The momentum for the Ford Fiesta began with over 6,000 reservations and more than 100,000 handraisers, months ahead of its launch this summer. All 50 states are represented, with interest from both Ford and non-Ford customers. In fact, 51 percent of Fiesta reservations are from non-Ford customers. The top non-Ford sources of reservations are coming from Honda, Toyota, Jeep and Saturn owners. Reservations from customers driving European and Japanese import brands outnumber reservations from customers driving other domestic brands two to one.
The Reservations program is providing Ford with a better understanding of consumer preferences. Nearly 60 percent of customers are opting for high series models, and 65 percent are choosing the five-door hatchback. Among the top three color choices are Blue Flame and Lime Squeeze.
“People saw the Fiesta come to life through the Fiesta Movement, a program where 100 young trendsetters drove a European-spec Ford Fiesta for six months, which created tremendous interest for the vehicle,” said Sam De La Garza, Fiesta brand manager.
The Fiesta Reservations program lets consumers build, price and reserve a 2011 Ford Fiesta, while giving them a VIP experience in conjunction with Ford dealers. Orders could be placed when customers with a reservation received communication from their personal Reservations consultant to assist in meeting with their dealer and place their order.
California is the leading source of reservations among those under the age of 45. Every corner of the United States is represented in the reservations bank. Top states are Michigan, California, Florida, New York, Texas, Pennsylvania and Ohio.
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