2011 Ford Fiesta
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DEARBORN, Mich., June 24 /PRNewswire/ --
When 2011 Ford Fiesta owners pick up their new car, they'll enjoy learning about it in a whole new way through the use of an interactive USB. Ford created the new delivery program for the Fiesta to make the initial owner experience as unique as the owners themselves, and is the first automaker to create such a program.
As part of the Ford Retail Movement, a dealer-readiness program, Ford has been working with targeted dealers, focusing on three key areas – preparing the sales force, engaging the customer, and creating a distinct new car delivery experience. The Fiesta delivery is designed to be particularly unique, since the approach is different than anything Ford has ever done before.
"Everything about the launch of the Fiesta has been different and the delivery experience is redefining how customers become acquainted with their new product," said Paul Anderson, Ford small car marketing manager. "The Fiesta movement started the engagement with consumers and the delivery process continues the dialogue. This makes owners a part of something special."
The Fiesta "unpackaging" experience is a new way for Ford and its dealers to interact with customers, and shows that Ford is trending towards a customer experience that does more than deliver a car – it brings the vehicle to life.
The experience kicks off with a short video featuring Fiesta Movement agents that is viewed on a kiosk located on the showroom floor. Following the video, consumers have their picture taken with their new ride, which is then uploaded to the Fiesta Community site.
On their way home, the owner plugs the preloaded USB into the Fiesta that "unwraps" the car and helps owners explore all the cool features in their new car, all in nineteen minutes of infotainment-type audio. Topics ranging from push button start, to the sound-deadening windshield glass are covered.
Once they get home, the USB goes into their home computer and downloads a Fiesta Community app, which is a place they can continue to engage with Ford, their dealer and other Fiesta enthusiasts. Features of the Fiesta Community app include:
"The Fiesta Movement has taught us that consumers want to continue the dialogue with Ford Motor Company and other Fiesta owners," said Anderson. "Fiesta continues to push the boundaries of how we launch products and how we interact with our customers.
"The all-new Fiesta is on sale now and featuring an expressive design, class-leading technologies and best-in-class highway fuel economy of 40 mpg. Fiesta brings efficiency and convenience together in one package.