There is no certainty regarding the future of the Ford Ka, after a senior marketing executive said that the model has not been included in the next brandwide advertising campaign.
“For quite a long time we have not produced new advertising” for the Ka, Elena Cortesi, Ford of Europe’s director of social media, told Automotive News Europe. “It is considered a stand-alone vehicle.”
It would not come as a surprise if the Ford Ka was forgotten, taking into consideration that its sales have continued to drop. The model’s sales in Europe have dropped 20% in 2012 to 59,112 units and sales from January to April have fallen 27% to 18,824 units, according to market researchers at JATO Dynamics.
The Ford Ka hit the market in 2008 as a replacement for the successful first-generation model and it is based on the Fiat 500 platform. Both the Ford Ka and Fiat 500 are manufactured at Fiat’s plant in Tychy, Poland, but they do not share the same price. In Germany, the Ford Ka has a base price of 7,990 euro, while the Fiat 500 starts at 11,600 euro. Therefore the Ka brings no profit and it does not fit the automaker’s global One Ford strategy.