The car was one of the first Fiesta-based concepts, the Prima was featured at the 1976 Turin Motor Show. It was a joint collaboration between Ford designers and Ghia’s coach-builders.
Prima’s concept was for interchanging roof sections that would transform the shape and functionality of the vehicle. Its character could change into a pickup, station wagon, fastback coupe or two-door notch-back. It was shown with a red exterior and beige interior.