Ford targets 100 socially – networked millennials for first drive of Ford’s new small car, Fiesta

Ford Motor Company is creating a ‘movement’ and it has its own official car.

As part of what Ford is calling the “Fiesta Movement,” 100 specially selected people will be given new Ford Fiestas before the vehicle launches in North America in 2010. The cars for the movement were built this week in Germany and are now on their way to the United States.

“It’s all part of a plan to build excitement and spread the word about the arrival of the new Ford Fiesta to the next generation of customers,” said Sam De La Garza, Ford’s small car marketing manager. “These 100 socially-vibrant Fiesta Movement ‘Agents’ will then relate their driving experiences through social media sites such as Facebook, FlickR and YouTube.”

Ford is aiming the Fiesta Movement at Millennials, the next-generation consumer group that will total 70 million new drivers in 2010 – the largest class of any generation. Making up 28 percent 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 and social networking.

“The Millennials are an emerging market force, with 11,000 reaching driving age every day,” De La Garza said. “It’s the most important demographic trend since the Baby Boomers, and it represents one of the greatest opportunities for Ford.”

“Agents” Spread the Word About Fiesta

Beginning in late spring, the chosen “agents” will be asked to complete “missions” in their Fiesta on a monthly basis and capture their experiences digitally and share them with Ford and others through their social networks. For Millennials, social media is just a part of life. In fact, statistics show that for those born after 1980, 62 percent of the content they consume comes from someone they know personally. The missions will take them to new places, to meet new people and to experience new things in their Fiesta.

Social networks are becoming an increasingly important way to talk to consumers, especially for the Millennial generation. According to statistics from a Universal McCann Comparative Study on social media trends, 45 percent of online users have started a blog, 57 percent have joined a social network and 55 percent have uploaded photos – these are all tasks that agents will be asked to complete to create a social media conversation.

“Socially vibrant campaigns are so important because of their power in delivering authentic and genuine messages across a broad spectrum of media, which only will help us deliver a more positive consumer experience when the car launches in the U.S. next year,” said De La Garza.

Most importantly, these consumers also will give Ford valuable feedback on the features and performance of the Fiesta prior to the launch in 2010. It’s the first opportunity that Ford has ever had to get a wealth of feedback so early on prior to launch – it also being unique in content as it will be unfiltered from a multitude of sources.

The movement already is catching on, with more than 1,500 “agent” applications to the website.

The application also asks applicants to submit a two to five minute video explaining why they want the opportunity to become part of the Fiesta Movement. Applications will be accepted through March 13, 2009.

About Fiesta

The initiative to introduce the new Fiesta to consumers in North America is kicking off today with the first of the 100 “Movement” vehicles coming off the assembly line at Ford of Europe’s Cologne plant in Germany.

In Europe, the Fiesta name has long been synonymous with outstanding performance, design and value. The new Fiesta takes that three-decade heritage to a new level with eye-catching styling and exemplary driving dynamics.

Since it was introduced last August, sales of the new Fiesta have totaled more than 89,000 units across the main European markets. That success continued into 2009, with January sales of more than 28,000 vehicles. The model is continuing to win awards, as well as orders. In Britain it recently was named Car of the Year 2009 by the authoritative What Car? magazine.

The Fiestas engaged in the Movement campaign are European-specification vehicles, updated for use in the U.S. The language in the message center was changed from German to English and the speedometer was changed from kilometers to miles per hour, but the voice for the Bluetooth functionality has a British accent!

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 the Cuautitlán plant in Mexico.

