Ford European Says It will Regain Lost Market Share.(Brief Article)

The head of Ford's European unit vowed that it would double the company's share of the continent's small car market, as a result of his company's redesigned Fiesta. "We're looking to double where we've been in the past two years, and we think we will do it with this product," chairman David Thursfield said. "We were at 12 or 13 percent a few years ago and now we're down to around 7 percent. We're hoping to get that back."

The Fiesta, first introduced in 1976, has long been a mainstay of the company's strategy in Europe. But more recently it has lost out to rivals such as the Peugeot 206. Ford last month announced it would eliminate up to 5,000 white-collar jobs worldwide as part of a shake-up to boost earnings.

The so-called B-class, or small supermini category has become a battleground for auto makers seeking to defend their share of a shrinking European market. Sales in the class are expected to fall this year to 14.3 million cars from 14.8 million in 2000.

While rivals are wooing consumers with more elaborate options, Ford says it is banking on the vehicles' good handling and spacious interior. The new Fiesta has a slightly longer wheelbase to help provide more legroom for rear-seat passengers. It also has a new diesel engine - important in Europe, where prices for gasoline are high. Thursfield said he expected production levels to eventually reach 200,000, divided between plants in Cologne, Germany, and Valencia, Spain.

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