Ford Puma (2023) Review
When Ford Motor Company of Southern Africa shelved the Figo, Fiesta, Kuga and EcoSport, we thought the Blue Oval’s passenger car ambitions were quashed in favour of the Ranger. The arrival of the Ford Puma suggests otherwise, but is it any good?
We like: Excellent on-road manners, punchy engine, smart load-bay configuration
We don’t like: Late arrival, imminent facelift, so-so build quality, optional extras.
FAST FACTS
- Model: Ford Puma 1.0T ST-Line Vignale
- Price: R613 900 (January 2024, before options)
- Engine: 1.0-litre 3-cylinder turbopetrol
- Power/Torque: 92 kW and 170 Nm
- Transmission: 7-speed automatic
- 0-100 kph: 9.5 seconds (Estimated)
- Fuel consumption: 5.3 L/100 km (claimed)
- Luggage/Utility space: 456 litres
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Where does the Ford Puma fit in?
It’s hard to believe only a handful of brands still offer B- and C-segment hatchbacks, let alone sedans. Rather than producing those models that were once the backbone of the new passenger car market, carmakers now churn out a plethora of higher-riding small crossovers (also called compact family cars).
These offerings are oh-so-fashionable and attractively priced. Developing all-new vehicles is costly, but for small crossovers, brands utilise existing platforms and common components to reduce production costs. And, seeing as the models are based on proven hatchbacks, they tend to be quite nice to drive.
Think of the Puma as “a taller Fiesta”, in the same way as a Renault Captur is a lifted Clio and a Volkswagen T-Roc is an elevated Golf. Interestingly, the Ford’s introduction to South Africa (at the end of 2023) happened almost 4 years after its global debut. Some regard the Puma as a replacement for the popular EcoSport (of which production ended), but we disagree – the “newcomer” is far more upmarket.
Ford offers the Puma in 2 flavours: Titanium and ST-Line Vignale; prices start at R570k (January 2024).
The Puma competes in a tightly contested segment. If you’re shopping in the “boutique” small crossover segment, you’re spoilt for choice. Ford will tell you the Puma is positioned against the Volkswagen T-Roc and Hyundai Kona, but we’d also include the Volkswagen Taigo for a like-for-like engine comparison.
Compare the specs of the Puma to the Kona and T-Roc
If you’re partial to a European model, also consider the underrated Renault Captur and distinctive Opel Mokka. And, if you want to make a premium statement, the Audi Q2 may be well within your grasp too.
Compare the specs of the Puma to the Captur and Mokka
Another Korean brand that offers an alternative to the Puma at a similar price point is Kia – perhaps the Seltos might fulfil your needs. Finally, the Chinese brands continue to improve their offerings in leaps and bounds, so you would be unwise to ignore stylish offerings such as the Omoda C5 and Haval H6 GT.
How the Ford Puma fares in terms of…
Design and Packaging
Design is subjective, but the majority of Cars.co.za testers liked the Puma’s looks. The daytime running lights and grille give the Ford a posh and fresh look; it garnered more than a few stares from onlookers.
To reiterate, the Puma is not a direct replacement for the EcoSport, but consumers will inevitably draw comparisons between the models. These images don’t convey the Puma’s size – while it appears to be a cute compact SUV, the newcomer is longer, wider and has a bigger load bay than the EcoSport. What’s more, the Puma boasts a smart 2-floor boot storage system, as well as something called the Megabox.
Given its crossover positioning, the Puma does offer a slightly raised ride height, but its limited ground clearance (164 mm) means it’s not suited to venturing further off-road than a well-graded dirt track.
The general build quality is good, but not perfect – the shut lines adjacent to the test unit’s driver’s door, for example, did not match those of the rest of the car (perhaps the door was slightly misaligned?)
The interior, in turn, looks modern, upmarket and reasonably well-finished. The high-perched driver’s seat offers great visibility out of the cabin and a generous range of adjustment. Plus, this flagship derivative includes a massage function for the front seats, which helps reduce fatigue on longer trips.
Unsurprisingly, the Puma’s rear occupant space is less than generous. Taller testers were able to pass the sit-behind-yourself test, but their knees brushed against the driver’s seat. And, as in most small crossovers, rear headroom is at a premium, with the rear bench best suited to seating youngsters.
To its credit, the Puma fulfils its practical compact family car role well thanks to a well-thought-out luggage area. If you lift the load bay’s floor, there’s a second tier with additional storage space and, if you go past the spare wheel, there’s a large rubberised tub, named the Megabox, that can accommodate dirty wellies or a wetsuit.
There’s even a drain plug in the Megabox so that you can hose it out. Finally, a powered tailgate is provided; if your hands are full, the hatch door can be activated by wiggling your foot under the bumper.
Performance and Efficiency
All Puma derivatives utilise the proven 1.0-litre 3-cylinder turbopetrol EcoBoost engine. In this model, it produces 92 kW/170 Nm and works in conjunction with a 7-speed dual-clutch automatic transmission.
Three-cylinder engines typically have a thrummy, off-beat engine note, but Ford has done a good job of refining this motor to the point that it revs reasonably smoothly/refinedly. The Puma is capable of easily keeping pace with traffic and has enough oomph to execute open-road overtaking manoeuvres briskly.
