ASEAN Debut for the 2010 Ford Fiesta

Ford Thailand will reveal the new Ford Fiesta to the Association of Southeast Asian Nations (ASEAN)at the Thailand International Motor Expo 2009 from December 2-13, the company announced today. By introducing this model to the company’s product portfolio in ASEAN, Ford is hoping to increase market share in the region.

“Style-aware consumers will appreciate the uniqueness of this car to express their individuality, style and aspirations,” said Dave Alden, president, Ford ASEAN, in a statement for the press. ''New Fiesta will write the next chapter in our small car success story and build on the widespread appeal of the Ford brand in Thailand and other ASEAN markets. It will strengthen our showrooms and introduce Ford dealers to an important new customer segment.''

The new Fiesta will be produced at Ford's AutoAlliance Thailand (AAT) plant in Rayong, and will arrive in dealerships throughout ASEAN in 2010. Ford Thailand was established in 1960 and was initially a joint venture between Anglo-Thai Motors and Ford UK. After ceasing operations in 1976, it re-entered the Thai market in 1995 with the help of Auto Alliance located in Rayong.

Auto Alliance is owned jointly by Ford (48 percent) Mazda (45 percent), KPN (2 percent) and SMC (5 percent). The facility represents a $500 million investment and produces Ford Ranger pick-up trucks and Mazda Fighter B-series.

The ASEAN reveal runs parallel to the North American launch of new Fiesta at the L.A. Auto Show, scheduled to take place on December 2-13.