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Ford to unveil comeback Fiesta
Carmaker sets focus on small cars with U.S. debut in Calif.

FORD FIESTA FORUM - The Fiesta has arrived -- again.

Ford Motor Co. officially moves back into the small-car business with the debut of the 2011 Ford Fiesta at the Los Angeles Auto Show today.

The subcompact sedan and four-door hatchback is Ford's smallest offering in the United States as the Blue Oval continues its plans to bring some of its best European models to America. Ford will debut an all-new Focus, based on the popular European model, at the North American International Auto Show in Detroit this January.

Originally designed for Europe and Asia, CEO Alan Mulally ordered designers and engineers to modify the Fiesta so it also could be sold in the United States. As such, it points the way to a new generation of global small cars that is expected to provide the foundation for Ford's product lineup worldwide.

"Ford is betting on small cars," said Mark Fields, vice president of the Americas. "Small-car sales have grown every year since 2004, and it's not just higher gas prices that are driving sales. It's consumer choice."

Indeed, an unstable economy, uncertain future, environmental concerns and consumers' desire to find value in future purchases is pushing them toward smaller cars, many experts say. According to New Jersey-based Autodata Corp., which tracks car and truck sales, auto sales have dropped 23.9 percent this year through November, while subcompact sales have dropped 13.2 percent.

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