Ford claims its new Fiesta-based Fusion is the world’s first Urban Activity Vehicle, busting small car segments left, right and centre. However, there are already vehicles on the market – Mazda’s Demio for example – that offer a similar squared-off, tall cabin and high seating position so it’s hard to see why the Blue Oval is making such claims. Heck, Honda even did something similar with the Civic-derived Shuttle way back in 1984. And what about Honda’s Logo-based HR-V?
The launch late this year in Europe of a small SUV-lookalike, without four-wheel drive capability (though that has been promised for a Brazilian-made version, which is also likely to go to the States), suggests that Ford has finally decided to market a ‘recreational’ vehicle sized and specified to appeal to European drivers who use narrow European roads and tiny car park spaces – those who so far have mostly rejected Ford’s ill-conceived (for Europe) larger SUV offerings – the over-sized Explorer and the wrongly specified Maverick (Tribute).
The new Explorer isn’t coming to Europe and the Maverick is already being discounted in the UK – not surprising as neither has been offered with a diesel engine, essential for success in the European SUV market where petrol is highly priced.
Ignore all the Ford PR blurb about crossing segments and creating unique niches and the Fusion boils down to a pleasant-looking, roomy, easy-access, easy-load, easy-drive (estate car) station wagon version of the new Fiesta hatchback, with which it shares much of its interior hardware and mechanicals. Sure, it rides a little higher than the class average which makes for easier getting in and out and speed bump negotiation.
” “Fusion is purpose-designed to help young, modern, urban-minded families get the best out of the city. Inside, it’s people-focused, spacious and practical, with higher seating for greater visibility. Outside, Fusion’s tough on-road presence is confident and protective, compact and manoeuvrable.” Martin Leach Vice President – Product Development Ford of Europe “ |
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By GlobalDataEngines are two 16-valve Duratec petrols, an 80PS 1.4 and 100PS 1.6 and, more importantly, a 1.4-litre all-alumium 68PS common-rail turbodiesel developed jointly with the PSA Group.
But Ford still pretends all European buyers want manual transmission so the elderly buyers who like the easy cabin access but want a self-shifter will have to buy something Japanese. An automated manual may be offered later.
Ford says it has made the Fusion cabin more rugged than the Fiesta’s (which shares the B256 platform) and has designed in maximum glass area to add to the spacious feel, the lowest possible loading lip with a step-free load floor and plenty of stowage space (but where are the rear door pockets?). Up to six airbags will be available, but the company would earn more points from family buyers if it set a class precedent and included the side cushion bags as standard, rather than offering them only as an option.
European Fusion sales start in October and the model will also debut in the States for 2003, with optional all-wheel drive, courtesy of the Ford do Brasil factory in Bahia which will also build the new Fiesta. The US-line-up of what has been dubbed Ford’s “Korean fighter” will also include a hybrid petrol-electric model.
Ford’s ‘urban confidence’
Ford says that the Fusion’s introduction provides proof of Ford’s commitment to leadership in the small car market, with a mix of mainstream and niche products.
“Fusion is the second derivative from our new small car architecture and illustrates how we have engineered it to accommodate a spectrum of user lifestyles,” said Philip Maguire, Ford of Europe’s vehicle line director for small cars. “This new vehicle reflects the growing diversity and changing expectations of our urban customers. It takes strengths that are typically associated with other vehicle classes and combines them into a single small car product.”
Ford says that Fusion has its own unique presence – ‘urban confidence’. Family-sized interior space with a small-car footprint. A rugged protectiveness outside with comfort and convenience inside. A commanding driving position for reassuring all-around visibility but with the agility and economy of a small car.
“Fusion is versatile enough to deal with people, their gear and their baggage, but without sacrificing the small-car manoeuvrability they require,” said Paul Butcher, Fusion package engineering supervisor. “Fusion is ready for anything – family, friends, shopping, baby equipment, wheelchairs or suitcases for a getaway weekend.”
Ford’s description of its Fusion concept chimes well with Toyota’s description of its recently unveiled (LA Show 2002) Matrix concept. Toyota describes that as a ‘revolutionary’ CUV (Compact Utility Vehicle) and the product of listening to the wants and needs of young new-car buyers. The company says that it combines the style and performance of a sports car, the functionality of a sport utility vehicle (SUV), and the value and affordability of a small saloon.
Matrix styling differs from Fusion in that it is biased toward sport while maintaining the image and reality of true utility. Toyota says that the Matrix is designed to offer the kind of interior function and flexibility consumers have come to expect in a sport utility vehicle.
Designing for urban families
Ford Fusion was designed around the space requirements of families living in an urban environment. Its design is characterised by solidity, structured with a protective shell to withstand the rigours of city life.
“Fusion has styling cues that combine the solidity, robustness and road presence of an SUV, the large package space of an MPV and the dynamic, agile qualities of a small car,” said Mark Adams, the vehicle’s chief designer. “For families wanting the most out of the urban environment, it’s an appealing combination.”
The rear of the car is ‘cubed out’ to emphasise its functionality. The vertical tailgate cuts into a deep rear bumper depression, to lower the lift-over height, with a low-mounted licence plate near the bottom edge. A stand-alone, enlarged Ford oval accentuates the rear panel below the backlight and expresses the vehicle’s confident stance.
Identifying an unmet need
Fusion will occupy what Ford has identified as ‘white space’ in the current small-car market.
“We believe that there is an unmet need in the small-car marketplace,” said Morten Hannesbo, Ford of Europe small car brand manager. “Ford Fusion fills that white space by fusing three characteristics in one. Fusion is all about making an intelligent choice to give you the combination of added confidence, practicality and small car agility. It needs to be versatile but still look good. It needs to project a tough on-road presence but that doesn’t mean customers need an off-road vehicle. Nor do they need a large people carrier that is difficult to park in town.”
Ford says that Fusion’s protective character communicates functionality, freedom and independence.
Production of 100,000 units per annum expected
The Fusion will be made at Ford’s Cologne factory, starting later this year. Hybrid power is on the drawing board for 2003, and there’s already some talk of a two-door version by then as well. It’s also due to be built in Brazil at Ford’s underused Bahia plant. Prices will start at $16,000 to compete with the likes of the Toyota Matrix. Output volume in Europe is expected ramp up to a level in excess of 100,000 units per annum by calendar year 2003.
The Ford Fusion is expected to be sold in North America, where it would be considered a niche vehicle underneath Ford’s Escape.