The Fiesta Movement: Are You Game?

By Matt Wellumson

Neuwerks

While taking photos of the upcoming 2010 Ford Fiesta, Brian Hjelt (from Neuwerks) and I had the opportunity to talk with Chantel Lenard, who is currently Ford’s marketing manager for small and midsized cars. During the conversation we asked her a few questions about the marketing that will promote a car that previously wouldn’t be of interest to the American market.

Currently Ford is working on a program called the Fiesta Movement, with which they intend to select up to 100 “tech-savvy” enthusiasts to drive a Fiesta during a period of months prior to it’s US release. Drivers involved in this challenge will report back their experiences on social networks such as YouTube, Facebook, and Twitter. I personally am interested in this new marketing move from Ford, as I can’t honestly think of one person that has purchased a car based upon what was said or shown in normal marketing tools.

Most people I know actually get automotive advice from social media, blogs, what friends say online, or sometimes by what people they follow on Twitter or Facebook drive. For many of the Younger car buyers, social networking is the only way they share experiences, and get working advice for issues they want resolved. Ford’s Chantel Lenard said that tools like Facebook and Twitter can be seen as the modern equivalent of getting advice from a trusted neighbor over the fence.

This kind of forward thinking by Ford may be what sets them apart from the dated marketing strategies of their competitors. What’s more, Ford will actually be listening to feedback about the experiences to help better the Fiesta, and continue to advance the growing small car segment!