Making a small car is a tricky proposition.
As you get smaller and lighter, you'll improve important aspects like fuel economy, but you don't want to compromise so much that people feel cramped in the vehicle.
Ford jumped back into the subcompact category of cars in recent years with its Ford Fiesta model, and I recently spent a week with the brand new 2014 Ford Fiesta and I'm back with a full report on what it offers and who might be interested in this type of ride.

LOOKS
When you see the Fiesta, you'll know what it is. Compared to most vehicles on the road, it's a little guy - battling other subcompacts in the market such as the Chevy Sonic, Nissan Versa and Toyota Yaris.
You don't feel claustrophobic in the car, but it's definitely more comfortable with just the front seats filled (or people in the two front seats plus a kid seat in the center rear). Once people want to get in the back it gets tricky, especially if you have tall people up front. If you transport people regularly and aren't a very short person, this car probably won't be on your list due to the limited rear space. (Ironically, there is a good amount of trunk space; it's too bad some of that couldn't have been saved for a bigger back seat area).

Still, even though the size will eliminate Fiesta from many people's lists, there is a niche market for these small vehicles and it is growing. With gas prices most likely remaining high for the long-term, many folks who previously wouldn't have considered a car this small might have changed their mind based on how their pocketbook would be affected by having a bigger car that sucks up more gas.

Dan Mazei, car communications manager for Ford Motor Company, said Ford brought back the Fiesta in 2011 to the U.S. (it was already in Europe at that time), and has seen success since the return.
"It had been performing really well overseas, and people were looking for fuel economy but not a boring econobox, something with style and substance," Mazei said. "When Fiesta came back, it delivered that. More emphasis on styling, not just on fuel economy. It was our best seller with first-time buyers and performed well with millennials ... It's still the top car with first-time buyers."

The new 2014 FIesta does see some changes from previous versions. On the outside there's the new Ford grille styling (a hexagonal chrome grille), plus redesigned headlamps and tailllights.
Inside the changes include the addition of a 6.5 inch LCD touchscreen, which has the options to be a backup camera as well as operate the MyFordTouch system.

One cool program that is built into the car is MyKey. This lets you configure the maximum speed level and audio limits on the car, a good feature for parents who want to control some of what their kids do in the car (and not let their kids drive 90 mph while pumping the music full-blast).
Other tech features that are optional on the new Fiesta are passive entry (the car senses your key as you approach and lets you in) and push-to-start ignition.

COLORS
When you're marketing a car toward younger buyers, you have to offer some cool colors. My test ride was a new offering, "Green Envy" - a very bright green that caused almost everyone who saw the car to do a double take; Think "The Grinch" for reference. Other colors for 2014 that are new include Storm Gray and Performance Blue; and a host of previous colors are available - indluding the flashy Blue Candy, Race Red and Ruby Red.

ENGINE
The 4-cylinder 1.6 liter engine on the Fiesta offers 120 horsepower, so it's not exactly overpowering. You'll get up to speed, but it's going to take a little bit. This won't sprint away from the stop light or stop sign.

If you want extra power, the Fiesta ST will soon be coming to the U.S. (197 horsepower from a? turbocharged 1.6 liter EcoBoost engine). And if you want to go the opposite direction, a 1.0-liter 3-cylinder engine with 100 horsepower is coming soon that will boost miles per gallon higher.

MPG
Speaking of mpg, the version of the Fiesta I drove got 32 mpg on average (29 city/39 highway). There is a "superfueler" version (an option that updates the aero package) that is a couple mpg better (30 city/41 highway).

These are very good fuel numbers (best in class), and are one of the biggest selling points on this vehicle.

SAFETY FEATURES
There are no options on the Fiesta for more upscale safety features like blind spot monitoring or lane departure warning, etc.; but you get a small blind spot mirror on the side mirrors that does help to some extent.

On one hand it's disappointing not to have these options, but I understand why with the audience this vehicle primarily serves - who are not likely to want or be able to afford such features.

MUSIC, SOUND, PORTS
In terms of music options, you will get standard Bluetooth capability for streaming; USB and iPod connectivity, and an AUX port for connecting other audio devices. And of course the usual options (AM/FM/Satellite/CD) are included.

The Sync feature is standard (but MyFordTouch is an option). The difference is Sync is just voice commands (pick a radio station, control phone, etc.). WIth MyFordTouch, you can add navigation and have the ability to control navigation via touch or voice.

A couple stereo options are available: You can upgrade to a Sony Premium audio with 8 speakers, or stick with the? basic 6-speaker version.

PRICE
The 2014 Ford Fiesta SE that I tested was $15,450 to start, plus about $4K in options, so it ended up just over $20K. The absolute base price you'll spend on a Fiesta, if you skip all the options and just want something to get you where you're going, is $14,795.

This is a nice price for younger people just looking to get their first new car, and they can still have it look pretty snazzy.

TARGET AUDIENCE
So who are the buyers of the Fiesta?

Well, one answer is young people, or single people with no kids. People who don't plan on using their back seat much, but want trunk space and good mpg, may also be interested.

Mazei said the newest generation of drivers has a lot of support for the Fiesta.
"It runs the gamut buyerwise, but we do see consistently more than a quarter or a third of buyers in the millennial set," he said. "Fiesta has helped us make the biggest jump in share growth with milleniials int he industry since 2009. A lot of young people, first-time buyers, but also a lot of people getting second cars, empty nesters. It has the most available options and features as you can for a car this size and price point."

BOTTOM LINE
The ultra-compact size of the Fiesta will limit its audience, but for those who don't transport a lot of folks and want a small affordable car with great mpg, this is one of the few on the market that still offers some of the usual technology features people are used to having in larger cars. It's a niche product without a doubt, but it's a niche product that will work for Ford for the long-term as long as goals are kept realistic.