Brian Bonitto, Jamaica Editor - Overseas Publications

WHILE THERE was no runway, Pulse's headquarters served as the perfect backdrop to Kingston Industrial Garage's (KIG) Ford Fiesta launch last Thursday evening.

Attended by several corporate guests and car enthusiasts, the New Kingston event saw the unveiling of three 2010 models of the 1.4-litre compact car.

"It's a small car with plenty of big car features and style," said Richard Reid, sales manager at the Spanish Town-based company, which is also the dealer for Jaguar, Land Rover and Subaru vehicles.

"If the European market is anything to judge by, we expect the Ford Fiesta to do well in Jamaica," said Reid, about the car which debuted in Germany last year.

Main drivers

The sales manager said the car's fuel economy, suspension and handling, performance and competitive pricing were among its main drivers.

"The starting price is $2.45m," said KIG's public relations and marketing executive Dawn Green. She explained the Fiesta was better positioned than other compact cars in its class, with starting prices of $2.5 to $2.6m.

The PR and marketing executive said the car's futuristic design adds to passenger safety features in the event of a collision.

"Its design incorporates ultra-high strength steel and a host of safety features," said Green.

These include a three-point safety belt system, an anti-submarining seating designed to reduce whiplash, an anti-lock braking system to prevent skidding, a driver's knee airbag, and hazard lights which automatically flash in the event of sudden braking.

The car sports an electronic stability programme which prevents loss of direction and control of the vehicle in an emergency.

The Ford Fiesta boasts a four-cylinder 1.4-litre Duratec engine, with a 16-valve electronic multi-point fuel injection system. It is available with a four-speed automatic or a five-speed manual transmission.

Numerous awards

Standard features include a 60/40 split rear seat, adjustable steering wheel column and a 12-volt accessory power socket. The Fiesta comes with rear fog lamp and spoiler complemented with a wiper.

The compact car racked up numerous awards since its introduction to Germany in 2008. These include 2008 Best Supermini by What Car? magazine; 2009 Car of the Year by Sun Motors; and, 2009 Croatian Car of the Year by Croatian Car Association.

KIG offers a three-year warranty or 60,000 kilometres on the purchase of the car.

"The Fiesta delivers," Green concluded.

brianbonitto@gleanerjm.com