In what seems to be a mix of strategic marketing paired with building the rapport for the upcoming new small car by Ford Motors, insiders have announced that Ford has created a movement that will give 100 specially selected people new Ford Fiestas before the vehicle launches in North America in 2010. The cars for the movement were built this week in Germany and are now on their way to the United States.
“It’s all part of a plan to build excitement and spread the word about the arrival of the new Ford Fiesta to the next generation of customers,” said Sam De La Garza, Ford’s small car marketing manager. “These 100 socially-vibrant Fiesta Movement ‘Agents’ will then relate their driving experiences through social media sites such as Facebook, FlickR and YouTube.”
Ford is aiming the Fiesta Movement at Millennials, the next-generation consumer group that will total 70 million new drivers in 2010, the largest class of any generation. Making up 28 percent of the driving age population, the potential size of the market serves as an opportunity for Ford to connect with a group that hasn’t yet established brand loyalty and is very connected to the use of technology and social networking.
(Source) Press
Tags: Ford, ford motors, new ford fiesta, new ford fiestas, Small Car
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