Puma by name – Fiesta by nature?
Ford may now be widely considered ‘a bakkie brand’, but its recently launched compact crossover – the Puma – heralds the return of the Blue Oval’s best passenger-car values…
South Africa has one of the most loyal, competitively traded and profitable bakkie markets globally. And Ford is a major presence in it, with the Ranger.
But there was a time when bakkies and ladder-frame SUVs weren’t Ford’s entire business. Suppose you are old enough to remember the Escort, Sierra, Sapphire, Telstar, TX5, Mondeo, Fiesta and Focus. In that case, you’ll recall that Ford passenger cars were regarded as “reasonably priced, yet involving to drive”.
It’s a pity Ford chose not to continue with the Fiesta and Focus in our market. Those hatchback platforms strike a fine balance between ride quality and driving dynamics, which has been a hallmark of European-engineered Ford models for decades. But, as the hatchback market devolved into a bargain segment (dominated by VW’s locally built continuation cars and Suzuki and Hyundai’s keenly-priced imports from India), there’s no business case for Fiesta or Focus in Mzansi. Globally, Fiesta’s lifecycle will end soon.
Without hatchbacks and their corresponding crossovers or SUVs, Ford has a problem. The bakkie market can never account for all South African new-vehicle sales, and not everyone can afford a Ranger double-cab as their family vehicle. Or wants one, for that matter.
The most affordable “reasonable” specification Ranger double-cab is the XLT 4×2, priced at R632 000 (November 2023). Without Kuga or EcoSport, Ford is short on customer alternatives for South African buyers who don’t want to deal with the parking or garaging issues of a double-cab bakkie.