Ford adjusts social media campaign for redesigned Fiesta

Article by Anita Panait, on July 16, 2013

Ford is introducing a mid-cycle overhaul of its Fiesta, which is now sleeker and comes in more varieties. Just like the high-profile launch in 2010, Ford will rely on its Fiesta Movement social media campaign, which has been retooled.  The redesigned Fiesta, which has a starting price of $14,795, including shipping, is now available in Ford dealerships.

Ford will roll out the sporty Fiesta ST at the end of the summer with the 1.6-liter turbocharged EcoBoost engine. The carmaker will follow it up with a Fiesta ST version powered by the 1.0-liter three-cylinder EcoBoost. 

The outgoing Fiesta models do not feature EcoBoost engines. Scott Simmers, general manager of Palm Springs Ford in Cathedral City, and Fiesta Ford in Indio, both in California, told Automotive News that Fiesta’s new and wider lineup will boost its appeal. He said that the Fiesta accounts for 25 percent of volume at Palm Springs Ford and 28 percent at Fiesta Ford.

Simmers remarked that when 2014 models start hitting, “the only place it can go is up” due to powertrain changes, styling changes and the performance element. The Fiesta ST aims to entice performance-oriented buyers who have not been drawn to the Fiesta before, Simmers said.

According to Liz Elser, brand manager for the Fiesta and Fiesta ST, the marketing campaign for the new Fiesta will use social media more intensely than the first Fiesta Movement, adding that TV would not take up a large chunk part of the campaign, but would rely more on bloggers to link with customers via social media.

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