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Business

February 2, 2014

Ford grows bigger with little Fiesta

Ford Motor Co. is the pickup truck king. Its F-Series pickup truck has reigned as the most popular vehicle in the United States for 32 consecutive years. That’s right, 32 straight years as the top selling motor vehicle in the country.

But you have to leave pickups and travel to the Fiesta, all the way across the vehicle spectrum, to see how successful Ford has become today. The Ford Fiesta is a scampering, little, sub-compact car. It looks so tidy that you might think one Fiesta would fit in the bed of an F-Series pickup. (It won’t.)

The Ford Fiesta is on a tear, selling robustly and soaring in popularity past similar models from Asian brands – the brands people traditionally associate with small, economical cars. In 2013, sales of Fiestas to consumers beat all the other small cars the Fiesta competes with. Demand for the model increased by 25 percent last year over 2012.

Joseph Cullinan, sales manager at Regan Ford in Haverhill, views the Fiesta’s booming success as a sign – one of several signs – that Ford Motor Co. today is not just the pickup truck king. It’s a champ in passenger cars, too.

“The image of Ford in general is very good,” he observed. “People who are driving other makes are now looking at Ford. Younger people are looking at Ford. People who are driving other models are now looking at the Ford Fiesta.”

Youth make up a big chunk of those new Fiesta’s buyers, Cullinan noted. That’s predictable, because young drivers, still low on the earnings ladder, typically go for small, affordable numbers like this littlest Ford. The Fiesta starts at $14,895 for a sedan body style, with a trunk beneath a notch-back, or $15,395 for a hatchback version with a haul-it-all, open rear.

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