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Sep 6, 2018   Features

Dirk Borrmann, Segment Chief, European B Car, Ford of Europe has a tremendous challenge: to ‘democratise’ advanced technology for Ford customers in a very competitive market segment and harness supplier innovation, as he tells Simon Duval Smith.

The B Car segment has been pivotal to Ford's success for many decades; the original Fiesta was launched in 1976 as the first 'world car' and has gone on to sell 16 million units across almost every market in the world, making it one of the best selling Ford models behind the Escort and the F-Series. 

The Fiesta has gone through seven generations and has been manufactured globally, in Europe, Russia, Brazil, Argentina, Mexico, China, India, Taiwan, Thailand, Vietnam, Venezuela and South Africa. 

One might think that the B-segment could not succeed in North America but in 2010, the sixth generation Fiesta (Mark VI) was introduced worldwide, making it the first Fiesta model to be sold in North America since the Fiesta Mark I was discontinued at the end of 1980. 

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