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Fiesta Movement flawless, but moving Fiesta to stores no fun

Ford Motor co. started building the new Fiesta subcompact in mid-May, and almost from the start it has hit a few speed bumps on the road to delivery.

First, there's the long commute and complicated logistics. It takes nearly two weeks to transport the Fiesta from Ford's plant in Mexico, where the car is built, to the United States. A transport from a U.S. plant to a U.S. dealership typically takes a few days.

Next there were the storms. Mother Nature wiped out the key railroad lines in Mexico that Ford used to transport the Fiestas. That meant a delay in delivery while Ford rerouted shipments.

Finally there was a temporary stop-shipment last week because of a faulty part. Sources told Reuters it was a seat lever, but Ford isn't talking.

None of that is Ford's fault per se. For the most part, it's a victim of circumstances and bad luck.

But Ford's marketing of the Fiesta has been creative. Some have called it flawless.

It would be a shame for that kind of marketing to be tarnished if customers can't get the cars after so much hype.

The Fiesta Movement campaign made the car relevant among 20-somethings. Fiesta's Facebook page has attracted consumers eager to get their hands on one. But some of those folks have expressed frustration and impatience at the long wait.

Ford is getting the Fiesta moving to U.S. dealerships again.

It's important from here out that delivery be as flawless as the marketing has been. c

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