Ford Hoping To Attract New And Existing Buyers With Latest Fiesta

Ford believes its latest-generation Fiesta will attract both new and existing customers.

According to Autonews Europe, Ford dubs its traditional Fiesta buyer ‘Antonella’ but like the car, she has matured, moved out of her parents’ house, earns more money but still wants to express herself. That’s where the new Fiesta comes in, Ford says.

The automaker believes that the more mature audience of the Fiesta will result in an increase in average sticker prices of the hatchback. The company therefore hopes to sell more well-equipped examples in the premium subcompact sector.

As part of this, Ford believes the popularity of the best-selling Fiesta Titanium will decrease slightly from 35 per cent to 43 per cent as more customers (25 per cent) opt for the sporty ST while 10 per cent purchase the premium Fiesta Vignale.

Beyond catering to previous Fiesta owners, Ford also thinks it will see a greater number of people downsizing and purchasing the Fiesta because it doesn’t compromise on technology.