DEARBORN, Michigan — Ford kicked off its 2011 Fiesta reservations on Thursday with the debut of its Fiesta configurator. It said the Fiesta will start at $13,320 and can run as high as $20,540.
The Dearborn automaker is hoping to lure American consumers to its new small car with a special deal that offers Sync with navigation plus a premium sound system at no charge for U.S. reservations made by Web/mobile between now and April 2. The deal is not available on the Fiesta S model, it said.
The Fiesta reservation site underscores that there is "no commitment to start" the reservation process and no money down. The Fiesta is due in U.S. showrooms next summer.
Ford said it is also enlisting new Fiesta Movement "agents" to help it market the car. Agents will include 20 teams who set out to complete a "series of missions to create buzzworthy content" for the Fiesta. Video applications are being accepted now on the Fiesta Movement Web site. The first marketing wave generated more than 6 million YouTube views and 3.7 million Twitter impressions, Ford said this week.
The Fiesta is the linchpin in Ford's effort to help convert American buyers over to small cars.
Inside Line says: The big marketing push for the Fiesta has begun, but whether Americans will follow the lead of the Europeans into small cars is still a question mark. — Anita Lienert, Correspondent
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