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From various sources:

“This is an opportunity to change the perception of the Ford brand,” Matt VanDyke, Ford’s U.S. marketing director, said today during a press conference in the company’s home city of Dearborn, Michigan. “We don’t have natural showroom traffic on small cars.”
Fiesta commercials, with the slogan “It’s a pretty big deal,” will appear in the final four episodes of American Idol in the next two weeks, reaching more than 100 million viewers, VanDyke said. Ford is spending a “substantial” amount on the Fiesta campaign, which may be similar in size to promotions for Ford’s top-selling model, the F-series truck.
“This is the biggest car launch of the year” for Ford, said VanDyke, who declined to give a specific amount. “We have very, very consistently advertised F-series and we recognize we need to begin to make the same investment in the brand for cars.”
The company's advertising campaign has been in full swing for a year online and already has paid big dividends. Ford marketing executives say 60 percent of the car-buying public already knows about the new Ford.
"It's more than five times more efficient than anything we've done before. It's something you'll see us doing with other vehicles going forward." "We have the ability to affect preconceived notions of Ford."


“It’s a very important launch for the near-term future of Ford,” John Wolkonowicz, an auto analyst at IHS Global Insight in Lexington, Massachusetts, said today in an interview. “If they can’t sell a lot of these, they’ll have to go back to the drawing board. The car has what it takes, but it remains to be seen if Americans are ready to pay more for a small car. This is a grand experiment.”


More than half of the 1,540 advance orders for the Fiesta are for the highest-priced version, which starts at $16,995, said Chantel Lenard, the car’s marketing manager. Heated leather seats, priced at $715, are the most popular option among those putting money down on the car, she said.
“This is a great demonstration of Ford’s re-entry into the car market.” The Focus and Fiesta are “going to work really well in the showroom together because they’ll both attract a new customer to Ford.”
"The Gen-Yers are on their way up and the boomers are on the way down. Many of them are past their peak earning years, and a car like this allows them to adapt to that with a wink and a nod because they can convince themselves they are buying it to be cool. It remains the core reason to buy in this segment," said Chantel Lenard.


Automakers used to focus most of their ad spending on the launch of a vehicle, with support dropping off sharply once it was established in the marketplace. Marketing expert Michael Bernacchi, a professor at the University of Detroit Mercy, refers to that as the "blast-bust" model, and said Ford deserves credit for figuring out that it is ill-suited to today's digital reality.
"The blast-bust strategy never made a great deal of sense. Ford's new strategy makes great sense, especially if you are going after younger buyers." The new ads feature scruffy twenty-somethings, music from the up-and-coming band Edward Sharpe and the Magnetic Zeros and the catchphrase "It's a pretty big deal" -- all of which are likely to resonate with a generation of consumers weaned on iPods and Harry Potter. These cultural references may mean little to baby boomers, but youth does. And Ford is convinced that will be enough to sell empty-nesters who already are downsizing their lives on its hip subcompact. Bernacchi says it makes sense.
"Boomers are Gen-Y wannabes. Boomers are never going to give up their desire for youthfulness," he said, adding that they have something else in common with millennials: socio-economic status.


The new spots pull few punches, challenging not only the Fiesta's direct competitors -- the Toyota Yaris and Honda Fit -- but even talking some smack about the BMW 3 series, which costs tens of thousands of dollars more. One tongue-in-cheek Web video pits the Fiesta against a Lamborghini.
Ford hopes the conventional ads will build on the success of its largely viral online effort.
More than 130,000 people have signed up online for more information about the Fiesta. More than 80 percent of them do not own a Ford now, and about 30 percent are under 25.
Any automaker would love to see numbers like these, but they are made more impressive by the fact that Ford -- along with the rest of Detroit -- has long lagged its foreign rivals with younger buyers.
 

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"Boomers are Gen-Y wannabes. Boomers are never going to give up their desire for youthfulness," he said, adding that they have something else in common with millennials: socio-economic status.

At 60 something that certainly describes me!
 

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There are some more quotes in the Houston paper this weekend. Chantal Leonard said she expects the Fiesta's price, size and fuel efficiency also will appeal to a wide range of customers, from urban millennials buying their first car to boomers downsizing from large, luxury sedans, SUVs and minivans. She predicts that one-quarter of Fiesta buyers in the US will have incomes of $100,000 or more, and can buy any car but choose this one.
 