Related Tags
Fiesta Movement
Ford Fiesta
ford motor company

Sara Hale I'm looking for an american made car with the milage of the Prius.
5 year(s) ago via
charles marcy i have always been a general motors customer but in the new world econ. ford might be right ,a mediocre prouduct produced by some poor person without healthjcare or retirement but the truly best cars are made by companies that really take care of their workers we could build the best right here ,once we have universal healthcare we woul be competitive why do you think the jobs went to canada? you dont have to be a genius to buy a car but it helps ,i would concider finding out more about the fiesta project feel free to respond convince me to buy a ford.
5 year(s) ago via
Juston P Scott, I'm amazed that someone at Ford responds! In my opinion the new mustang is the best yet, except for 2 things, one is debatable! The engine and the lack of rear independent suspension. Suspension I know is debatable, for drag strip reasons, but have you seen how quick the corvettes can be on independent rears suspension. 2nd: I can't believe the engine choices. Camero has a 300HP V6. Ford needs to offer the new all aluminum 3.5L Eco Boost 356HP V6, NOW! PRONTO! For the V8 die-hards offer them the 5.4L, or 5.4L Blown, or the new 6.2L or 6.2L Blown! But I'm guessing for more than 80% of buyers that new V6 Eco Boost would be a joy ride. PURe pleasure, V8 Performance, V6 Economy!
5 year(s) ago via
Janet I am looking at buying a small car (80+ mile round trip to work/home) Did I miss it in the article will the Fiesta be available for purchasing in 2010? We currently have a three door 2007 Focus and I'm looking for a gas efficient four door. Something cute and sporty like the Fiesta. Ford is the only place we are shopping for cars these days.
5 year(s) ago via
Joe Crazy Question, Almost everyone I know could care less what brand it is, or where it’s from. But what people seem to be concerned with why in the world does it cost less to get something like a F150 than it does a Ranger, What happened to the small trucks or cars that the average person or student that cant afford to buy or pay for? If Ford or GM or whoever sells a new car for under 13-14K with TTAL included bet you will see a massive jump in those sales. Make something that the lower paid people can afford. If you can’t afford to buy the car to get to work, well that a rabbit hole no one is looking at unless you’re in that situation. People buy cheaper cars because that is what they can afford. Bet this wont get posted
5 year(s) ago via
Scott Monty Jason, let me know where you think Ford isn't up to par with the foreign competition. Scott Monty | Global Digital Communications | Ford Motor Company
5 year(s) ago via
Patrick Jason, if you're going to buy anyway why would ford care what you think? Never buy anything on brand alone. Brand loyalty is senseless for the consumer. Buy on quality and utility. Capitalism only works if we allow the best products to succeed. Ford is trying to reinvent itself; it that is truly the case, they will build new cars equipped for the changing world. If not, then they deserve to fall by the wayside.
5 year(s) ago via
Jason On top of it all, If all cars were still made 100% in the US, a lot of us couldn't afford to buy them because of the ridiculous labor of unions. That's why the jobs go elsewhere, like Canada and Mexico. Now, that certainly doesn't mean the "suits" at Ford do not get paid too much. In fact, they are Grossly overpaid. Who needs $20,000,000 a year when the people in Mexico who build the Focus will make $10US/hr on their best day. At the same time who needs 30 bucks an hour just to watch a machine for 8hrs a day. We need to level the playing field. I drive a 2000 Mustang and my next car will probably be another Ford. But I'll tell you what, I wish they would contact me because I am very displeased with the vehicles all American companies put out right now when compared to foreign cars. And I believe I have actual useful advice. After all, I am the guy who would buy it.
5 year(s) ago via
Paula Shirley, No offense meant, but what planet have you been living on? The auto industry is worldwide, with manufacturers of car parts globally. They may get assembled here in the good old USA, but the parts to assemble that car are not all produced in this country. I am a loyal Ford driver and advocate of the company and their vision. I currently drive a Focus and it was assembled..................guess where? MEXICO
5 year(s) ago via
Shirley Russ When I go to buy a new vehicle, to help the American economy, I want to buy a vehicle that is, for the most part, made in the USA. I could not help but notice that your factories are located OUTSIDE of the USA. Are there any factories where you are still producing vechicls that are located within our borders?
5 year(s) ago via
This discussion is missing your voice.

Your comment has been received and will be reviewed.
Thought of something else? Add another comment.
Comments are moderated in accordance with the
Ford Story Rules of Conduct.
Share the Love.
Choose the badge that speaks to you and take the first step into the amazing world of Ford Social.
Learn More >
Check out the family of badges on your dashboard.
View your Dashboard
40 and Loving It
Fiesta Celebration Biggest Tweetup Ever
Detroit 5
Fiesta Rescues Kidnapped Puppy
In Search of the Perfect Seat
Watch Ford Racings Ken Block and Tanner Foust in a Gymkhana battle in DiRT 3
Teddy Bear Smugglers
Fiesta Rescues Kidnapped Puppy
The New Ford Fiesta - Its a Pretty Big Deal
Promo Promo Promo
Register Now