Fiesta badge facing the axe?

Ford's new supermini, due on sale next year, may be given a completely fresh name, according to a company insider.

Our source explained: "There is a strong tide in favour of some­thing new as the car is radically differ­ent from the current machine. Our younger target audience weren't all born in 1977 when the Fiesta arrived, so for them heritage isn't an issue." The launch of different variants, such as an off-road version, is another factor in bosses' thinking.

Speculation has been intensified by Ford checking out three potential titles to see if another brand has a claim on them, and registering a fourth.

Genesis, Isis and Phoenix are "under investigation" in the international car titles register, while the firm now has the rights to Kuga. Ford will seek a public res­ponse to any name change in consumer clinics, and may trial one option on a pre-production concept at Sept­ember's Frankfurt Motor Show.

This could be decisive, as top brass are at loggerheads over the renaming issue. Richard Parry-Jones, in charge of pro­duct development, said: "Some badges have strong brand values, so perhaps we shouldn't throw this away." But sales and marketing chief Stephen O'Dell explained: "In this business, the car makes the name, not vice versa."

Ford apparently came close to giv­ing its new Mondeo a fresh badge, while dumping the Escort name - also after 30 years - involved an 11th hour decision to opt for Focus ahead of the car's debut at 1998's Geneva expo.