PARIS -- On the eve of the 2010 Paris Motor Show, Jim Farley, Ford group vice president, Marketing, Sales and Service, met with a group of reporters in the City of Light to discuss how the Ford Fiesta is delivering on the company’s global growth strategy.
Farley’s message was clear: The One Ford plan is working.
The Fiesta is the first Ford vehicle built on a global platform, and its performance around the world provides the first real indicator of the strength of the company’s global products.
“It is not enough to offer the best product for a single region. You have to offer the best product in the world,” he said. “Fiesta’s smart design and intuitive technology are highly valued in the global marketplace.”
The Fiesta is available in more than 100 markets throughout the world, and to date nearly 1 million vehicles have been sold. But as Ford Sales Analyst George Pipas points out, the number of vehicles sold is not nearly as significant as who is buying them.
“If Ford’s global growth strategy is going to work, we have to attract new buyers,” he explained. “We’re finding that the Fiesta is drawing new, younger, more affluent customers than we had with the prior model Fiesta and other Ford products.”
In Europe, Asia Pacific, Africa and the United States, for example, the new Fiesta is drawing a larger number of customers from the 29-and-under age group than the prior model.
In addition, the majority of these younger customers are buying the Fiesta with high levels of features and options.
“Consumer needs and values around the world are converging. In the past, people would buy cheap and cheerful small cars. Today, people who buy small cars are equipping them like larger, more expensive models,” said Pipas.
That translates into increased revenue for Ford and, more importantly, happy, satisfied customers across the globe.
“A consumer who loves their car – one that is really proud of their vehicle – becomes an advocate for Ford,” said Pipas. “And word of mouth provides a strong basis for growth.”
According to Pipas, the success of the global Fiesta is proof to all employees that the One Ford plan is working.
“Two key facets of the One Ford plan are accelerating the development of new products that customers want and value, and working as a team,” he said. “We leveraged all of our assets to produce the new Fiesta, consumers love it, and we did it together.”