Ford of Europe’s Cologne assembly plant in Germany is playing a key role in an initiative to introduce the new Fiesta to consumers in North America, in advance of its debut next year.
As part of an extensive pre-launch awareness campaign, a specially-selected group of consumers from across the USA will have the chance to sample for themselves the outstanding performance and ownership experience of the award-winning Fiesta.
Through its “Fiesta Movement” program (www.fiestamovement.com), Ford will select 100 customers to drive the new Fiesta and then relate their experiences through social networking sites such as Facebook, FlickR and YouTube.
The 100 five-door Fiestas involved in the program have been built at the Cologne plant, alongside European versions of the car. The “Fiesta Movement” cars feature the acclaimed 1.6-litre Ti-VCT gas engine.
The new Fiesta has been in production in Cologne since August 2008.
When the new Fiesta goes on sale in North America in 2010, the cars will be built at the Cuautitlán plant in Mexico.
The “Fiesta Movement” initiative will give Ford the opportunity to learn more about consumer requirements in the expanding North American small-car segment.
“It’s one thing to talk about the vehicle, but it’s another to put people into it and let them experience it,” said Connie Fontaine, brand content and alliances manager, Ford Motor Company. “This is a way to give people an early hands-on opportunity to get excited about the Fiesta while providing valuable feedback to our engineering team.”
North American “Agents”
Beginning in late spring, the chosen consumers or “agents,” will be asked to complete monthly “missions” in their Fiestas capture their experiences digitally and share them with Ford and other consumers. The missions take them to new places, to meet new people and to experience new things in their Fiestas. Agents will be encouraged to take their friends along for the ride to share their experiences and pass their comments on to Ford.
Unlike any other pre-launch program, this one is uniquely focused on using social networking media to connect consumers in the Fiesta discussion.
“It embraces the way people communicate now, and gives them the opportunity to talk to each other about Fiesta instead of a one-way dialogue from us,” said Fontaine.
Along with the agents sharing their vehicles with their network on a day-to-day basis, consumers across the country will also get hands-on experience of the Fiesta. Test-drives – the goal being 100,000 in all – will give consumers the opportunity to drive the model in advance of the U.S. launch.
Outstanding Performance, Design and Value
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, Fiesta sales 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 was recently named Car of the Year 2009 by the authoritative What Car? magazine. In Germany, readers of Guter Rat (Good Advice) and SUPERillu presented the Fiesta ECOnetic with their renowned Auto der Vernunft 2009 trophy for value for money, economy and sustainability.
Adding further to Fiesta’s appeal, it recently received the Allergy-Tested Interior seal of approval from the Germany standards organization, TÜV Rhineland Group.
The new Fiesta is Ford Motor Company’s first truly global car. By 2010 it will be produced at plants in Germany, Spain, Mexico, Thailand and China for sale in markets around the world.