressing business.
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The wraps also came off the new Kuga sport utility vehicle which is being launched in the UK this summer, a few months ahead of the Fiesta.
“Kuga is a really exciting model for us as this is the first time we have been in this segment,” Ovenden said. “We are also going into the segment with a truly European SUV whereas in the past we have had vehicles such as the Maverick [initially a re-badged Nissan and later a rebadged US Escape] or the (US-built) Explorer.”
The small SUV market is key for Ford, a segment dominated by the Toyota RAV4 which takes around 20% of sales and the Honda CRV which accounts for around 14%.
Ovenden said: “We think we have a great-looking product with the Kuga and it also has great driving dynamics. We think it is the best looking and the best driving in this SUV segment.”
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By GlobalDataThe Kuga reaches showrooms in June and Ovenden said that Ford would market it along the lines of having your cake and eating it.
“Life can be art in some ways,” he added. “Why can’t you have something that looks great and is also very functional?”
The first advertising will be seen at half time in the European Championship matches in June.
The model line-up will be simplified by having just two trim levels, Zetec and Titanium, and with only a diesel engine at launch, Ford’s two-litre with class-leading CO2 figures of 169 g/km. Ovenden did not rule out a petrol engine in the future but said the segment was dominated by diesel.
He said: “The second half of the year will be busy for us with the new Fiesta being introduced in the fourth quarter and we are hugely excited about the car. It is everything you have ever known and loved about the Fiesta wrapped up a new style.”
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