Ford issued this eye-catching advert in 1978, announcing that its handsome little Fiesta (launched in the UK only the previous year) had won a Design Council Award for its ‘detailed and calculated attempt to reduce the maintenance and repair costs of the small family car’.

Ford had apparently ‘put cost of ownership and ease of maintenance high on its list of priorities’.

The Fiesta’s relatively simple spec and excellent fuel economy obviously contributed to its low running costs, an approach that ‘set the pace amongst competitive manufacturers both in the UK and abroad’.

Ford reckoned that the Fiesta made a ‘praiseworthy contribution towards the requirements of contemporary car manufacture and ownership’.