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Ford Says Fiesta Buyers Seek High End Options

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On: Mon, Sep 27, 2010 at 9:23AM | By: Sherry Christiansen


Ford Says Fiesta Buyers Seek High End Options

Initial sales numbers are in for this year’s Ford Fiesta, and surprisingly the data shows that a high percentage of consumers are purchasing higher-end features for the small economy car. The Fiesta has helped to boost sales for Ford Motor Company this year in an otherwise flat market, according to officials at Ford.

In fact, according to a recent Automotive News article, only approximately 7% of all Fiestas sold in the United States this year were ordered with standard features since the 2011 Fiesta was launched in June 2010. As many as 93% of the Fiestas sold included models with high end features such as satellite radio, ambient interior lighting, heated front seats, keyless acces and starting, chrome exterior trim, alarm, cruise control, aerodynamic aids, alloy wheels, heated power mirrors, or illuminated door sills.

According to Ford’s Fiesta brand manager, Sam De La Garza, the company had originally projected that sales of standard options available in the Fiesta S sedan would be around 15%. De La Garza also states that even younger first-time car buyers who purchase the Fiesta have shown that they want more expensive upgraded features.

Del La Garza reports that domestic sales of the Ford Fiesta sedans and hatchbacks came in at 7,692 units so far this year. "It was big for us to understand how we could go out and attract more millenials," said De La Garza. Millenials are consumers born from 1979 to 1994, according to Ford Motor Co.

Ford Fiesta fuel economy is rated at 40 miles per gallon; the basic Fiesta S sedan model has a base price of $13,995 which includes delivery and transport charges. The Fiesta SE sedan is priced at $14,995, and the Fiesta SEL sedan at $16,995. The SE hatchback model has a base sticker price of $15,795 and the SES hatchback has a sticker price of $17,795. Even the least expensive base model Fiestas sold included a very high rate of added high-end optional features.

Ford feels that the Fiesta will be the key to attracting new buyers to the company, particularly first-time car buyers searching for a vehicle with a lower sticker price that offers excellent fuel economy.



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