Ford believes its latest-generation Fiesta will
attract both new and existing customers. According to Autonews Europe, Ford dubs its traditional Fiesta
buyer ‘Antonella’ but like the car, she has matured, moved out of her parents’ house,
earns more money but still wants to express herself. That’s where the new
Fiesta comes in, Ford says.
The automaker believes that the more mature audience
of the Fiesta will result in an increase in average sticker prices of the
hatchback. The company therefore hopes to sell more well-equipped examples in
the premium subcompact sector.
As part of this, Ford believes the popularity of the
best-selling Fiesta Titanium will decrease slightly from 35 per cent to 43 per
cent as more customers (25 per cent) opt for the sporty ST while 10 per cent
purchase the premium Fiesta Vignale.
Beyond catering to previous Fiesta owners, Ford also
thinks it will see a greater number of people downsizing and purchasing the
Fiesta because it doesn’t compromise on technology.
