When the Ford Puma ST-Line Vignale, as part of the crossover’s debut, launched in South Africa in November 2023, it landed in a crowded space of compact crossovers, the darlings of the modern urban family.

On paper, the Puma has all the right ingredients: sporty styling, a trusted badge, and a premium badge suffix in “Vignale.” Yet it remains an underdog, largely misunderstood in the local market. To appreciate what the Puma truly is, it’s important to understand its roots, its purpose, and where it fits in Ford SA’s strategy.

Watch CAR’s Ford Puma crossover review below:

The Puma, despite its SUV shape and elevated stance, is fundamentally a Ford Fiesta underneath. That’s not a bad thing. The now-discontinued Fiesta – especially the last generation – was often praised for its excellent driving dynamics, nimble handling, and fun-to-drive nature. Ford cleverly borrowed that hatchback’s platform to create a vehicle that offers crossover practicality without sacrificing driving enjoyment. The result is a compact SUV that feels more engaging than you’d expect from a car in this class.

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The first Puma in this new SUV guise made its global debut in 2019, reviving a name last seen on a quirky coupe sold in Europe in the late 1990s. Ford’s strategy was clear: leverage a sporty nameplate, blend it with small-car architecture, and create something that’s as comfortable on the school run as it is on a winding road. The ST-Line Vignale, in particular, is the top trim, and blends sporty exterior cues with more premium appointments inside.

And that’s where the conversation begins to get a little more nuanced.

A Noticeable Point

While the Puma presents itself as a stylish and fun-to-drive crossover, one noticeable sore point is its multimedia system. It runs Ford’s SYNC 3 infotainment suite – functional, but dated. In an era where digital real estate is king, the Puma’s 8-inch screen and relatively modest graphics feel a step behind.

Ford’s newer models, like the Ranger and Everest, feature SYNC 4A with massive vertical or horizontal displays, cloud-based connectivity, and a more modern user interface. The Puma, by contrast, feels like it’s still living in the 2010s in this regard.

This is not a deal-breaker, but it is noticeable. As more buyers become tech-savvy and demand seamless smartphone integration, over-the-air updates, and snappy interfaces, SYNC 3 feels like an unfortunate compromise. It’s a reminder that the Puma, while new to South Africa, is not a new product globally. It rides on the bones of a 2019 release, and its tech reflects that vintage.

Yet, one cannot ignore the Puma’s curb appeal. It’s genuinely one of the best-looking compact crossovers on the market. The ST-Line Vignale treatment brings sporty bumpers, striking alloy wheels, and LED lighting that elevate its presence. It doesn’t shout for attention, but it gets noticed – often eliciting double takes from passersby who aren’t quite sure what it is, but know it looks good. In a segment where blandness often reigns, the Puma stands out by doing the opposite.

In our opinion, the Ford Puma ST-Line Vignale is a car that deserves more attention than it gets. It may lack the flashiest screen or the latest connectivity software, but it makes up for it with character, style, and agility. In a world of increasingly homogenised crossovers, the Puma remains refreshingly distinctive.

It’s an underdog worth rooting for. It’s not pretending to be a baby Everest, and that works in its favour. It appeals to those who value design, compact dimensions, and a more engaging driving experience over outright tech leadership or bakkie-based toughness.

Quick Facts:

Price: R617 500
Engine: 1.0 L, three-cylinder
Power: 92 kW @ 6 000 r/min
Torque: 170 Nm @ 1 400 – 4 500 r/min
Gears: 7-speed, Auto
Drive: FWD
Economy: 5.3 L/100 km (claimed)
Service Plan: Optional
Warranty: 4-years/120 000 km