Fuel economy and low van insurance premiums may be key to the success of Ford's new Fiesta Van, which is now on sale at a whisker over £9,000.
Rock-bottom running costs - 67mpg, van insurance groups 1E and 2E - and a choice of engines and trim are cited as reasons to label this a new market leader.
Said Steve Kimber, Ford's commercial vehicles director: "Fiesta Van is a main player in the car-derived van market, with around 25% of all sales.
"We expect to build on this, as more and more of today's businesses look to keep their costs under control.
"The van model was an integral part of the new Fiesta product plan and its superior quality really shows.
"Being competitive has never been more relevant and that's why Fiesta Van, with the range-topping SportVan, is a great addition to our 2009 line-up."
It is available in three versions: Fiesta Van, the new Trend and SportVan. Prices start at £9,025 for the 1.25 Duratec petrol to £10,780 for the SportVan 1.6 TDCi with diesel particulate filter.