By Mark Bradbury
2025 review by Autolycus
This is the third book from Mark Bradbury, whose excellent books on the Renault 4 in 2022 and Renault 5 in 2024 have been reviewed lower down in this column of our website. Mark has now moved from Renault to Ford. He has once again, in the 96 pages allotted to him by Amberley’s format, packed in a fascinating story of one of world’s most popular cars.
His first short chapter sets the scene: concisely explaining the position of Ford of Europe within the Ford empire. Chapter 2 then highlights the challenges to Ford’s market share in Europe during the 1960s from highly effective small cars in the so-called Class B segment of the market. Ford had up to then insisted that such small cars could not make money. The Mini changed all that. But Ford had an advantage: the best product planning and cost analysis capability in the industry, enabling it to work out that money could be made with a small car, and that the reward would be significant gain in European market share. The decision to develop a small car was made in 1969. If Ford had any doubts, the launch of the Fiat 127 in 1971 and the Renault 5 a year later dispelled them: not only was a small Ford necessary, but it had to be of the highest quality in order to compete.
Chapters 3 and 4 record the amazing depth of research, development and testing carried out by Ford in a remarkably short time. Realising that speed was of the essence, Ford started with two prototypes, one based on the rear-wheel-drive Ford Escort and one using the underpinnings of the front-wheel-drive, transverse-engined Fiat 127. Mark’s text, supported by essential images, deftly brings to life the problems encountered and the astounding level of leadership, expertise and hard work that Ford brought to making sure it could create the best car in the market, and make it profitably.
In Chapter 5 Mark tells of the astute decision-making and determined implementation by Ford to ensure that manufacture, and supporting logistics for parts supply, would enable the projected volume of sales to be met, including the building of a new factory in Valencia in Spain. Chapter 6 covers the preparation for and roll-out of the launch in September 1976 – although the car was initially sold in France and Germany and Britain had to wait until 1977.
Chapters 7 and 8, on the seven series and one addition facelift of the Fiesta through its life, should carry a warning to all readers. So successful was the Fiesta, with a total of 22 million made between 1976 and the end of production in 2023, that many of each series are still around. Readers might therefore be tempted to go Fiesta version-spotting – so please drive and walk carefully while doing so. Mark has managed to give a full, and properly illustrated, story of the various versions within the constraints of the pages at his disposal.
Chapter 9 deals with the hot versions of the car such as the almost legendary XR2 and ST models. Sadly, lack of space seems to have limited what he could say about racing and rallying the Fiesta – but has included tantalising images of just a few of those cars in action.
As always with Mark’s books, excellent images and informative captions add to the fascination of the story. This third book, exceptional value at only £15.99, is a worthy addition to the series and highly recommended.
Publisher: Amberley Publishing www.amberley-books.com
Price: £15.99 plus postage (discounted on some sites). Also available as an e-book.
Description: softback (234 x 165 mm), 96 pages; black & white and colour images.
ISBN: 978-1-3981-2383-0
Leave a Comment