No, this has nothing to do with your toilet habits on Seis de Mayo. Get your mind out of the gutter. (Though I’ll admit that’s where mine resides about 85 percent of the time.)
You see, everyone, while Ford may simply be seen as Those Guys Who Make Your Mom’s SUV here in the States, elsewhere in the world, they actually make some pretty sweet cars. In Europe and Asia, Fords are well-made, popular vehicles that proudly stand up to any Honda, Toyota, BMW or Mercedes in their price bracket.
Here, however…well, the best news to come out of Ford in the last few year is that their finances are just good enough and their sales just high enough to avoid a government bailout. Which is sort of like bragging that your pay was cut to minimum wage instead of going on welfare – sure, it’s better, but when the guy next to you is still making most of what he used to, you kinda look like you’re clinging to some pretty thin straws.
So what’s the obvious thing to do? Try and rub some of that high-quality European image off on your American product, of course. Beer companies have been doing it for years, and isn’t that who car companies should be associating themselves with?
In Ford’s case, this means bringing over one of their most popular European cars, the Fiesta. (It was Europe’s best-selling car in March, and anything popular in Europe must be popular here!) It’s a small hatchback, around the size of a Honda Fit, and like the Honda (and unlike most of Ford’s U.S. lineup), it’s proven surprisingly fun to drive. Power isn’t great – U.S. specifications haven’t been released yet, but expect around 120 horses – but it should be fine for day-to-day driving, and the suspension keeps its European tuning (read: fun). Plus, an estimated fuel economy of high 30s/low 40s will make the Obama administration happy (and allow Ford to keep making Mustang GTs).
The Fiesta will be showing up in U.S. showrooms in summer 2010 if all goes according to plan. (This probably means we’ll see it sometime around the next presidential election, but we can hope.) However, not content to twiddle their thumbs and watch America’s youth snatch up Fits and Scions in the meantime, the marketing gurus at Ford decided to raise awareness of their new car by putting 100 of them in the hands of their target audience – young, trendsetting people like you – and having them fulfill “missions” and post online about their experiences.
Does this mean there’s Twitter involved? How did you guess?
Yes, the world’s most idiotic fastest-rising social medium plays a key role in the Ford Fiesta Movement. The “agents” frequently post on their own Twitter accounts, being sure to throw in the requisite “#fiestamovement” tag – so everyone knows they’re not part of an unauthorized Fiesta movement. (That one is sponsored by GM, and does involve what you do on the toilet.) Luckily, you don’t need to go to Twitter to follow their feeds – you can catch all the Fiesta fever on the movement’s homepage, letting you sample such brilliant observations as, “Utah!” and “I peed on a mountain!” (Those courtesy of @BrooklynHilary and @supricky06, respectively.)
The “missions” vary from month to month; this month’s theme is travel (way to stretch there, Ford – what do you expect people to do with cars?) and the missions range from cliche to corny to cool. “Take a road trip with three of your friends” is pretty trite, and “Have a party in your car” sounds like a dare in Truth Or Dare Jenga – but “Go to farmers (sic) market, visit one of the stands’ farms, and milk an animal” takes some serious guts. (Note: they don’t specify whether it has to be a farm animal.)
I stumbled upon one of the Fiestas two blocks from CCO’s East Village offices here in NYC yesterday, so these people are really out there. (If you happened to be the driver of the maroon Fiesta parked on 5th Street between 1st and 2nd avenues on May 19th, shoot us an email at firstname.lastname@example.org, or tweet us @collegecars.) They’ll also be holding ride and drive events across the country throughout the summer, which you can find out about via the program’s website.
Personally, I hope the Fiesta finds healthy sales here in the States. If it does, it will hopefully convince other automakers to send us their affordable Euro-candy (Damn it, Volkswagen, I want a Scirocco!). If you happen to be part of the Fiesta Movement, score a drive in one, or even just see one on the streets here in the U.S., let us know. We’ll keep trying to score a drive in one so we can let you know what we think of the car firsthand.