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2014 Ford Fiesta ST Pricing

14754 Views 31 Replies 19 Participants Last post by  thisisbenji, 
STdan
The 2014 Fiesta ST base price is listed at $21,400. Do you think Ford should have kept this us $20,000?
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ofcorse!!!
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Car pricing, while always a delicate subject, is even more so at this end of the market.

A manufacturer can actually lose sales, and lose market respect, by pricing a car too low. With the ST, it's basically a 15k Fiesta with around $6500.00 in options to make it an ST. At that point, a buyer can select another $4000.00 or so in options to get everything that's offered. With that, you're looking at a $25+ thousand dollar car, or a car effectively with 10k in options.

If Ford priced it more competitively, say around 20k, yes, it would get a few more buyers from the entry level market, but they would likely lose more buyers capable of spending more who view the ST as not a worthy competitor to the market leaders in the 23-30k class (Mini, Abarth, Veloster, BRZ/FRS). In a sense, the car has to be priced at a point where the "tire kickers" place it in the same playing field as the cars it is hoping to compete with.

With the top line Platinum Fiestas going for 22k, they were also forced to price this one the same.

Another way to view it is that at 23-26k, the Focus ST is basically stripped of all the features people want. You are required to option the car to the 27-30k point (sticker price) to get the equivalent of what Ford puts in the Fiesta at the base price. Yes, the Focus has even more features, but that's not the point. The options on the Fiesta are only frosting on what is an already complete package, in the Focus and other cars, you still have to select levels of trim that take the price even higher.

Plainly put, this type of car is a passion purchase. It's not a price purchase. It's a compromising car that doesn't present the best use of money for the buyer needing an all around good vehicle. Passion purchases are always more about how one feels rather than how much it costs. If someone is truly price shopping and trying to get the best deal, then a low production niche vehicle, even at 21k, is not their best play.

Finally, we see now, 6 months in, that the Focus ST isn't really flying out of the showrooms. Every sale is an effort for Ford. It's popular and offers a level of everything that's hard to find elsewhere in the market, but it's still a very small volume car. The Fiesta, being even less practical and focused at an even smaller portion of the market will likely see even less success in the showrooms. There might be really decent discounts after the initial furor dies down. If price is such a consideration, then those buyers need to wait about 8 months and see what's lying around in stock as the dealers are excited for what new early 2015 models can be added to their floorplan.
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Chicane said:
Car pricing, while always a delicate subject, is even more so at this end of the market.

A manufacturer can actually lose sales, and lose market respect, by pricing a car too low. With the ST, it's basically a 15k Fiesta with around $6500.00 in options to make it an ST. At that point, a buyer can select another $4000.00 or so in options to get everything that's offered. With that, you're looking at a $25+ thousand dollar car, or a car effectively with 10k in options.

If Ford priced it more competitively, say around 20k, yes, it would get a few more buyers from the entry level market, but they would likely lose more buyers capable of spending more who view the ST as not a worthy competitor to the market leaders in the 23-30k class (Mini, Abarth, Veloster, BRZ/FRS). In a sense, the car has to be priced at a point where the "tire kickers" place it in the same playing field as the cars it is hoping to compete with.

With the top line Platinum Fiestas going for 22k, they were also forced to price this one the same.

Another way to view it is that at 23-26k, the Focus ST is basically stripped of all the features people want. You are required to option the car to the 27-30k point (sticker price) to get the equivalent of what Ford puts in the Fiesta at the base price. Yes, the Focus has even more features, but that's not the point. The options on the Fiesta are only frosting on what is an already complete package, in the Focus and other cars, you still have to select levels of trim that take the price even higher.

Plainly put, this type of car is a passion purchase. It's not a price purchase. It's a compromising car that doesn't present the best use of money for the buyer needing an all around good vehicle. Passion purchases are always more about how one feels rather than how much it costs. If someone is truly price shopping and trying to get the best deal, then a low production niche vehicle, even at 21k, is not their best play.

Finally, we see now, 6 months in, that the Focus ST isn't really flying out of the showrooms. Every sale is an effort for Ford. It's popular and offers a level of everything that's hard to find elsewhere in the market, but it's still a very small volume car. The Fiesta, being even less practical and focused at an even smaller portion of the market will likely see even less success in the showrooms. There might be really decent discounts after the initial furor dies down. If price is such a consideration, then those buyers need to wait about 8 months and see what's lying around in stock as the dealers are excited for what new early 2015 models can be added to their floorplan.
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I couldn't disagree more.

EVERY purchase is a price purchase. If I could have gotten a FiST for under 20k, I would be driving one right now. I bought a GTI instead because they were the exact same price and the GTI is so much more car at that price point (IMO, YMMV).
To think that some people would not buy the FiST at a lower price because they wouldn't deem it "worthy" instead of it being a screaming deal, is ludicrous.
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ConST
Personally, no. Below $20k equates to a loss for Ford on these cars. Margins are very small as it stands.

I don't see what else they could have made an option on it to reduce the price. Wind down windows instead of power ? 15" rims instead of 17s?

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They couldve gave us a headlight projector option at least.

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ConST said:
I don't see what else they could have made an option on it to reduce the price. Wind down windows instead of power ? 15" rims instead of 17s?
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MFT and automatic climate control to name two.
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ConST
MFT is the sat nav unit? I'll give you that.

Auto climate control nowadays costs next to nothing so it's not going to drop the price by much. Maybe a couple hundred. It's pretty much a standard feature on most new cars.

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Price is a factor to consider. But performance is certainly another important element to consider when I buy a car. I looked at the competitors, read the reviews test drove before I decided on the FiST simply because it is the best bang foe the bucks. Yes the mini is faster and more luxurious but the difference is not signifocant enough to justify its premium price.

