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Ford is likely to drop one of the most enduring names in the business car sector, Fiesta, when it unveils its replacement for the small car fleet favourite toward the end of next year.
A high-level debate is raging within Ford about whether or not to abandon the Fiesta badge, which has been carried by the supermini since its UK market launch in February, 1977.
A Ford source admitted: "The Fiesta name is up for grabs and a decision cannot be that far away in terms of product planning and marketing. There is a strong tide running in favour of changing the name because the new car is radically different and funky compared to the existing model."
Ford has turned its attention to what to call the Fiesta successor having kept faith with Mondeo following a long period of soul searching.
Mondeo was retained after public soundings uncovered more positives than negatives and Ford of Europe's chairman Lewis Booth decreed that the costs involved in launching a new name were too high.
Ford execs are non-committal about renaming Fiesta, which has enjoyed 29 years as Britain's top selling supermini. Last year it was Ford's second highest fleet seller behind the Focus and the UK's third-placed business car.
Richard Parry-Jones, global product vice president, said: "You build up a lot of equity with badges which provides understanding and appreciation for brand name values. Studies indicate we should not lightly throw that away."
But a Ford insider argued: "Some of the people to whom we would like to sell Fiesta were not born in 1977 so heritage is not an issue. There's a strong argument for a new name for a new start."
A concept of the new supermini will appear at the autumn Frankfurt show.
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