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Fueled by the Fiesta, Ford Makes Big Gains Among Millennials

Last updated Friday, August 30, 2013 11:00 ET

Auto Brand Attracts Fastest Retail-Share Growth in Key Demographic

Londonderry, 08/30/2013 / SubmitMyPR /

As the youngest generation of drivers on the road, millennials are currently forming brand allegiances that could impact vehicle sales for decades to come. Fueled by its Ford Fiesta subcompact, Ford has gained the most traction in that crucial demographic during the past four years, besting all auto brands in retail-share growth among buyers 18 to 34 years old.

Polk retail-registration data shows that Ford increased its share of the millennial market by 80 percent from the first half of 2009 to the first half of 2013, far outpacing the industry average of 35 percent. The Ford Fiesta has been the brand's biggest asset in winning over younger drivers, with 46 percent of the model's buyers coming from Generation Y or Generation X. By comparison, Toyota and Scion's three subcompact models are drawing just 36 percent of their buyers from the same generations, and the Fiesta outsold all of those vehicles combined in the first half of this year.

"The Fiesta attracts young drivers with its affordability and fuel efficiency, but the car's technology might be even more important because it fulfills the desire of millennials to stay connected out on the road," said Jim McGovern, general manager of Ford of Londonderry, a New Hampshire Ford dealer near Manchester. "More than half of all Fiesta buyers cite the voice-activated Ford SYNC feature as an important factor in their purchase, and they can now opt for the more comprehensive SYNC with MyFord Touch technology for the 2014 model year."

Allowing drivers to initiate hands-free phone calls, receive audible text messages and stream Pandora Internet radio, the optional SYNC with MyFord Touch infotainment system in the 2014 Ford Fiesta features enhanced voice commands and a 6.5-inch touchscreen. Advanced technology also extends to the subcompact's drivetrain, as the Fiesta SE with the Super Fuel Economy package incorporates a new dual-clutch PowerShift automatic transmission and aerodynamic parts to return a class-leading 41 mpg on the highway.

The 2014 Ford Fiesta should extend its fuel-economy lead further when it receives a new 1.0-liter EcoBoost three-cylinder engine as an option later this year. In the meantime, the new performance-focused Fiesta ST is about to roll out to dealerships with a 1.6-liter EcoBoost four-cylinder producing 197 horsepower. That impressive output will be complemented by aggressive touches inside and out, including a unique black-mesh grille, a high-mounted body-color rear spoiler and optional RECARO bolstered sports seats in Molten Orange or Smoke Storm.

"We expect that the new ST model and the 1.0-liter EcoBoost will only serve to expand the Fiesta's share of millennial buyers," added McGovern. "The Fiesta ST will cater to a smaller but passionate group of young driving enthusiasts, while the three-cylinder EcoBoost will provide millennials with incredible gas mileage without sacrificing responsiveness."

About Ford of Londonderry:
Ford of Londonderry is a premier New Hampshire Ford dealer, serving those in nearby Derry, Concord, Nashua and Manchester. Ford of Londonderry has the extensive new and used Ford inventory New Hampshire drivers desire, with amazing prices and specials on all the latest models. They also have a skilled Ford service team that can handle any repairs or maintenance their customers need completed. You can preview their wide selection of Fords at www.fordoflondonderry.com, call them at 888-871- 1155, like them on Facebook at www.facebook.com/FordofLondonderry, or visit their Ford dealership at 33 Nashua Road in Londonderry, N.H.