However, Ford intends to bring the Fiesta Movement in the attention of the Millennials who are considered the next-generation consumer group totaling 70 million new drivers in 2010. In fact, statistics show that for the Millennials, social media is an important part of their lives and therefore, the Internet campaign of the new Fiesta is particularly aimed at them.
"The Millennials are an emerging market force, with 11,000 reaching driving age every day Sam De La Garza, Ford's small car marketing manager. "It's the most important demographic trend since the Baby Boomers, and it represents one of the greatest opportunities for Ford."
After launching the program last month, Ford has received about 1,500 applications but only 100 American lucky motorists will have the chance to test the new Fiesta for six months and then share their opinion about the car through through social media sites such as Facebook, Flickr and YouTube before the vehicle will be launched in America in 2010.
"It's all part of a plan to build excitement and spread the word about the arrival of the new Ford Fiesta to the next generation of customers," De La Garza said. "These 100 socially-vibrant Fiesta Movement 'Agents' will then relate their driving experiences through social media sites such as Facebook, FlickR and YouTube."
Apart from sharing their driving experiences with the 2010 Ford Fiesta through Internet, the selected drivers will have to give the Detroit automaker feedback on the features and performance of the model before the launch in 2010.
The 100 chosen motorists will start testing the new Fiesta beginning with late spring and will be asked to complete different missions in the car on a monthly basis. Their experiences should be captured on camera and then shared through the Internet.
So, if you haven't yet signed up for the Fiesta Movement, you should hurry up as the deadline (March 13) is rapidly approaching.
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