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Feb
09

Are You Cool Enough to Drive a Ford Fiesta?

By Keith Barry EmailFebruary 23, 2009 | 4:55:41 PMCategories: Ads & Marketing  

Fiestamovement_03
Ford is soliciting applications for brand ambassadors who think they’re cool enough to be seen in the 2010 Ford Fiesta. That’s right, hombre. This Fiesta is invitation only.

Of course, the most recent incarnation of the subcompact isn’t your weird cousin Lester’s Ford Fiesta. The 2010 model (which Europeans have been able to buy since late 2008) won more international acclaim than Slumdog Millionaire and just may be the Little Car that Could for Ford. The Fiesta already has some significant buzz in the automotive press, but Ford thinks regular folks should hear about it too. That’s why they’ve started the Fiesta Movement a group of 100 drivers who get the chance to drive and promote a German-built Fiesta before it’s official US debut. Applicants must have “a strong presence on the web, an ability to craft a compelling story through video, and a hunger for adventure.”

On a side note, we bet poor Lester didn’t even drive a Fiesta. Close your eyes and picture it: toothpaste green and looks like a Subaru Justy, right? Wrong-o, muchacho. That deathtrap was the Festiva, and it really was a piece of crap. Get your Spanglish right before you start hating on a hatchback.

Brand agents will be responsible for following missions that, according to Ford, will “take them to new places, to meet new people and to experience new things in their Fiesta,” all of which will be broadcast on the internet. (It’s a subcompact, so get your mind out of the gutter). In addition to the social marketing experiment, Ford will provide over 100,000 pre-launch test drives to interested consumers. “It’s one thing to talk about the vehicle, but it’s another to put people into it and let them experience it,” Ford’s brand content manager Connie Fontaine said in a statement.

Along with the added publicity, the Fiesta Movement is also a soft launch for a car whose arrival on US soil has been eagerly anticipated. “This is a way to give people an early hands-on opportunity to get excited about the Fiesta while providing valuable feedback to our engineering team,” Fontaine said.

The first hundred cars will be built at Ford’s plant in Cologne, Germany, which has been churning out European Fiestas since last August. Future US models will be built in Cuautitlán, Mexico. The testers will all feature the 1.6-liter Ti-VCT (Twin Intake Variable Cam Timing) gas engine, about which What Car? magazine says is “decently torquey when accelerating gently and cruising, but [it] loves to be revved.” Sadly, the ECOnetic isn’t making it stateside.

Photo courtesy Ford Motor Company

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