DETROIT -- The first time around, Ford's 2009 Fiesta Movement social media campaign gave the new Fiesta a high-profile launch the following year and broke new ground in marketing.
Now Ford is launching a midcycle makeover, a sleeker version of the Fiesta. Ford is also going back to the well with the Fiesta Movement, which it has retooled.
This time around the Fiesta will be offered in more varieties. The base model, priced at $14,795, including shipping, is arriving in dealerships now. The sporty Fiesta ST will arrive at the end of the summer with Ford's 1.6-liter turbocharged EcoBoost engine, followed by a version powered by Ford's 1.0-liter three cylinder EcoBoost. EcoBoost engines were not available on the outgoing models.
Ford has been pushing its small vehicles, such as the Fiesta, Focus and C-Max, particularly hard in California and elsewhere on the West Coast.
Scott Simmers, general manager of Palm Springs Ford in Cathedral City, Calif., and Fiesta Ford in Indio, Calif., says the new, broader lineup will boost the Fiesta's appeal. The Fiesta already accounts for 25 percent of volume at Palm Springs Ford and 28 percent at Fiesta Ford.