Ford’s unique Brazilian redesigned Ka, on sale early in February, has had a warm welcome from local motoring media and has prompted increased traffic in dealer showrooms.
Go deeper with GlobalData
Unlike Ford Europe, which is soon to launch a completely redesigned Ka on a new platform (shared in a joint venture with Fiat’s new 500), Ford Brazil is building its version on the previous-generation Fiesta/Ka platform.
Ford Brazil has restyled the four seater originally penned by Claude Lobo and launched in Europe in 1996, and here just six months later.
Only doors and windscreen are carried over from the ‘mark one’ Ka. The new model is 4cm higher, 1cm wider, and 22cm longer and, crucially is now a five-seater with load space volume boosted from 186 to 263 litres.
Wheelbase is unchanged yet, despite being larger than its predecessor, and with more standard soundproofing, the updated Ka has gained just 12kg. Nine cabin storage compartments are another improvement.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataDesigned at Ford’s local Camaçari, Bahia State, development centre, the new car has lost some of the first generation’s design originality, but has gained style, particularly inside, and added functionality and features.
The hotly-contested entry-level car market here prompts local automakers to use a variety of strategies to compete.
At prices starting around 25,000 Brazilian reais (about $US14,000), Ford has included a standard specification which is far above the normal ‘base’ here: automatically locking doors, keyless entry and tailgate unlocking (with dashboard button), alarm, body colour bumpers and a maintenance reminder in the instrument cluster are included on all versions.
Without such items, the Ka could almost match the price tag on the starter Fiat Uno Mille, the most affordable car sold in Brazil. But it decided instead to provide a degree of superiority over current rival models.
To achieve this, dealers have agree to a slimmer profit margin, suppliers and unions helped with cost-cutting and the São Paulo state government released long-term retained tax credits.
Parts-sharing also helped – 80% of the new Ka’s non-visible parts are shared with other Ford models.
All this has set a new standard for entry-level models here in Brazil. It will be interesting to see how rivals respond.
Fernando Calmon
