As the era of punk rock was drawing to a close and new wave bands were taking over, a silent revolution was happening on the streets of Britain. Gone were the days when you needed the strength of a dock worker to handle a car’s gears and steering wheel. The new generation of cars were lighter and easier to drive, with smoother brake pedals and clutches. Car dealers were quick to highlight the maneuverability of these vehicles, especially with Margaret Thatcher’s famous line, “the lady’s not for turning.”
One such car that emerged during this time was the Ford Fiesta. Next week, after 42 years and eight generations, production of the Fiesta will come to an end. This marks the end of an era for one of the most beloved cars in Britain’s history. Millions of Britons learned how to drive in a Fiesta, and it remains a favorite among driving instructors to this day. In total, 4.8 million Fiestas were sold in Britain during its production run.
Before the introduction of cars like the VW Golf, Ford Fiesta, Fiat Panda, and Peugeot 205, cars were often seen as unreliable and heavy, requiring technical skills to operate. The new cars in the b and c segment changed that narrative. They offered motorists the ability to simply jump in, turn the key, and drive off without needing any adjustments. These cars featured small, fuel-efficient petrol engines, front-wheel drive layouts, and spartan interiors with minimal luxury extras.
Car companies also improved their marketing efforts during the 1980s. Iconic advertisements were created, such as the VW Golf advert featuring model Paula Hamilton, and the Renault Clio ads with Nicole and Papa. These ads showcased the freedom and excitement that came with owning these new cars.
The Ford Fiesta holds a special place in the hearts of many Britons, with 22% of people passing their driving test in a Fiesta. However, Ford has decided to discontinue both the Fiesta and the Focus, which replaced the legendary Escort. Despite this, there is excitement surrounding what new models Ford will offer in the future, with a focus on electric vehicles.
Other cars from previous generations also continued to thrive during the 80s and 90s, such as the Citroen 2CV and the Mini. These cars had their own unique designs and became icons of their time. The Mini, in particular, saw a revival under BMW’s ownership and still retains its signature look even after more than 64 years.
The 1980s also saw the rise of the hot hatch, with car designers realizing that by making a few tweaks to the engine, suspension, and body of these small cars, they could create powerful and exhilarating machines. This led to a competition among car manufacturers to create the fastest and most thrilling hatchbacks.
Volkswagen kicked off this trend with the Golf GTi, which featured fuel injection for increased efficiency and power. The Golf GTi quickly became a favorite among reviewers and the general public, earning the title of Car of the Year in 1981.
Overall, the 1980s saw significant improvements in car design, performance, and marketing. Cars became more accessible and enjoyable for everyday drivers, and iconic models like the Ford Fiesta, VW Golf GTi, and Mini left a lasting impact on the automotive industry.
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