With superminis like the Ford Fiesta, profit margins are so tight and the competition so fierce that you’ll struggle to find a car that is either woefully overpriced or an outright bargain. Legions of brand managers throughout Europe pore over spec sheets to ensure it is so.
The range of standard equipment is fair and the options are reasonable. Residual values should be good, too. However, Far Eastern rivals do tend to come with more kit as standard, and in many cases with longer warranties.
If the Ford looks a tad expensive, then taking discounts into account makes it a much more appealing proposition when compared with the likes of Volkswagen’s excellent Polo. You can expect at least £1000 off any Fiesta but not so the VW.
Experience with various versions of the 1.0-litre Ford Fiesta has shown they often struggle to match the lofty fuel consumption claims made for them by Ford, and by a perhaps bigger margin than you’d normally allow for most cars.