- The Washington Times - Friday, February 19, 2010

DEARBORN, Mich. | Fiesta momentum continues to grow months before the car arrives in dealer showrooms this summer. The 2011 Ford Fiesta now has 6,000 reservations - half of them from non-Ford customers - and more than 100,000 showing an interest in the new fuel-efficient car.

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 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. “That interest now has translated into 6,000 reservations from interested consumers who can build and price their Fiesta.”

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 can be placed starting Monday, when customers with a reservation will receive communication from their personal Reservations consultant to assist in meeting with their dealer and place their order.

Interest for the 2011 Fiesta is stemming from both Ford and non-Ford customers alike. More than half of the reservations are coming from non-Ford owners. 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 2-to-1.

Fiesta popularity grows nationwide

With reservations coming from all 50 states, 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.

The Fiesta Movement had an impact on more than just the millions of people who tuned in to follow the agents.

“Driving around in my Fiesta made me feel like a rock star. That little green car received envious stares from strangers, accolades from friends, and occasional rounds of applause from gearheads I ran into at gas stations. I can’t think of any other car I would rather own,” said Fiesta Movement agent Bliss Dennen.

Reservations assure customized service

By reserving a Fiesta early, consumers will receive prioritized order handling, including automatic build updates, a personal Fiesta Reservations consultant and the SYNC and Premium Sound Package at no charge once their Fiesta is built. Once the vehicle purchase is completed, participants will be able to share their vehicles’ information through social media sites like Facebook.

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