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TheStreet Open House

Technology Helps Fiesta Outsell Competitive Subcompacts As Ford Sees Fastest Share Growth Among Millennials

Stock quotes in this article: F

"Fiesta started the momentum we are seeing across our car and crossover lineups, which is helping us attract younger buyers and grow in coastal markets where the imports long have dominated," says Amy Marentic, marketing manager, large cars and crossovers. "We are adding the EcoBoost engine and MyFord Touch to the new Fiesta because we have younger buyers switching to us for unique features such as SYNC that cannot be found on other small cars."

The data indicate Ford brand retail share increased with these buyers 3.1 points, from 9.4 percent to 12.5 percent during that time – more than any brand in America. This growth is led by Ford vehicles such as Fiesta, Focus, C-MAX, Escape, Fusion and Explorer – which combined account for nearly 70 percent of the increase.

The new Fiesta features MyFord Touch ® driver connect technology, and later this year will offer Ford's acclaimed 1.0-liter EcoBoost ® engine. Fiesta also offers a rear view camera, leather seats and sunroof – features not available on Toyota Yaris or Scion iQ or xD. Fiesta SE with Super Fuel Economy package is EPA-rated at 41 mpg highway, the only subcompact to achieve more than 40 mpg.

These types of innovations are helping Fiesta draw a younger audience of 46 percent gen Y and gen X buyers compared to Toyota and Scion's 36 percent subcompact average, according to internal Ford data. Ford SYNC ®, Fiesta's voice-activated technology, is cited as an important purchase reason by 54 percent of buyers compared to Toyota's 37 percent average.

The subcompact B-segment is a key market for cultivating loyalty, and is the fastest-growing non-premium segment in the United States. Nearly one-third of Fiesta customers are first-time buyers, and 67 percent choose another Ford when it comes time to trade in.

Fiesta is a top Ford vehicle for bringing in buyers on the coasts, with 45 percent of its customers on the east or west coast, compared to the company's 38 percent average across the lineup.

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