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There are some more quotes in the Houston paper this weekend. Chantal Leonard said she expects the Fiesta's price, size and fuel efficiency also will appeal to a wide range of customers, from urban millennials buying their first car to boomers downsizing from large, luxury sedans, SUVs and minivans. She predicts that one-quarter of Fiesta buyers in the US will have incomes of $100,000 or more, and can buy any car but choose this one.
That's pretty impressive. That says a whole lot if someone with an income of $100k buys a Fiesta. 25% is a pretty big piece of the pie.

I think Ford can easily sell 85,000 - 100,000 Fiesta's annually here in the U.S. There will be a lot of conquest sales here. Nothing else in the B-segment even comes close to what the new Fiesta offers.
 

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I'm surprised leather seats are the number one option, I would have guessed it was the automatic. It's good that they are at the high end of the price range, Ford can make money on a little car in the U.S. If they don't make a good profit, we will be condemmed to cars like the Aveo! I'm way over the target age and income. I should be buying a Town Car!

Note to Ford, this is taking way to much time! I reserved mine in January. The "VIP" treatment was a joke. I found out when Ford started taking orders from the news. The dealer knew nothing about the resevation number.

Dan
 

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I'm surprised leather seats are the number one option, I would have guessed it was the automatic. It's good that they are at the high end of the price range, Ford can make money on a little car in the U.S. If they don't make a good profit, we will be condemmed to cars like the Aveo! I'm way over the target age and income. I should be buying a Town Car!

Note to Ford, this is taking way to much time! I reserved mine in January. The "VIP" treatment was a joke. I found out when Ford started taking orders from the news. The dealer knew nothing about the resevation number.

Dan
I'm surprised about the heated leather seats being the #1 option also. I guess that means the bulk of orders are going to the Northern half of the US or Canada.

I have to defend the reservation process though. It has been really nice not having to depend on a dealer for their usual unreliable information. Having a reservation consultant as a single contact for all my questions has been great. And I always assumed the cars would start showing up in June and that seems to be what is going to happen.
 

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I'm surprised leather seats are the number one option, I would have guessed it was the automatic. It's good that they are at the high end of the price range, Ford can make money on a little car in the U.S. If they don't make a good profit, we will be condemmed to cars like the Aveo! I'm way over the target age and income. I should be buying a Town Car!

Note to Ford, this is taking way to much time! I reserved mine in January. The "VIP" treatment was a joke. I found out when Ford started taking orders from the news. The dealer knew nothing about the resevation number.

Dan
Corvair,

Actually, the majority of those whom reserved were 36 and over. I don't have a stat for the ones whom actually ordered.

Secondly, I am sorry to hear that your dealership was not more informed on the process and such. You should have received a few emails from us keeping you up to date on the process.

Do me a favor, email me at [email protected] and let me know the dealership you were working with. I want to make sure that the dealership colpleted the necessary paperwork.

Thanks!

~Matthew
 

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I have to defend the reservation process though. It has been really nice not having to depend on a dealer for their usual unreliable information. Having a reservation consultant as a single contact for all my questions has been great. And I always assumed the cars would start showing up in June and that seems to be what is going to happen.
has your reservation consultant answered any or all of your questions?
my dealer sent me my x-plan pricing, my VIN and the info about the Fiesta USB flash drives that I'm not going to get because they ran out of them. it's not that the reservation consultant is giving me unreliable information, but I'm not getting any information :( oh well.
 

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has your reservation consultant answered any or all of your questions?
my dealer sent me my x-plan pricing, my VIN and the info about the Fiesta USB flash drives that I'm not going to get because they ran out of them. it's not that the reservation consultant is giving me unreliable information, but I'm not getting any information :( oh well.
My dealer is useless, Matt has been extremely helpful throughout the whole process, I actually rather have Matt get commission for the sale of my Fiesta rather than the dealer (who basically made a quick buck for doing nothing).
 

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Auto salespeople are not in general passionate about cars, they are passionate about sales and especially profit margin. The Fiesta is I am sure appreciated by most dealerships as far as bringing interest to the Ford brand, the reality for the salespeople is that the lack of any profit on the Fiesta is IMO one of the reasons consumers are seeing a lack of priority at the dealership level. The short term thinking of the average salesperson is a bad thing but is a reality consumers have to deal with.
Plus the average Ford dealership is so tuned into to truck sales (big profit margins) that the attitude towards low profit Fiesta sales will be quite noticeable.
 

