The entry-level car market ain’t what it used to be.

The crowded, highly competitive segment has seen some steep price jumps in recent years as the rand plummeted against almost all currencies, pushing up import costs – with salary increases largely failing to keep track of new-vehicle price inflation.

Very few cars remain in the market at around R100 000. Perhaps more unsettling is how few remain at around R150 000.

Case in point: When the Ford Figo launched in 2010, pricing started at R109 900. By February 2014 that number had moved to R132 700, and now, in 2016, the new Figo will start at R158 900.

Many of the other manufacturers’ price lists tell the same story.

“We think the Figo is fairly priced,” says Ford Motor Company sub-Saharan Africa region general marketing manager Tracey Delate. “The new range offers a lot of standard features customers will have to buy as extras on the vehicles of our competitors. Our target market wants these features. They want a stylish vehicle that offers a lot of technology. The new Figo also has a more powerful engine.”

She adds that Ford has no plans to bring in any vehicle priced lower than the India-made Figo.

The Figo competes in the sub-B segment, or as Ford calls it, the B-value segment.

Also indicative of the tough times facing South African new-car buyers, is the fact that this segment – and not medium sedans, premium cars or hot hatchbacks – makes up 19% of this year’s (declining) total new-vehicle market in South Africa. This is almost one in every five vehicles sold.

This number also excludes the booming A- and B-segments, which too refer to smaller, more affordable cars.

For the first ten months of 2015, the Ford Figo had an 11% share of the B-value segment.

Delate believes the new Figo can hang onto this number, especially with the range’s diesel and auto derivatives, which are unique in this segment.

The new Figo is available in sedan and hatchback derivatives. It will compete with the likes of the Toyota Etios and the Volkswagen Polo Vivo.

Reflecting the growing need for young consumers to stay connected at all times, the Figo features the nifty MyFord Dock as standard in the Ambiente and Trend derivatives.

This system allows drivers to store, mount and charge their mobile phones, MP3 players and satellite navigation systems, while also integrating these devices into the car’s entertainment system.

When not in use, the dock can be closed out of sight.

Pay more for the titanium model and get the Ford Sync advanced in-car connectivity system as standard.

“Sync lets drivers interact with their mobile devices and entertainment system with voice commands, while keeping their hands on the wheel and eyes on the road,” says Delate.

The Figo titanium also features MyKey, which allows owners to set restrictions for drivers with less experience, such as a maximum speed limit.

The Figo also offers 20 storage spaces, including bottle holders in the front doors that can hold a 1.5 ℓ and a 1 ℓ bottle at the same time, a large glove box that is big enough to fit a laptop, three cup holders for front seat occupants and a bin for rear passengers at the back of the centre console.

A hidden side compartment built into the driver’s side of the dashboard keeps small items safe, and is only accessible when the driver’s door is open.

The Figo is available in two engine sizes, including a 1.5 ℓ, four-cylinder petrol option, generating 77 kW of power and 138 Nm of torque.

Combined-cycle fuel consumption is 5.6 ℓ/100 km, but this was measured under laboratory conditions, warns Ford.

The diesel models are powered by an eager 1.5 ℓ Duratorq TDCi engine, developing 74 kW of power and 215 Nm of torque.

Average fuel consumption is 4.1 ℓ/100 km.

The manual derivatives feature a five-speed gearbox, with a six-speed auto transmission available on the 1.5 Titanium.

All in all, the model line-up has increased from three derivatives on the old range to nine derivatives.

All models are sold with a four-year/120 000 km warranty and a two-year/40 000 km service plan.

Service intervals are every 20 000 km on both the petrol and diesel derivatives.