The future of Ford’s smallest vehicle, the Ka city car, doesn’t look too promising. According to a Ford senior marketing executive, the Ka has been left out of a new, brand-wide advertising campaign, which could mean the minicar will be discontinued.
“For quite a long time we have not produced new advertising. It is considered a stand-alone vehicle,” Elena Cortesi, Ford of Europe’s director of social media, was quoted as saying by AutoNews Europe.
Why would Ford not include one of its vehicles into its new brand-wide campaign? Well, it could mean that the Ka won’t be produced for much longer, especially since sales fell 20 percent last year to 59,112 units, while sales through April are down 27 percent to 18,824 units, according to data from JATO Dynamics.
The second-generation Ford Ka was launched in 2008 shortly after the introduction of the Fiat 500, upon which it is based. Both models are made at Fiat’s plant in Tychy, Poland, but while the 500 is a commercial success, the Ford suffers, even though it is priced lower. In Germany, the Ka starts at €7,990 ($10,500), while the 500 has a starting price of €11,600 ($15,180).
Because of low pricing and weak sales, the Ka produces no profit. Maybe this is why no facelift is planned in the near future, as a Ford spokesperson revealed. From 2015, Fiat wants to build the next-generation 500 in Poland as well. Only time will tell whether Ford will continue with Fiat, choose another partner or even quit the minicar segment altogether.
By Dan Mihalascu
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