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After a long wait, I finally got all the information from my dealer last week and it looks like my order is on track. I never got a formal "update" from the reservation center, but at this point I don't think it really matters.

As for dealer profits on the Fiesta, I think it's a big profit center for them, as they can charge full MSRP with impunity (unless they are TeamFord in Vegas). However, I think it has been a low priority up to now because it is not actually on the lot. Dealers are short sighted and prefer a sale today to a potential sale tomorrow, even if it's more lucrative.
 

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After a long wait, I finally got all the information from my dealer last week and it looks like my order is on track. I never got a formal "update" from the reservation center, but at this point I don't think it really matters.

As for dealer profits on the Fiesta, I think it's a big profit center for them, as they can charge full MSRP with impunity (unless they are TeamFord in Vegas). However, I think it has been a low priority up to now because it is not actually on the lot. Dealers are short sighted and prefer a sale today to a potential sale tomorrow, even if it's more lucrative.
My dealer is a very small one who also does boats & RVs. I live in a fairly large metro area but passed up the larger dealers to work with someone I trust. The owner of the dealership had my salesperson order 2 more Fiestas when dealers could start ordering because they know they'll be able to sell them quickly. Small town near a lake about 6 blocks from a high school.... :D
 

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There are some more quotes in the Houston paper this weekend. Chantal Leonard said she expects the Fiesta's price, size and fuel efficiency also will appeal to a wide range of customers, from urban millennials buying their first car to boomers downsizing from large, luxury sedans, SUVs and minivans. She predicts that one-quarter of Fiesta buyers in the US will have incomes of $100,000 or more, and can buy any car but choose this one.
I fit into the 1/4 of Fiesta buyers who can afford more, but would rather have the Fiesta. I spent a good deal of time looking at other cars that interest me, and none of them are exactly what I want. The Fiesta is what I want, but I just need it to get made. My wife has even talked about ditching her Escape Limited for a black Fiesta sedan.
 

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I fit into the 1/4 of Fiesta buyers who can afford more, but would rather have the Fiesta. I spent a good deal of time looking at other cars that interest me, and none of them are exactly what I want. The Fiesta is what I want, but I just need it to get made. My wife has even talked about ditching her Escape Limited for a black Fiesta sedan.
Heck, that would be really cool, Bryan. A dual Fiesta household, 1 hatchback and 1 sedan. 1 in white and 1 in black. This sounds great!
 

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As for dealer profits on the Fiesta, I think it's a big profit center for them, as they can charge full MSRP with impunity (unless they are TeamFord in Vegas). However, I think it has been a low priority up to now because it is not actually on the lot. Dealers are short sighted and prefer a sale today to a potential sale tomorrow, even if it's more lucrative.
I have zero knowledge on the USA profit margins for the Fiesta, but in Canada profit per unit is under $1,000.

I hope the sales force will see the value of this very good car and the attraction it will bring to the brand.

It is great watching from afar the buzz surrounding this Fiesta launch in North America. I look forward to seeing the Fiesta on the roads when I am in Ontario Canada this summer, it will be a great site to see.
 

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I have zero knowledge on the USA profit margins for the Fiesta, but in Canada profit per unit is under $1,000.
I can tell you that the profit is very small. You really can't mark up a car like this. However, I did hear about some dealership trying to charge something like $6,000 over invoice. :eek::eek::eek::eek::eek:

I can tell you, on my vehicle, the MSRP is 15,315, and with my A plan, it is 14,592 (Which is the dealer cost)

So, that looks about $800 bucks profit.
 

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I can tell you that the profit is very small. You really can't mark up a car like this. However, I did hear about some dealership trying to charge something like $6,000 over invoice. :eek::eek::eek::eek::eek:

I can tell you, on my vehicle, the MSRP is 15,315, and with my A plan, it is 14,592 (Which is the dealer cost)

So, that looks about $800 bucks profit.
Exactly what Fiesta model did you order, Matthew?
 

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The one dealer I went to had ordered exactly what I had wanted for their dealer stock so I've put down a deposit to hold it for me. He said it's overseas in a box waiting to be shipped. I don't know what's taking so long haha.

I asked if they had a VIN and he said the order guy would let him know the information once he gets it. I haven't even been waiting as long as the majority of fiesta buyers but I am so anxious. I am afraid everyday that something is going to go wrong with my Taurus.
 
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