Ford: Fiesta buyers are seeking high-end options

2011 Ford Fiesta Sedan SEL

FoMoCo is learning that most of the customers buying the 2011 Fiesta subcompact are buying higher-end versions of the car, which is boosting the company’s profits on sales of a low-margin segment.

Brand manager Sam De La Garza said that only about 7 percent of the Fiesta’s sales since hit dealers in June have been the base level Fiesta S. He said that Ford’s original projections were that 15 percent of buyers would go for the basic Fiesta S sedan.

De La Garza said that the trend shows that even first-time new car shoppers in their 20s want more expensive items even in the lower end segment.

Click here for our review on the 2011 Ford Fiesta.

Refresher: The 2011 Ford Fiesta is powered by a 1.6L DOHC 4-cylinder engine making 120-hp with a peak torque of 109 lb-ft. The EPA rated the 2011 Fiesta at 29/40 mpg (city/highway) when mated to a 6-speed PowerShift automatic transmission and 28/37 mpg when mated to a 5-speed manual. Pricing for the 2011 Ford Fiesta starts at $13,320.

Review: 2011 Ford Fiesta SEL Sedan:

All Photos Copyright © 2010 Omar Rana ““ egmCarTech.

– By: Omar Rana

Source: Automotive News (Subscription Required)