DEARBORN -- The small car style Ford Fiesta delivers is expanding for 2012 with three new packages to give customers even more options for personalizing.
The new packages build on the success of the current personalization choices Fiesta customers enjoy today, with nearly 40 percent purchasing at least one accessory. To date, more than 26,000 Ford Custom Accessories items have been purchased by Fiesta owners.
“The Fiesta customer loves accessories and personalization. These packages extend the desire the customer has to make the car more tailored to his or her own personal tastes,” said Lew Echlin, Global Car marketing manager. “Personalization has been key since the Fiesta launched, and with the new packages we’re featuring the latest design trends so customers can do even more with their car.”
A recent study by the Specialty Equipment Market Association (SEMA) found that accessories drive sales, with the availability of accessories influencing more than 1 million new vehicle sales each year.
“The appeal of accessories reflects on other trends in society, including the desire to personalize phones, computers and clothing,” said Sheryl Connelly, manager of Ford Global Trends and Futuring. “People don’t customize to stand out from the crowd; they do it to create a more meaningful connection.”
The new premium sport appearance package takes cues from the European Focus RS with several blacked-out components that feature Tuxedo Black paint, including:
- Side mirrors
- Grille surround
- License plate header
- Upper rear hatch spoiler
“The black trim pieces are the perfect way to complement the exterior of Fiesta and give it a completely unique look that our customers are looking for,” said Richard Anderson, planning manager, Ford Vehicle Personalization. “Fiestas outfitted with this package will give off a race-like, sporty feel that’s unique to this vehicle.”
The package also offers 16-inch polished alloy wheels along with improved performance when ordered with a manual transmission. The package delivers improved performance through a shorter final drive ratio of 4.25 versus the base model at 4.07.
The new premium interior packages for the 2012 Fiesta draw inspiration from the runway. Available on high-level Fiesta SEL and SES models, the packages feature high-contrasting interior accent colors in Oxford White or Race Red that are strategically placed throughout the interior of the vehicle, similarities that can be seen in the latest collections in fashion and home design.
“The inspiration for this package is mainly a result of the trends we’re seeing in fashion,” explained Mark Conforzi, chief designer, Ford Vehicle Personalization. “Designers like Stella McCartney use bold, contrasting color similar to these interior packages, adding a one-of-a-kind design that looks amazing.”
The contrast color is used on the center stack bezel, door panels and vent trim rings. The two-tone leather-wrapped steering wheel also offers a color-matched insert with contrast stitching, while the shift knob comes in black leather for even greater distinction.
The theme also carries through to the seats, where contrast-color leather seat cushions and seatback surfaces with perforated inserts are used. Contrast-color seams are applied in the bolsters, head restraints and seat surfaces. The seats also feature a debossed “Fiesta” logo and black leather bolsters.
There are plenty of options for customers looking to personalize their Fiesta in other ways as well. Ford Custom Accessories offers almost anything an owner would need to put a creative touch on Fiesta or give the car even more functionality. If an owner is looking to light up the interior, for example, there are several choices. An illuminated gear indicator shift knob comes with a digital gear display, while illuminated door sill plates add special effects with an LED Fiesta logo.
There’s also an interior light kit that includes one LED-generated light in the cupholder area and a light bar in the footwells. Owners can set a mood with their choice of seven colors that create the perfect ambience.
A rear roof spoiler exclusive to the hatchback is a chiseled head-turner that can be painted to match one’s Fiesta color, or painted in a contrasting color for even more flair. A four-piece, race-inspired body kit comes with a sculpted front air dam, side skirts and sleek rear valance.
Introduced for the first time in North America last year, a unique body-side tattoo graphic for Fiesta is being offered. Guaranteed to get looks, this striking tattoo, available in black or silver, spells out “Fiesta” on the side panel. It’s made of heavy-duty, weather-resistant vinyl and is precision-cut to fit the car’s curves.
Another option features Ford Custom Graphics by Original Wraps, which lets customers choose the size and design of several body-side and hood graphics or racing stripes from a portfolio of images. More than 22 designs are available in several different colors, and include a cityscape, bubbles, flames and even ninja blades. Check out the graphics at www.fordcustomgraphics.
Nearly a year after Fiesta’s North American introduction, the Fiesta accessory offerings continue to be well received. While some customers prefer appearance items, others are all about functionality. To date, the most popular accessories are custom manual transmission shift knobs, the Euro-style upper rear hatch spoiler and the Fiesta tattoo graphic.
Additionally, 10 percent of all manual-transmission Fiestas are ordered with the Illuminated Interior Accessory Package and Metallic Interior Accessory Package.