Given the implied sportiness of the ST-Line designation, it is a letdown that the Puma’s transmission doesn’t offer the option of actuating manual up- and downshifts. Still, ‘shift paddles are only nice to have in this segment and the ‘box performs fine in daily driving conditions and during eager, spirited jaunts.
You can toggle between 5 drive modes (each of which has distinct throttle responses, gear shifts and steering feel, plus changes the digital instrument cluster’s colour scheme/theme accordingly). Sport makes the most of the Puma’s commendable handling ability (more about that later), while Slippery/Trail is optimised for low traction and off-tar scenarios. Still, it’s unlikely that many owners will drive their front-wheel-drive crossover (with just 164 mm of ground clearance) too far from the beaten track.
Interestingly, this engine has been known for commendable performance, but mediocre fuel economy… During previous reviews of Ford models powered by the 3-cylinder EcoBoost engine, we’ve encountered higher-than-expected fuel consumption, but we’re happy to report that this iteration of the 1.0-litre triple sipped fuel – as opposed to guzzling it. At the end of its tenure in our test fleet, the Ford’s trip computer indicated 7.1 L/100 km (which was not too far off the manufacturer’s claimed figure of 5.3 L/100 km).
Ride and Handling
Seeing as it rides on the Ford Fiesta’s B2E compact car platform, the Puma has excellent road manners. The ST-Line Vignale has a sportier suspension setup and larger (18-inch) alloy wheels than its entry-level Titanium sibling. As a result, it offers a more engaging driving experience, let alone greater kerb appeal.
Suffice it to say, the Puma is more pleasant to drive than most small crossovers or, to put it another way, it’s far nicer to pilot than it needs to be!
Even in the default drive mode, the steering setup has enough directness and feedback to be classed as sporty. It’s little wonder there’s a performance-focused ST derivative in other markets; the underpinnings facilitate commendable surefootedness and body control.
The downside, however, is that the majority of crossover customers (compact family car buyers) aren’t looking for an entertaining driving experience. If ride comfort is your priority, the Puma 1.0T Titanium foregoes the sporty suspension setup and rides on smaller wheels wrapped in higher-profile tyres…
Comfort and Features
Considering this Puma derivative’s list price is just over R610 000 (January 2024), prospective buyers will expect it to have an extensive standard features list and, to a degree, the 1.0 ST-Line Vignale ticks that box. In fact, even in the base Titanium-spec, the Puma comes reasonably well equipped.
If you do step up to the ST-Line Vignale, you’ll benefit from a terrific 10-speaker B&O audio system, digital instrument cluster, leather trim (with a massage function for the front seats), Apple CarPlay and Android Auto compatibility, a wireless charging pad, USB ports, as well as an assortment of safety technologies, such as hill-launch assist, lane-keeping aid, pre-collision assist and auto high-beam assist.
However, the Puma’s SYNC3-based infotainment system is showing its age (perhaps we’ve been spoilt by the sensational and state-of-the-art SYNC4 system in the new Ranger and Everest). That being said, the system’s intuitive, still delivers a crisp-looking and responsive user experience and we rate its hands-free voice-control capability as one of the best in the business. Satellite navigation is included as well.
Our test unit was specified with the optional Driver Assistance Pack (R21 100), which adds blind-spot information system (BLIS), intelligent adaptive cruise control (with traffic jam assist), traffic-sign recognition, driver alertness monitor, front parking sensors and active park assist. The Styling Pack (R17 300) adds a black roof, a panoramic sunroof and 4-way passenger seat adjustment. There’s no standard colour either: each 1 of the 5 paint finishes available costs R1 050, according to FMCSA’s configurator.
This all adds up. Before you’ve even ponied up for the optional service/maintenance plan, the total price has ballooned to around R650k, which puts the Puma in the league of larger models, such as the H6 GT.
Ford Puma Price and After-Sales Support
The Puma is sold with a 4-year/120 000 km warranty. Service or maintenance plans up to 8 years or 135 000 km are sold separately.
| Puma Titanium | R569 900 |
| Puma ST-Line Vignale | R613 900 |
Verdict
The Ford Puma is a welcome addition to South African showrooms; we enjoyed our time with the model, because it’s a well-resolved product that fills the gap left by the Fiesta compact hatchback and its bigger brother, the Focus. We’d say the Puma offers more driving enjoyment than most models in its segment!
But perhaps Ford’s boutique small crossover has arrived in our market too late to gain a meaningful foothold in this ever-expanding segment. Worse still, its price tag positions it north of its competitors. A Volkswagen T-Roc 1.4TSI 110kW Design with most options ticked (to bring it up to the Puma’s spec) would demand a similar premium, but offer more performance and space for your hard-earned cash. The German model would also include a 5-year/90 000 km service plan, which is optional on the Ford…
So, what if you’ve fallen head over heels for the (undeniably charming) Puma, just like the 93 customers who purchased one in December 2023? Should you buy one? Our advice is to wait a while, because we understand an updated version of the Puma is due to be released globally at some point in 2024.
Upgrades to the cabin are believed to be significant and an all-electric version is on the cards too, so it may well be worth waiting a few months to see if FMCSA confirms the facelifted Puma for our market.
Related content:
Puma by name, Fiesta by nature – the story of Ford’s passenger car offering