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Fiesta to encourage younger generation

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Ford is hoping to tempt younger buyers into its showrooms with the launch of the new Fiesta in April, but is faced with a juggling act in order to retain older customers.

The existing model range - to be sold alongside the new car in 3dr Flight and Freestyle form until the end of the year – has an average customer age of 47, though buyers range from 20-year-olds to those in their late 60s.

Bill Rumble, Fiesta brand manager, said: “We need to ensure the car appeals more to people in their 20s and 30s – this is the key market. But at the same time, we cannot afford to alienate our older customers.”

New Fiesta's relatively conservative design will ensure the car still appeals to older customers, but with a range of features to attract more female buyers. Women account for around 55% of small car buyers, but only 45% on current Fiesta, blamed partly on their reluctance to visit Ford showrooms.

“We may need a different way to market the car to new types of customer – many of whom are not comfortable going to dealerships,” said Mr Rumble.

“Fiesta is the mainstay of our retail proposition in the UK, so it is essential for our dealers to understand what we want with the new car and what is important to customers.

“It also represents the threshold for the Ford brand – it introduces many people to our trademarks and attributes.”

The full article appears in this week's issue of Automotive Management.

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