The Ka's modern styling divides the market into those who like and do not like the Ka. Those who do like the Ka perceive it as sophisticated and fun to drive, as well as being more exciting than its competition. Both groups perceive the Ka as futuristic. However the limited legroom and the absence of a 5 door model rules Ka out of the market as a family car making it best suited for the individuals and small family needs used for a daily commuting and other routine tasks. Here Ka's exceptional fuel efficiency in city based driving will be a key differentiator.
The Ka's styling rules it out of the conservative end of the market as well, and at the same time the positioning of the Fiesta suggests that Ford would be better off positioning the Ka to the young (at heart) end of the market. Considering all this and the absence of luxury features in Ka, the competition for Ka then becomes Fiat Punto, the Nissan Micra, the Fiat Uno, the Peugeot 106 Kid, the Opel Corsa and the VW Polo. The Ka can realistically claim to be sportier than all these cars. (The Peugeot 106 Griffe however is a different matter).
Between them, these cars constitute just over 28% of the market, with the Peugot 106 having 13%. …
