Even though the 2013 Ford Fiesta is not as strong in overall sales as Ford first thought it would be when it arrived on our shores a few years ago, the tiny subcompact is succeeding in bringing in new customers for the company which should please the company as it fights for a sizable slice of the subcompact car market.
While only 57,000 Fiestas were sold in the United States last year( which is modest when compared to the 81,000 sales created by its rival the Chevrolet Sonic), nearly 60 percent of those buyers were new to the Ford brand which not only makes up for the lackluster sales numbers, but is also a tremendous achievement for the company. Especially since a quarter of those new customers are sticking with the brand, and chose to replace their Fiestas with another Ford product when it came time to trade in for a newer vehicle.
Erich Meckle, Ford’s U.S sales analyst elaborated further in a statement to the Detroit News saying “Fiesta is bringing in young buyers, those new to the Ford brand, that we wouldn’t be able to reach otherwise, And it’s also bringing in people from a different geography.” The company’s own internal records appear to show that Fiesta buyers prominently traded up to the larger Ford Escape crossover with the Focus and Fusion models rounding out the top three, a solid showing for Ford.
As for the fore-mentioned sales numbers, Ford is aiming to increase them in the near future with the arrival of a new fuel efficient variant powered by the brands new 1.0 liter three cylinder engine as well as the debut of the performance oriented ST model, which should please enthusiasts looking for more fun from their Fiesta purchase especially in spirited driving. We here at Techshake look forward to perhaps sampling both the ST and the three cylinder model on our favorite back roads sometime in the near future. (For a quick drive of a Euro-spec Fiesta ST, go to our SMMT Test Day Part I piece published earlier this week).