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Fiesta heralds Econetic boost into the big time

Date: 13 November 2008   |   Author:

De Waard

Ford's new Fiesta Econetic will boost the company's eco branding in volume terms, according to UK boss Roelant de Waard.

The firm already has the Mondeo and Focus Econetic models in its armoury, but the 98g/km Fiesta due early next year should signify a major breakthrough.

"The real Econetic take-up will come when people see a benefit over the normal offering. That's why the Fiesta at sub-100g/km will be a substantial sales success," said de Waard. "I'm predicting a very conservative 3000 units next year and I wouldn't be surprised if it can be doubled."

De Waard said the car will help Ford in its fleet tendering, as "many ask for our lowest CO2 offering. That generally means sub-120g/km so if we offer sub-100 it will go down even better".

An Econetic version of the new Ka is also confirmed. Though de Waard wouldn't talk figures, he did say there has to be a "considerable improvement" over the standard car's 109g/km figure. However, he refused to deny that it would have to get to at least the same level as the bigger Fiesta's 98g/km.

The new models should add impetus to the Econetic brand, which has not yet properly taken off.

"Econetic Focus has generated a lot of interest, but it's also been our biggest enemy because the normal 1.6 TDCi Focus is so good that it's in the same BIK band," said de Waard. "We've seen a dramatic lift in the uptake of the standard 1.6 diesel Focus, but we've only sold 300 Econetic Focusses. The standard car doesn't carry the [Econetic] sticker, but it's making a bigger difference."