2009 L.A. AUTO SHOW: MARK FIELDS OPENING COMMENTS

2009 L.A. AUTO SHOW: MARK FIELDS OPENING COMMENTS

2009 L.A. Auto Show
Opening Comments (as prepared)
Dec. 2, 2009

 
 
Mark Fields
President, The Americas
 
Good afternoon! Thank you for joining us. 
 
It’s great to be here to launch the all-new Ford Fiesta – a key part of Ford’s plan for growing our car business. We’ve been building on this strategy since the last L.A. Show, when we introduced the new Fusion.
 
Now, as one of the top ten best-selling vehicles in America, Fusion provides more evidence of our plan to deliver vehicles with best-in-class quality, fuel efficiency, safety and value.
 
Now with Fiesta, we’ll deliver the same strengths for small cars. 
 
The new Fiesta is already on sale in Europe and Asia and in its first year there, Fiesta sold more than 500,000 units. It’s Ford of Europe’s best-selling car. It’s Asia’s fastest-selling vehicle for us. 
 
And here in the U.S., more than 80,000 people have raised their hands and told us they want one – months ahead of Fiesta’s on-sale date next summer.
 
Today, it’s my pleasure to show you the new Fiesta for North America – and to help us do that, I want to invite a few of the agents from our Fiesta Movement to lend a hand. 
 
[AGENTS TAKE POSITIONS]
 
As you might recall, we put these 100 socially connected trendsetters behind the wheel of European-spec Fiestas and kept them busy for six full months completing missions and introducing the car to new people they met during their adventures.
 
Our agents’ efforts resulted in 1.4 million miles driven… 6 million YouTube views… 740,000 Flickr views…
and about 3.7 million Twitter impressions.  
 
And last night, the Fiesta agents helped us set another record: more than 1,149 Fiesta agents and Twitter friends joined us at the Hollywood Palladium to participate in the biggest Tweet Up ever. 
 
And today, we believe the buzz will grow even larger.
 
[REVEAL 2011 FIESTA]
 
Thanks for everything you’ve done to help spread the word about Fiesta!
 
What makes the new Ford Fiesta so unique – aside from its head-turning design? An expected class-leading 40 mpg highway fuel economy – and 15 class-exclusive premium technologies.
 
And here to tell you more about them is Fiesta Program Chief Engineer – Steve Pintar.
 
 
Steve Pintar
Fiesta Program Chief Engineer
 
Thanks, Mark. 
 
Mark pointed out just a few of the things that make Fiesta unique. Here’s one more: Fiesta gives the customer more than its competitors in either the B- or C- segments. 
 
More fuel economy, more fun-to-drive performance, more interior choices, better craftsmanship and more vivid color choices, including Lime Squeeze, Bright Magenta, Blue Flame and Red Candy.
 
 
The Fiesta design team did a masterful job of harmonizing the exterior with the boldly sculpted interior that’s nearly C-sized. Plus, Fiesta offers customers:
 
– a 1.6-liter four-cylinder engine
 
– five-speed manual transmission, or
 
– a segment-exclusive Powershift 6-speed automatic.
 
 
The Powershift transmission is truly a game-changer combining the responsive performance and fuel economy of a manual with the convenience of a traditional automatic.
 
Fiesta’s expected 40 miles per gallon on the highway makes it the fuel economy leader in both the B and C segments beating Yaris, Fit, Corolla, Civic and more!
 
 
Fiesta is also a safety leader with more than 50% high-strength steel in the body structure and a full complement of air bags including a class-exclusive driver’s knee
air bag.
 
But, it’s not one thing that makes Fiesta special. It’s a lot of things.
 
Here to round out the list is Ford Group Marketing Manager for Global Small and Medium Cars, Chantel Lenard.
 
 
 
Chantel Lenard
Group Marketing Manager, Global Small & Medium Cars
 
Thanks, Steve.
 
Fifteen class-exclusive features set Fiesta apart – like Push-button start which is a first in the segment in the U.S. Fiesta also offers an LCD display screen and a game-changing, voice-activated SYNC communications system with turn-by-turn navigation!
 
Simply put: Fiesta offers more useful and innovative features than the Japanese leaders in the next higher segment including Corolla and Civic.
 
 
Nothing about Fiesta has been “business as usual“ for Ford – and that’s true of how we’ll bring it to market too.
 
Today we are launching “Fiesta Reservations" on the Ford vehicles web site. Customers can spec out their ideal Fiesta, see the total vehicle price and get a dedicated Fiesta consultant to help with questions throughout the reservation period.
 
As a thank you for making a reservation, customers receive several benefits, including: priority delivery, SYNC with navigation and premium sound at no charge and
VIP treatment including updates on the build status on the car and continued contact until delivery of their vehicle.
 
We know circumstances change so we won’t require a deposit when the customer places a reservation and there’s no obligation to buy.
 
In the weeks ahead, we’ll have more to share on how we will continue to connect with customers including the launch of Fiesta Movement Chapter Two.
 
 
Mark Fields
 
Thanks, Chantel. 
 
Ladies and gentlemen, Fiesta is an important new opportunity for Ford.  And an all-new car for our customers. Before we wrap up check out this clip from last night’s Jimmy Kimmel show.
 
[VIDEO ROLLS] 
 
Now come on down and take a look at the cars.
 
Thanks. 
 
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