Ford, which has been among the leaders in the automotive industry in emphasizing fuel economy over the past few years, is now saying that good gas mileage doesn't have to be boring.
The Blue Oval is now touting its new customization options for its Fiesta subcompact. Ford says the three new packages aim to give customers more ways to personalize their fuel sippers.
"We're trying to make fuel economy fun," said Lew Echlin, Ford's global car marketing manager, in an interview with The Beat. "This package will have the richest personalization options of any of our vehicles. We realized that we should allow more customization choices to more of our buyers."
Ford says the new packages build on the success of the current personalization choices Fiesta customers have today, with nearly 40 percent purchasing at least one accessory. More than 26,000 Ford Custom Accessories items have been purchased by Fiesta owners.
In relaunching the Fiesta last year, Ford started the Fiesta Movement, in which a group of selected drivers got to drive, and pretty much live with, a Fiesta and share their impressions with the company.
One key finding that Ford gleaned from that experiment is the level of connection people have with their subcompacts.
Fiesta drivers, Echlin said, often live out of their vehicles, so it was important to give them options that would fit their lifestyles.
“The Fiesta customer loves accessories and personalization. These packages help the customer make the car more tailored to his or her tastes,” he said.
In a news release, Ford cited a recent study by the Specialty Equipment Market Association which found that accessories drive sales, with the availability of accessories influencing more than 1 million new vehicle sales each year.
So what's in the Fiesta packages?
Ford says the new premium sport appearance package takes cues from the European Focus RS with several blacked-out components that feature Tuxedo Black paint, including:
· Side mirrors
· Grille surround
· License plate header
· Upper rear hatch spoiler
Ford also says the package also offers 16-inch polished alloy wheels along with improved performance when ordered with a manual transmission.
On the inside, Fiesta SEL and SES models feature high-contrasting interior accent colors in Oxford White or Race Red strategically placed throughout the interior of the vehicle, which Ford says reflects trends in fashion and home design.
Ford Custom Accessories gives owners additional ways to add their own flair to their Fiesta or to enhance functionality.
So while many buyers might be drawn initially to the outstanding fuel economy the Fiesta offers, they can also take heart in the notion of making it a little more reflective of their own personality and style.