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Ford Resumes Shipment of Fiestas

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On: Fri, Aug 27, 2010 at 10:39AM | By: Sherry Christiansen


Ford Resumes Shipment of Fiestas

Although all signs point to the fact that the Ford Fiesta is a hit; it’s difficult to understand exactly what is going on in the market as Ford has recently halted shipments of the compact car on several different occasions, including the latest delay resulting from a quality problem with a single part that had to be replaced before thousands of Fiestas could be shipped to customers.

A spokesperson for Ford Motor Corporation has stated that approximately 2,300 Fiestas were checked and only around 12 actually had a problem. The additional checks slowed delivery by an extra 3-4 weeks. Ford refused to report exactly what the problem was, but according to an undisclosed spokesperson there was an issue with the seat adjustment lever.

The Fiesta was part of a new initiative on Ford’s behalf, aimed at targeting younger consumers in the car buying market through social media, similar to what Toyota has done with the Scion brand.  

According to Mark Fields of Ford Motor Co.: "The reception by consumers has really been encouraging."  Ford reported North American sales have reached 4.400 from the launch of the Fiesta in May of this year.

Earlier in the year railways damaged by storms in Mexico, where the Fiesta is assembled, caused similar delays that resulted in Ford issuing a $50 gift card to its customers who were inconvenienced by late delivery of their new Fiestas.

According to Ford President of the Americas Mark Fields, the shipment of the 2010 Fiestas has now resumed for delivery to U.S. dealers: "In our normal approach, which is to make sure that we have really robust processes and normal quality operating procedure at the plant, we did find a part quality issue. We've addressed it."

Field reports that Ford has been addressing the problem with delayed shipments ”slowly but surely,” and he blames most of the problems on the storms in Mexico.
"The great news is that we have a product that is in really high demand," Fields said in an interview with reporters; he also reported that sales for the light vehicle market in the United States was expected to be 11-12 million per year, projected into a future market that, in his opinion, will be unencumbered by another recession.


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