Ford vs. Honda: Which should I buy?

I'm coming up on the end of the service life of an automobile we've been driving for the last five years or so. I've been looking at replacing it with either a Honda Fit, or the updated Ford Fiesta. Any input folks feel inclined to share regarding either of these cars is appreciated.

As an aside, I've been considering whether a hybrid, or even a full electric might finally be an acceptable alternative. Being the price sensitive type, I refuse to pay a premium for trading performance in exchange for economy. So, any input from value shoppers is greatly appreciated. (Clarification: "value", not "cheap" ...for example, I'm still replacing items purchased from walmart which have failed long before their service life should have been up.)