Ford Fiestas roll off the boat.
The Fiesta movement has begun. A group of 100 European-built Ford Fiestas arrived in the U.S. last week. This marks the first step in the rollout of the first of Ford's new generation of global small cars. The Fiestas were built in Ford's Cologne assembly plant in Europe.
Global success
The Fiesta is the second best selling vehicle of any make across Ford's 19 major European markets. It is also exceeding expectations in China and other Asia-Pacific markets. "In the midst of the toughest economy many of us have ever seen, the Fiesta is becoming a legitimate global success story," said Jim Farley, Ford Group Vice-President of Marketing and Communications.
Fiesta movement begins
The 100 Fiestas will be loaned to 100 young trendsetters for a period of six months. They will share their driving experiences online through social media sites such as Facebook, Flickr and You-Tube to build interest in advance of Fiesta's introduction to the American market early next year. These "Fiesta movement" agents will be asked to complete monthly "missions" in their vehicles, document their experiences and share them through the social media sites.
The agents applied online, posting short videos on YouTube explaining why they would be the best representative agents for the Fiesta Movement. Applicants from all over the country cited online followers, blogging experience and even a thirst for adventure. Many are automotive enthusiasts; all are extremely comfortable sharing their opinions online.
“Our group of agents is a broad cross section of people from across the country who are active in all areas of the social media space,” said Connie Fontaine, Ford’s brand content and alliances manager. “It’s a strong team across social networks that are geographically and occupationally diverse.”
In their marketing efforts to launch Fiesta I hope Ford doesn't overlook Boomers who are older but want a fuel-efficient ride that has a little pizzazz. Guys like me.
Fuel-efficient -- with a litle pizzaz
Modified for the U.S.
Before being shipped to the U.S., Ford needed special permission from the EPA. The cars were also modified for American drivers. The language on the instrument panel and gages was changed from German to English, and the speedometer was changed from kilometers to miles-per-hour. One thing that did not change is the voice of the Bluetooth-enabled vehicle - it will keep its British accent.
Economy, yes
With the recent spike in fuel prices still fresh in the minds of American consumers, Fiesta should get a warm reception in the U.S. by "Millennials," the next-generation consumer group born between 1979 and 1985 - a total of 70 million consumers in 2010. Ford sees Millennials as the target market for Festiva. What makes Festiva promising is the fact that it offers premium features typically found in more expensive vehicles, like keyless entry with pushbutton start, 16" or 17" wheels.
Austere economy, no
It is said Americans don't really like economy cars, and will opt for SUVs and larger vehicles unless gasoline prices once again head for the stratosphere. That's not entirely true. What Americans don't like is austere economy. Typically, that's all we've been offered. People my age (baby boomers) cringe when they think of automotive abominations we used to drive -- like the Volkswagen Beetle (I owned three of them.), Ford Pinto (I owned two of them.), Mercury Bobcat, Chevy Vega, Pontiac Astre, Ford Maverick (I owned one of them.), Chevy Citation, or Chevy Chevette.
Looks to be a winner
I've seen the Fiesta up close at Ford's World Headquarters, but I've not gotten a chance to actually sit in, or drive one. Based on what I've seen, Fiesta looks like it will be a winner. Economy, Yes. Austere economy, No.
See some home made videos on You-Tube created by owners of the original Festiva.
Learn more about Ford Motor Company at:
www.FordVehicles.com
www.ford.com
Photo: Ford Motor Company
Comments
The revived Fiesta looks very promising. Smart to go after the Fit/Yaris market. Hopefully Ford will hybridize the Fiesta and keep the hybrid Fusion warm and happy.
Drove a Fiesta to Niagara Falls for our honeymoon in 1980--another of those cars that should be on your boomer "cringe list."
Even with the sagging economy, will Americans go for another economy/sport/global car?
Ford is drowning in debt, selling off the expensive car lines, to push to the market with cheap cars, in a downward economy, people cannot afford to purchase luxury when they are loosing their homes and jobs. The Fiesta is just another campaign to put the American consumer into more debt. I would hope the American buyer, would see the entire Ford Story, mainly the safety issues that plague Ford, and the lack of Corporate responsibility. Failing to recall costs consumers and Insurance companies millions, But it also cost many their lives. Safety is a core Human need and I do not trust Ford to build safe vehicles, or there responses in critical calls and situations. They spend to much on Advertising, and Lawyers, than just making things right.
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