Rumours that the Ford Focus was no longer going to be sold in the Middle East began to emerge late last year but it was unclear what would fill the void in the US company’s ranks in the region. Fans of the hot-hatch version may be disappointed to hear that the answer has seemingly arrived in the form of the new Escort but for car fleet owners the vehicle may be a smart new option.
The original Ford Escort was designed as a family car back in 1968 and for decades afterwards the car-maker seemed intent in proving that it could be the shapeshifter in the family. For the next 30 years, there were hatchbacks, estates and, to underline its flexibility, van Escorts. And before the saloon car market was re-shaped by Asian manufacturers in the late-1990s there was even time to arm it with the mighty RS Cosworth engine to compete on the rally circuit.
After a decade and more in the doldrums, the Escort name re-emerged as a model exclusively for China a few years ago; a surprise move considering its long history in Western markets and zero heritage in the land of the dragon. It now seems that marketed exclusivity may have been part of a longer term strategy to test other fresh territories where the Escort can enjoy a new start and re-emerge as a compellingly priced alternative (some observers believed it was over-priced in China) to other vehicles in its class.
A look at the New Escort and a promised test drive, proved too much for T&FME to resist last month, especially as the car is being pitched at the fleet market here; and the magazine dutifully arrived at Al Tayer Motors for unveiling.
The new Escort is tailored for customers looking for great value, sophisticated design, interior roominess and superior safety features in a small car, we were told.
“The new Ford Escort underlines our commitment to present UAE customers with a range of vehicles to meet all their transportation requirements,” added Ashok Khanna, CEO, Al Tayer Motors. “We are confident customers will enjoy the car’s unique blend of style, technology and safety features backed by our reliable and wide after-sales network across the country.”
After a short ceremony, the covers were taken off and it was immediately clear that the Escort outwardly shares the same DNA with the models now in China and has likewise been based on the global C1 compact car platform. Chassis-wise you can see the influence of the older Focus models but it is armed with the LED headlamps straight off the Mustang GT that will probably pass you on the Sheikh Zayed Road when you take the smaller car for a spin. It’s a nice touch and gives the car a sharper edge (no pun intended there, Ford SUV fans).
Ford arguably has a stronger reputation for its sportier models like the aforementioned GT and its powerful pickups like the Raptor in the market, so it seems like a sensible decision to invoke those models in the Escort. Although, make no bones about it, this is a car being pitched firmly at the fleet and family car market.
The engine for instance is no slouch at 125 horsepower and 150Nm in the car’s class but the 1.5l unit has been designed to be light, strong and favour impressive fuel efficiency over sheer grunt. Al Tayer itself believes at19.3 km/l, the Escort is one of the most efficient cars in its segment on combined cycle. With the engine mated to a six-speed automatic transmission and front wheel drive, it believes the Escort is the perfect vehicle for those, like fleet company car owners, who need to make every drop of fuel count. It is also important for Ford and Al Tayer that even at a competitively priced 72,345 AED that it can swing the return of investment argument with buyers.
Thankfully those figures can be backed up with actual data from out in the field – not always a given in the region. In fact, it was revealed during the unveiling that Ford tested throughout the summer heat of 2018 as part of its wider global testing programme.
Many will be relieved that the testing focused on performance of both the engine and the air-conditioning systems with Ford saying it wanted to test the Escort during one of the most demanding times of the year when ambient temperatures push them to their limits.
The test programme went beyond the engineering to also include ride comfort and see how the car performed in both an urban and highway environment, T&FME was told.
Ziyad Dallalah, chief engineer, Ford MEA product development said the local team were impressed with the way the Escort conducted itself throughout the tests.
“It coped with the kinds of temperatures we get here at the height of summer extremely well, cooling the cabin quickly and efficiently,” he said.
Thankfully T&FME got a hot and humid Thursday morning to test that out for itself when the keys were passed over to take a spin.
We opted for the premium Titanium leather trim, which will retail just below 90,000 AED, and like most Ford models in this market, you really do get a strong suite of features, including eight-way adjustable power memory seats and power folding memory mirrors “for greater convenience”.
Front and centre of the dashboard is an 8-inch touchscreen for the on-board infotainment system. This also displays what the rear view camera is seeing as well as what you are listening to. Audio devices can be connected to the system via Bluetooth, or via an A/V jack, USB charger and auxiliary port.
The real eye-opener here for those fresh to newer Ford models will be the crisp 3D digital instrument cluster. The company has come along way since its first demonstrations of the technology a decade ago, and you can even check your wheels’ conditions via the tire pressure monitoring system (TPMS).
What else do you get? Well, there’s the auto on/off headlamps, auto dimming rear view mirror, automatic rain sensing wipers, and keyless entry with push button start.
Beyond the TPMS, other enhanced safety features on the new Escort include standard Electronic Stability Control (ESC), side curtain airbags. The rear seats also come fitted with ISOFIX for two child safety car seats as standard. Less obvious perhaps but no less important is the high-strength boron steel chassis and the advanced six-airbag restraint system. The new Ford Escort earns its full five-star safety rating.
On the road the vehicle tested well and comparable to its competition. Where the testing in the region has certainly paid off, is the ride comfort for both driver and passenger which were good and sound levels remained low. The steering in particular was silky smooth and responsive. Driving in direct sunlight and in the heat, the dashboard stayed razor-sharp to the eye and the air-conditioning performed admirably. (From a buyer’s point of view, a selling point is sure to be the re-assurance of Al Tayer’s support network should anything go wrong.)
In terms of space, the driver is well catered for and Ford says the multi-function steering wheel and dash-mounted touchscreen have been designed to give passengers generous leg, shoulder and headroom. In T&FME’s opinion, it would be fair to say that while the interior is comfortable, it doesn’t feel exceptionally ‘roomy’. Nor is the boot. However, both compare favourably to other cars in its class, like say the Nissan Sunny, but like cars from others like KIA and Peugeot, you are not buying this car for a cheaper limo. This, then, is a car, whose role is to get a sales executive to a meeting and not look out of place in your customer’s car park.
Verdict
Fans of the Focus may be disappointed not to see a replacement for the hot hatch in the UAE, but priced competitively and fully specced and tested in the region, the New Ford Escort may be the company car of choice for mid-level executives and fleet managers with one eye on the fuel bill.
Prices from 72345 AED to AED 89,000-plus
