Three years ago, Ford Motor Co. introduced its Fiesta subcompact car to the U.S. market in an attempt to bolster its entry-level offerings and reach a younger consumer base.
And ahead of its refresh for the 2014 model year, the car, albeit with a low sales volume, has accomplished its goals.
Six in 10 Fiesta buyers are Ford first-timers; three in 10 are first-time car buyers of any auto brand. The Fiesta is Ford's third-best vehicle at luring customers from other brands. One in four are Millennials, or those born roughly between 1980 and 2000.
Ford sells nearly half of all Fiestas on the East and West coasts, regions where the automaker trails competitors. And most importantly, two in three Fiesta buyers stay with the Ford brand after their lease expires or they trade for a new car.
"Fiesta is bringing in young buyers, those new to the Ford brand, that we wouldn't be able to reach otherwise," said Erich Merkle, Ford's U.S. sales analyst, in a phone interview. "And it's also bringing in people from a different geography."