The Ford Fiesta has been selling exceptionally well in the Small car segment, beating key competitors like the Toyota Yaris and Nissan Versa. Last May, 7,120 Fiestas were sold, outselling the Versa’s 4,793 units in the same month.
The success of the Fiesta has been attributed to skyrocketing fuel prices as well as the shortage of Japanese vehicles as a result of the March 11 earthquake.
Within the small car segment, the Fiesta commanded 4.6% of sales in June 2010 when first launched in the U.S. Last April, the Fiesta held 29.1% of sales, according to Ward’s data.
“Fiesta customers are up to three times more likely to buy for style and innovation in this segment,” explained Ken Czubay, vice president- U.S marketing, sales, and service. He also said that eighteen percent of Fiesta buyers are purchasing for the first time, and the average age of the customer is younger than two other well-known nameplates in the small car segment.
George Pipas, Ford’s top U.S sales analyst, said Ford has received increased consideration from small-car buyers over the past year.
[Source: Ward's Auto]