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Ford Bets On Social Media For Fiesta
Ford is gambling on the power of social media for the new marketing campaign surrounding the Ford Fiesta subcompact. The auto giant handed over 100 new Fiestas to "agents" selected from 4,000 applicants and created YouTube, Flickr, Facebook, and Twitter accounts for them to relay their experiences. "Ford is taking a hands-off approach and telling participants not to hold back their opinions, bolstering the campaign's credibility. 'We've told them to be completely honest — that's the only way it's going to work,' Monty told us. 'We won't tell them what to say, nor will we censor or edit any of their content.' So far, it's working in Ford's favor. The tweets on the FordFiesta Twitter page are generally favorable, if a bit dry, as are the posts over at The Fiesta Movement Facebook page. None of the 80 pictures on the Fiesta Movement Flickr page show broken down cars. There are a few hundred videos on the FiestaMovement YouTube account if anyone's got a few hours to kill."
Why is Twitter suddenly such a big deal? Yesterday we hear that Oprah is starting to use Twitter, now Ford. But why?
Is Twitter really some kind of revolution, or is everyone jumping on a random bandwagon because they're afraid they'll look behind the times if they don't?
There's no -1 for "I don't get it."
We won't tell them what to say, nor will we censor or edit any of their content.
But we gave them a free car so out of a 100 people majority are probably going to feel bad about writing something negative. It could backfire badly if the car turns out to be a pos, but if the car is at least half decent this seems like a nice marketing move.
Btw, if Lamborghini ever decides to employ the same strategy let me be the first to volunteer
Negative moral value of force outweighs the positive value of good intentions.
And if there are real reasons to be sceptical, such as those as you suggest, then it'll all come out in the wash.
To me though, it just seems like one of those rare instances of a large company respecting its customer base and bravely embracing the internet - good things IMHO.
Getting large companies to get in touch with its customers like this can be really tough.. but when you think about it, and all the wasted natural resources from making crappy products.. initiatives like this should be encouraged.
Right now, I have a lot more respect for Ford than for GM or Chrysler. They are not going bankrupt, and the new Fusion Hybrid looks to actually be a decent car. But if the marketing drones an GM or Chrysler can actually locate these blogger cars and sabotage them, then Ford is going to have a Public Relations nightmare on their hands.
I've abandoned my search for truth; now I'm just looking for some useful delusions.
I'm sure these are well optioned-out and checked over before they're sent out, but modern cars almost never run into issues in the first few thousand miles anyhow -- if you want to talk build quality, you need to put 20 or 30k on the odometer.
Every year during my review, I just pray the words "slashdot.org" aren't mentioned.
The marketing may be honest, but that dosen't mean that there isn't B.S. there.
This should actually be pretty legit, I wouldn't guess that ford would hold the hands on these as they go through manufacturing. As a matter of fact Ford doesn't really have to do much of anything. The Fiesta should speak for itself and is widely regarded as being a good product. Here is a link for reference (I do not work for autoblog.com) This new Fiesta should even (hopefully) arrive on American shores. For once us Americans should have a competitive product compared to our European "friends." As a side note: it is nice to see a car that stays about the same size. It is lighter and stronger than the current Ford Fiesta, with similar dimensions.
"but money is the God of Algiers & Mahomet their prophet." - Rich. O'Bryen June 8th 1786
The problem so far with bringing in European-American cars has been the annoying desire by American auto manufacturers to "Americanize" the cars by making changes that in the end make them much less attractive. Almost invariably the nice interiors get replaced with insultingly cheap plastic, small and efficient engines get replaced with boring, me-too offerings, and turbo-diesels are dropped from the lineup.
I've been complementing Ford on their Fiesta ever since I drove it in Europe last year. Two people with considerable luggage, combined city and highway, we got 42 mpg (US) on the turbo diesel, even with my lead foot. I am 6'3", and I was quite comfortable (with an understanding that it is a small car, so no, this is not the Town Car-type of comfort). The interior was very pleasant. How much of it will make it to the US? I remain incredulous.
End anonymous moderation and posting on
News Flash: The Fiesta never went out of production in Europe, and has been constantly refined for the last three decades. In its current version, it is safer than a Volvo (thanks to Volvo technology), can come with a Mazda designed Diesel engine, and can storm a beach with the British Royal Navy. Seriously, watch the Top Gear review of the Fiesta; Ford could not buy a better review.
Of course this was back in the 80s when miles were much shorter than they are now.
Surely those 32-33 MPG you were getting translate into like, 12-13 in today's miles.
And this means the car died just after 70,000 miles.
This is why we all need to switch to modern, fuel efficient vehicles which get around 30 miles per gallon and often last past 100,000 miles.
Of course, hybrids are the greatest thing ever, and will beat even modern fuel efficient, gas-only vehicles. We're already seeing that the new Prius model will get around 40 MPG when you're carrying nothing but yourself, on a straight stretch at 35 MPH non stop. And this is for just $10k more than a regular car! And the average Prius will probably last for 300,000 miles without having problems outside of normal maintenance, like replacing the thousand dollar battery. 300k is 5 times longer than the average Prius owner will keep their cars on the road before recycling them into eco-cubes and buying the new model!
Now that's progress!
Ford will start North American sales of the new Fiesta from their upgraded factory outside Mexico City starting in January 2010. If it is a sales hit (and I expect it to fly out of dealers in no time flat), don't be surprised that by 2012 we'll see the Fiesta assembled in a USA assembly line too.
The US version of the Fiesta will sport a neat new feature: the Powershift dual-clutch transmission with six forward speeds, which offer the convenience of an automatic with the fuel economy of a manual. And given Ricardo UK's work on cleaning up diesel engines, we could see the new Fiesta offered with the Duratorq turbodiesel engine, and that could mean the Fiesta gets Prius-like fuel economy!