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The LA Auto Show kicked off this week and Ford chose this opportune time to unveil its 2011 Ford Fiesta. This zippy little hatchback has been making a big splash in India and other markets, but has yet to break in the U.S. But Ford’s new marketing campaign – including a Web 2.0 promotion where 100 people were asked to blog and tweet their Ford Fiesta adventures – Is making a big push to appeal to Millenials.
The youthful appeal of the Ford Fiesta goes beyond the marketing, though. For one, it’s priced at an attainable $13,320 and is highly customizable with nine different paint jobs with evocative names like Lime Squeeze and Tuxedo Black. The engine in these cars seems to be strong. We get very few calls for used engines on the Fiesta. Another novel customization offered with Ford Fiestas is the choice of dozens of personalized graphics for an extra touch of personality. This feature alone may be enough of selling point for individualistic teens and twenty-somethings to choose the Ford Fiesta over another drab, conformist automobile.
Ironically, the Ford Fiesta is also being marketed at the opposite end of the demographic, too – the Baby Boomers. In addition to the busy, brightly-hued exteriors available to the younger crowd, there are some more luxury features and options. But what makes everyone happy is the top-notch fuel economy of the 2011 Ford Fiesta. With a 1.6 liter Ti-VCT Duratec I4 Ford Engine, the Ford Fiesta has a projected 30 miles per gallon in the city and 40 on the highway.
The optional PowerShift Six-Speed automatic transmission and the car’s nimble ride and handling make it fun to drive, too. The electric power-assisted steering cuts down on fuel consumption while the AdvanceTrac ECS and Hill Start Assist help the Fiesta stay confident and control in intense driving conditions. The latter feature, which is optional, hasn’t appeared in a subcompact before, and prevents the car from rolling backwards on a steep hill.
All in all, it seems like the popularity of Ford Fiesta is finally going to hit American shores. With more consumers being conscientious of fuel consumption and many tightening belts in the face of the recent economic downturn, a gas-sipping subcompact hatchback priced in the low teens just might fit the bill. While the car is admittedly not particularly well-suited as a family vehicle, the two targeted demographics – the Milllenials who aren’t yet parents and the Boomers who have recently emptied nests – the Ford Fiesta is likely to be highly appealing.
