Ford to launch Fiesta for U.S. market

"Fiesta really gives us an opportunity to go directly after the Japanese. Small cars have been the stronghold for them ... This is an opportunity for us to pick up some share," said Frank Davis, Ford's executive director of product development, the Detroit Free Press reported Monday.

Excluding destination charges, the Fiesta would be priced at $13,320 for a four-door version and $15,120 for a hatchback, the newspaper said.

Although price is an issue, analysts said the Fiesta, the best-selling car in Europe, could go head-to-head with the Honda Fit, priced at $14,900, the Toyota Yaris, costing $12,615 or the $9,990 Nissan Versa.

"My concern about the car is that it is priced too high for the Ford nameplate. A fully loaded Fiesta costs more than a fully loaded Focus right now," said Jim Hall, managing director of 2953 Analytics.

George Peterson, president of AutoPacific called the Fiesta "a little bit pricey but it has an excellent presence and driving dynamics."

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