Ford Motor Company Global Auto Shows

When it came to delivering on the promise of last year’s Verve concept cars, Ford Motor Company had to produce something special. So they appealed directly to the people whose ideas mattered most: Ford drivers. These customers called for a practical and affordable car that offered something bold, exciting, and instantly desirable. They got their wish this week in Beijing, as Ford unveiled the new-generation Ford Fiesta at Auto China 2008.

This car infuses some life into the compact category through Ford of Europe’s “kinetic design” approach, adding dynamic visual appeal to the car’s exterior. Here, the Fiesta’s dramatically contoured hood and front fenders, stylishly sculpted headlamps, and sweeping roofline add up to a uniquely sporty take on the five-door hatchback.

Ford backs up this style with hallmark engineering: excellent driving dynamics, a comfortable ride, and an interior that’s isolated from wind, road, and powertrain noise. And the car has been made even more responsive with the introduction of Electronic-Power Assist Steering (E-PAS). So the Fiesta now offers an unusually smooth driving experience for a vehicle its size.

But one of the biggest innovations here is the one you don’t immediately notice: the ultra-high-strength steel used to ensure absolute safety. Specialist steels like boron steel and dual-phase steel give the Fiesta a supremely robust framework, providing unusual structural integrity for a car this small, lightweight, and agile.

The new Fiesta will be customized for markets in Asia, Europe, and the Americas between 2008 and 2010. It’s the first car to emerge from Ford’s Global Product Development System, as the automaker positions itself in a rapidly changing world market. These changes are nowhere more in evidence than in China, where production on the new Fiesta will begin this year at the state-of-the-art manufacturing facility in Nanjing.

Last year, Ford Motor Company introduced the award-winning Ford S-MAX, a seven-seat sport activity vehicle (SAV). It offered safety, space, comfort, and convenience along with Ford’s excellent driving dynamics and reliability—the full package, essentially. But Ford recognized that seven passengers might be more than some drivers need to carry, particularly in an emerging market like China. So this week provided the perfect opportunity to introduce the new five-seat S-MAX Trend in Beijing.

This take on the SAV combines the driving pleasure of a sedan with the spaciousness of a standard multi-purpose vehicle. It retains the same great drive, flexible seating, and bold design as the S-MAX Flagship, but has two rows of seats instead of three—plus an extra 6.5 cubic feet of rear cargo space and a lower price tag. This brings even more versatility to the adaptive car that’s been such a success in Europe, and positions the model for a wider global audience.

This year, the entire S-MAX range receives extra safety and luxury features. In addition to the standard 2.3-liter engine and a smooth six-speed automatic transmission, rear parking sensors and footlights are now standard across the line. All models also come with anti-lock brakes, and the Ghia and Flagship models have a front-passenger seatbelt reminder and side airbags.

Like the new-generation Fiesta and the Mondeo, the S-MAX features Ford of Europe’s “kinetic design,” adding stylish energy and immediate appeal to the vehicles’ visual appearance. It’s just one more innovation Ford brings to a rapidly shifting global automotive market.

China is the world’s largest emerging marketplace for cars. Ford Motor Company knows this better than anyone: They’ve seen their presence in the country grow rapidly in the last four years, with more than 200,000 vehicles sold in 2007 alone. So there’s a real sense of excitement around Auto China 2008, where Ford will offer a glimpse of the automotive future, showcasing its latest vehicles and introducing some groundbreaking new technology.

At the event, which runs from April 20–28, Ford will be joined by Mazda, Volvo, Jaguar, and Land Rover at the recently built Beijing New International Exhibition Center. Together, they’ll display 55 cars in a 1,460-square-meter space, making Ford the largest exhibitor at the show.

In particular, Ford will focus on its offerings to Chinese consumers, including the Ford Mondeo, the Ford S-MAX, and the 15-seat Ford Transit. Sticking to their commitment to “Make Every Day Exciting,” Ford’s exhibition will also feature a few surprises: advanced concept cars that will give a sense of what we’ll be driving a few years from now. (At the Beijing show in 2006, for instance, the concept car Ford Iosis inspired today’s Ford Mondeo.)

Ford will also reveal exciting new technologies that reduce CO2 emissions from its vehicles while allowing them to remain as drivable and affordable as ever. They’ll unveil new engine technology that improves fuel consumption by 20 to 30 percent. And they’ll show a new six-speed automatic gearbox that has all the performance benefits of a manual gearbox—even as it cuts back on fuel consumption and emissions.

And, of course, Ford will open up the floor to comments from consumers, broadcasting their insights on a large screen and making them a crucial part of the exhibition. Expect a comprehensive picture of the openness and innovation that’s ensuring Ford’s success in an increasingly vital market.