Bill Pierre Ford

Automaker to introduce Verve subcompact at Detroit Auto show to take advantage of fast-growing small-car segment in U.S.

Ford Motor Co. is taking aim at the Toyota Yaris and Nissan Versa with its Ford Verve subcompact, a concept car that’s close to a production version that will hit U.S. shores in 2010.

Ford plans to show three-door and four-door versions of the Verve at the North American International Auto Show, which begins three days of media previews Sunday in Detroit. Ford said the four-door is the basis for a sedan that will go on sale in North America in 2010, while the three-door – expected to go on sale in Europe later this year – could also be sold in North America if consumer response is positive. Another version will be sold in Asia starting this year.

The Verve was designed in Europe, where Ford has long been a leader in the small car segment. Ford describes the vehicle as athletic, energetic and sophisticated, and said it will be available in a variety of rich colors. There’s no pillar separating the side windows and there’s a panoramic glass roof, adding to the streamlined look.

“Verve aims to ‘right’ North American buyers’ earlier small-car experiences by offering a product that changes customers’ view of small cars from ‘cheap’ to chic and from affordable to desirable,” Ford design chief J Mays said in a statement.

Ford said global demand for small cars has reached unprecedented levels. It expects small cars to represent 45 percent of all sales globally – and 25 percent of U.S. sales – by 2012.