Ford's global car, the Fiesta, was today launched in China with an official introduction taking place on the southern resort island of Hainan.
China is the world's first market to introduce the four-door Fiesta sedan which is built at the state-of-the-art Changan Ford-Mazda Automobile Company manufacturing facility in Nanjing alongside the five-door hatch.
Pre-sale demand for the Fiesta has surpassed expectation with several thousand Chinese consumers placing orders months in advance of the official launch.
“The new Fiesta is proving that if you make a great car, it will connect with customers around the world,” said Jim Farley, Ford’s group vice president for Marketing and Communications. “This car is raising the bar for what people can expect from Ford’s new line of dynamic, global products.”
Designed and developed in Europe, the Chinese market variant has been customised to suit Chinese consumer tastes and requirements. Production of the new Fiesta for China began at the Nanjing plant on January 15.
“The introduction of new Ford Fiesta proves again Ford Motor Company’s long-term commitment to China,” said Robert Graziano, president and CEO, Ford Motor China. “The Ford Fiesta for China benefits directly from Ford’s global expertise in small car design and engineering, and recognizes the needs of local market consumers with unique features that are specially tailored for China.”
Indeed, the new Fiesta sedan was initially designed specifically with Chinese consumers in mind and has already won acclaim in the Chinese press with Fortune China naming the new Fiesta as the “Most Successful Design of 2008”.
“Launching the new Fiesta in China as the first market in Asia indicates the significance of China in Ford's global strategy,” said John Parker, executive vice president, Asia Pacific and Africa, Ford Motor Company. “Our new Fiesta is the right vehicle for consumers wanting an advanced small car with bold, dynamic design and features providing class-leading safety and excellent fuel efficiency.”