Not many people would go so far to buy a car. Many would just stick with a brand or go for the big brands. Statistics also show that majority of people don't test drive before they buy.

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I think the price is just right and honestly I wish it cost $1000-$2000 more (or had $1000-$2000 more in options) to give a proper limited slip differential and HID headlights.

At $21k Ford is offering up one heck of a car. There's not a lot of cars out there that offer up 35mpg, are capable as a daily driver, and also can take me around a road course on the weekends. So the fact that Ford did it and at the price they did is awesome! I'm actually swapping a 2005 M3 for a 2014 Fiesta ST because I was tired of having 2 cars (my boring daily and my M3) and wanted something I can commute in and then flog around a track. Maybe I'm in the minority that I'd swap a BMW for a Fiesta ST, but I can't wait for the car to get here and to not be driving a boring commuter every day.
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was-an-M said:
I think the price is just right and honestly I wish it cost $1000-$2000 more (or had $1000-$2000 more in options) to give a proper limited slip differential and HID headlights.

At $21k Ford is offering up one heck of a car. There's not a lot of cars out there that offer up 35mpg, are capable as a daily driver, and also can take me around a road course on the weekends. So the fact that Ford did it and at the price they did is awesome! I'm actually swapping a 2005 M3 for a 2014 Fiesta ST because I was tired of having 2 cars (my boring daily and my M3) and wanted something I can commute in and then flog around a track. Maybe I'm in the minority that I'd swap a BMW for a Fiesta ST, but I can't wait for the car to get here and to not be driving a boring commuter every day.
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Wow you traded an M3? I now dont feel so bad for trading my 06 TL lol

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stuntdoogie said:
Wow you traded an M3? I now dont feel so bad for trading my 06 TL lol

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Haha! Yeah, I did.

Now to be fair, I glossed over some details for dramatic effect :) but I currently have a 2005 M3 that I am selling (along with selling my commuter car) and replacing both with the Fiesta ST. It was motivated by the higher running costs on the M3 and the fact that life is changing (my wife and I are having our first child in February) and I wanted something that I could take to the track and have fun with but also have fun around the traffic circles and enjoy on my daily commute (as opposed to my Civic Hybrid).

Is the Fiesta ST going to be as fast as the M3? No, of course not. The M3 has a limited slip differential, rear drive, 333HP, and so on. No doubting it's an awesome car. But the Fiesta offers a zippy little platform that will offer the same levels of enjoyment in different ways. It's narrower tires and other differences make its limits lower which means I can slide it around a little without having to be going 100+ MPH.

I also love the Fiesta ST because it's a car we should be getting. I know BMW is a European car brand, but the ST is very much a European car. Especially the UK market is littered with great little hot hatches (Clio Sport, Twingo, etc) that the US market just has never gotten. But I love hot hatch backs. I partly went for the ST because I want Ford to succeed so we get more cars like it. And really, the Fiesta has a lot of Euro in it (German design, running gear built in the UK). It just strikes all the right chords with me and I can't wait to take delivery and start modding. :)
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^^My Sentiments exactly!

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was-an-M said:
I think the price is just right and honestly I wish it cost $1000-$2000 more (or had $1000-$2000 more in options) to give a proper limited slip differential and HID headlights.

At $21k Ford is offering up one heck of a car. There's not a lot of cars out there that offer up 35mpg, are capable as a daily driver, and also can take me around a road course on the weekends. So the fact that Ford did it and at the price they did is awesome! I'm actually swapping a 2005 M3 for a 2014 Fiesta ST because I was tired of having 2 cars (my boring daily and my M3) and wanted something I can commute in and then flog around a track. Maybe I'm in the minority that I'd swap a BMW for a Fiesta ST, but I can't wait for the car to get here and to not be driving a boring commuter every day.
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I second exactly those 2 options. I'm coming from an RX8 with phenomenal headlights and I'm going to miss those HIDs
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greybeard said:
I second exactly those 2 options. I'm coming from an RX8 with phenomenal headlights and I'm going to miss those HIDs
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Yep me too. had the AFS HIDs on my MS3 and HIDs on my '03 Focus SVT. I'm not keen on aftermarket HID conversions. Perhaps there is a slightly (emphasis on slightly) better bulb choice, perhaps a bit whiter light. The low beams on the FiST leave ALOT to be desired. lol ;)
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Especially that the US spec came with reflectors instead of projectors. I think getting a retro fit would be the best. The very slight increase of the premium bulbs don't justify their price but then if they are the only choice then I guess it's a good thing to do. Safer for you and your fellow drivers on the road.

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Pelotonracer2
takuarc83 said:
Especially that the US spec came with reflectors instead of projectors. I think getting a retro fit would be the best. The very slight increase of the premium bulbs don't justify their price but then if they are the only choice then I guess it's a good thing to do. Safer for you and your fellow drivers on the road.

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Agreed.
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///M Compact
I installed Philips Vision Plus bulbs in my E36 and my wife's E90, and Hella E-codes with Osram Night Breaker Plus H4s in my TJ. Even so, I have to say that the lack of of an HID option makes me much less likely to go with a particular car.
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///M Compact said:
I installed Philips Vision Plus bulbs in my E36 and my wife's E90, and Hella E-codes with Osram Night Breaker Plus H4s in my TJ. Even so, I have to say that the lack of of an HID option makes me much less likely to go with a particular car.
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Going by Fords usual way of doing things, I can almost predict with certainty that the Fiesta ST will have HIDs... next year. ;) I'll be a bit pissed too. hahaha
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Thats If they decide the FiST is in high demand and selling well i believe they will continue bring it to the states.

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