That's called tramlining, a common complaint on cars with wide low profile tyres.
It's made worse on the Fiesta because the car is narrower than say a Focus so it gets stuck in the ruts in the road caused by lorries, buses etc.
It is exagerated further on the Fiesta because the track of the front wheels is wider than the track of the rear wheels.
Make sure your tracking is always kept spot on, avoid going over speed bumps on the wrong angle,try to put just one side of the car over them at a time and keep your tyre pressures correct.
I have found that the front tyres loose pressure very quickly.
32psi (2.2 bar) front
29psi (2.0 bar) rear
