Ford Fiesta Lands In USA
The new Ford Fiesta arrives in USA ahead|
of a unique promotion amongst young people.
30th March, 2009
The arrival, last week, on U.S. shores of over 100 new Ford Fiestas
marks an important step in the roll-out of the first of Ford Motor Company’s new generation of global small cars.
The European-built Fiestas arrived at seaports in Baltimore (Maryland) and Oxnard (California) and will be loaned
for six months to 100 young people chosen from more than 3,300 applicants as part of the “Fiesta Movement.” Those
picked to drive the European Fiesta will share their experiences to build 'buzz' and anticipation for the vehicle’s
North American launch early next year.
The Fiesta already is a hit in Europe and Asia, where it went on sale last year and earlier this year,
respectively. The new Fiesta already is the second-best selling vehicle of any make across Ford's 19 major European
markets, and is headed for its best month yet in Europe in March. Early response from buyers in China and other
Asia-Pacific markets already is outstripping company expectations.
“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. “The Fiesta
Movement is all about introducing a new kind of small car to a new generation of buyers.”
The 100 five-door Fiestas coming to the U.S. were built at Ford’s Cologne Assembly Plant in Europe. For many U.S.
customers, it will be their first chance to see and read about the small car that is one of three finalists for the
World Car of the Year award that will be announced next month at the New York Motor Show.
“We’re really excited to be able to get our U.S. customers behind the wheel and experience this car,” said
Sam De La Garza, small car marketing manager. “It’s all part of a plan to build excitement about the new Fiesta
with the next generation of Ford customers.”
Designed and developed as Ford’s first global car, the Fiesta takes the nameplate’s three-decade heritage to a
new level with its eye-catching kinetic design, widely acclaimed driving dynamics and unexpected refinement.
Before arriving in the U.S., special permission was granted by the EPA and the European-spec vehicles were
modified for American drivers.
The language in the vehicles’ instrument panel message centre was changed from German to English and the
speedometers were changed from kilometres to miles per hour. The voice piping from the Bluetooth-enabled vehicle,
however, retains its British accent. All the Fiesta Movement vehicles feature keyless entry with push-button
start, EasyFuel™ Capless Fuel-Filler System, 16” or 17” wheels, and many other features typically found on larger
or premium vehicles.
Agents on a mission
Beginning in the late northern spring, the chosen participants, or “Fiesta Movement” agents, will be asked to
complete monthly missions in their vehicles, capture their experiences digitally and share them with Ford and
others through various networks.
Ford is aiming the Fiesta Movement at young people, the next generation consumer group born between 1979 and
1985 that will total 70 million new drivers in 2010 – the largest class of any generation. Making up 28 per cent
of the driving age population, the potential size of the market serves as an opportunity for Ford to connect
with a group that hasn’t yet established brand loyalty and is very connected to the use of technology.
Statistics show that for those born after 1980, 62 per cent of the content they consume comes from someone
they know personally. The missions will be designed based on monthly themes that will take them to new places, to
meet new people and to experience new things in their Fiesta.
Collecting data about how the car performs in the U.S. market is an integral part to the vehicle’s launch.
With this programme, Ford aims to gather valuable customer input on how they perceive the vehicle prior to the
next year’s North American launch. It’s the first opportunity Ford has ever had to get a wealth of feedback so
early on prior to launch – unique in content and unfiltered from a multitude of sources.
The movement has caught on, as more than 3,300 'agent' applications have been lodged.
In Europe, the Fiesta name has long been synonymous with outstanding performance, design and value. The new
Ford Fiesta takes that three-decade heritage to a new level with eye-catching styling and exemplary driving
dynamics for U.S. consumers.
In 2010, the Fiesta will be produced at plants in Germany, Spain, Mexico, Thailand and China for sale in
markets around the world. The Fiesta for the North American market will be built at Ford’s assembly plant in
Australia's Ford Fiesta is currently manufactured in Germany. However, once the production plant in Thailand
is manufacturing sufficient numbers of the new Fiesta, local models will be sourced from Thailand.