Last night, at the Palladium in Hollywood, Ford celebrated the completion of its Fiesta Movement. The Movement was a clever program whereby the carmaker loaned out 100 of its new Fiestas to 100 people for six months to generate a buzz about the Fit fighter and get feedback. Each month, the driver, or "agent", had to go on a themed mission and make a YouTube video of it. They also spread the Fiesta gospel by Twittering.
Awards (in the form of a trophy fashioned from a Fiesta's sideview mirror) were given out for things like best video and best Technology Mission. In the latter, the agent drove to the set of "Will it Blend?" a comical internet site where the hosts toss all manner of objects into a blender. Our Fiesta Agent dropped a hunk of Boron steel (which the Fiesta uses in its construction) to see if it would blend. And nope, the tough material didn't give in.
On a more serious note, I asked some of the Agents what they liked about the Fiesta, and what could use improvement.
What they liked:
-- Push button start. A rare feature in this segment. One agent said she liked that "I never had to take the keys out of my purse."
-- Handling. Even a Cooper S owner was impressed, saying "the Fiesta's pretty comparable everywhere except for power" (it was the turbocharged Cooper S, after all). High praise indeed, considering the Cooper handles like a go-kart.
-- Comfort. One agent did a 1,000-mile day and raved about the supportive seats. Also the massive headroom was noted, as one girl related that "my 6-foot-5 husband had enough space."
-- Quality. From the Cooper S owner, who years ago got soured on small American cars thanks to his brief ownership of a '91 Chevy Cavalier. "I was adamantly opposed to U.S.-built cars before I set foot in this thing." Gee, I wonder why. "But was really surprised by the Fiesta."
What could use improvement:
-- The rear seats don't fold totally flat. A first-gen Focus owner (ZX3 hatchback) pointed out this out, and also told me that although the smaller Fiesta gave up cargo space to her 2003 Focus, the Fiesta had a lot more people space.
-- The seat recline mechanism is a knob that's a bit awkward to reach and twist until you get the amount of recline you want, versus the more traditional lever that you just pull up and the lean back to get the desired rake.
We should say that the cars used in this program were European versions, but mechanically they will be the same, and as far as we can tell, the only other differences for the U.S. market cars (such as the one pictured here) will be minor visual tweaks (such as different grilles/front fascias) and a sedan body style in addition to the four-door hatchback seen here.
We'll have more about the new Fiesta with our forthcoming L.A. Auto Show coverage on Edmunds Daily.
John DiPietro, Automotive Editor
By vvk
on December 2, 2009
10:56 AM
"-- The rear seats don't fold totally flat. A first-gen Focus owner (ZX3 hatchback) pointed out this out, and also told me that although the smaller Fiesta gave up cargo space to her 2003 Focus, the Fiesta had a lot more people space."
And for this reason, as much as I hate to say it, sedan version of Fiesta makes more sense. If one wants a roomy, practical, inexpensive, safe and fun to drive hatchback, Honda Fit OWNS this segment.
"-- The seat recline mechanism is a knob that's a bit awkward to reach and twist until you get the amount of recline you want, versus the more traditional lever that you just pull up and the lean back to get the desired rake."
American auto journalists always complain about this, while European auto journalists always complain about "imprecise" level incline adjusters. I myself like to have precise control over seat back angle, so a rotary knob is a big plus in my book.
By guy1974
on December 3, 2009
09:58 AM
The Fit does NOT own the segment. In Europe, where they know a thing or two about compact cars, the Fiesta has been a huge success. The Fit (and Yaris) are nowhere in sales by comparison.
I would hardly write of the hatchback because the seats are not completely flat! A small thing and it depends on whether you are one of those people who fold both seats down regularly.
Lets not slip into bashing a great car just because it is American.
By firstwagon
on December 4, 2009
11:30 AM
"Lets not slip into bashing a great car just because it is American."
Other then the name "Ford", how is it American?
"The Fit does NOT own the segment"
The Jazz (Fit) has been a big seller in Europe for a long time and is considered by many to be the standard in it class in terms of room, fun to drive and reliablity. Cars like the Fiesta (and the Fiat 500 and Mini) are considered cooler though and are more popular with the younger crowd now. Hard to define what "OWN" means but I would say the Jazz still owns it in Europe (and now NA).
By mozzz77788
on December 10, 2009
10:24 PM
Fit/Jazz FTW! Good to see the Fiesta grow out of "loser car" status in America though