Just to name a few things;
*Price* - high advertised starting price (sure, it includes a/c...)
*Advertising* - when was the last time you saw the Fiesta on the TV?
*Entry point* - I mentioned this once and got blasted, but what about a 1.4L? (EDIT - come to think about it, I was blasted about it. But for one second just think. The Yaris has a 1.3L, as does the Jazz. Seems Ford are aiming for the 'premium' small hatch price)
*Waiting lists* - are people prepared to wait? My Cousin was told about 4-6 weeks for a Fiesta Zetec
*It's a Ford*
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