New Fiesta Targets Import Owners, First Time Buyers

LOS ANGELES — (WWJ) After only two years on the road, Ford has updated its Fiesta small car. The new version comes with the new Ford look, and several new choices of powertrains.

VIDEO: Jeff Gilbert looks at green vehicles at LA Auto Show

That includes a new 1.0 liter EcoBoost engine, which uses three cylinders to do the work of four. It will put out 123 horsepower, with forty miles per gallon. Ford says this vehicle puts out more power for its size than a Lamborghini Aventador.

“Fiesta is a lot more important than just sales volume,” says Ford Marketing VP Jim Farley. “It’s our number one conquest vehicle. Sixty three per cent of the people who buy Fiesta are not coming from Ford Brand.”

Farley says the small car market has grown significantly in recent years, and it’s important to buyers on the coasts, and to young buyers.

“It’s very important for us to win first time buyers, obviously,” Farley said. “Twenty-six percent of Fiesta buyers are buying their first car.”

Ford is also using the LA Auto Show to unveil a performance oriented ST version of the Fiesta. It will have 197 horsepower, and performance cues.

Ford is adding a number of options to the Fiesta lineup, including My Ford Touch and the MyKey system that allows parents to set guidelines for their young drivers.

More from Jeff Gilbert

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