Greater Noida, Feb 5 (IANS): American auto giant Ford Wednesday launched a new Fiesta and also unveiled a compact sedan concept that will go head-to-head with Maruti Suzuki Dzire and Honda Amaze a day before the biennial Auto Expo 2014 opens here.

"The Ford Fiesta has been lauded by enthusiasts in India for its superior driving dynamics, smart features and technology in the B segment," said Vinay Piparsania, executive director of marketing, sales and service, Ford India.

"With a new bolder look, and more refinement, the Fiesta truly stands out as a premium mid-sized sedan," he added.

The new Fiesta's trapezoidal front grille, which resembles that of the iconic Aston Martin brand gives it a premium and sporty look upfront. However, the rear remains the same as the previous generation car.

Speaking about the sub-four metre car named 'Figo Concept', Ford said the compact sedan would redefine expectations for the B segment.

The 12th edition of the Auto Expo is hosting 55 exhibitors. As many as 70 new vehicles will be unveiled, including 26 global unveilings of which 15 will be cars.

The expo comprises two separate events - an auto show that will be open to the public Feb 7-11 at Greater Noida and a components show Feb 6-9 at Pragati Maidan.