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Tuesday, 20 April, 2010 1:06 AM

2011 Ford Fiesta to receive 40 mpg on the highway

DETROIT -- The all-new sixth generation Ford Fiesta is already a hot seller in Europe and now it is coming to America in the fall. It was highlighted at the recent SAE Detroit Section Meeting last Wednesday at Cobo Center as part of the SAE World Congress. The Fiesta is expected to receive 40 mpg on the highway and about 30 mpg in the city. It will run completely on gasoline, no hybrid or electric model will be available anytime in the near future.

The 2011 Fiesta comes with heated leather seats, seven seating options, a push-button start and remote keyless entry and starting system. Additional features of the vehicle include intelligent access, a 4-inch multi-function display, soft-touch ambient lighting, power, heated exterior side view and mirrors with turn-signal side markers.

"Fiesta really embodies the true spirit of Ford," said Paul Mascarenas, vice president of engineering of global product development for Ford Motor Co. "Our goal is profitable growth for all. Fiesta was first introduced in Europe in 1976. This has been hitting home runs for small cars ever since. It perfectly represents our brand values of quality, green, safe and smart. Fiesta has a proven track record of over 675,000 vehicles already sold in Europe. We have very positive indications of our upcoming North American sales."

Other features of the all-new Fiesta are integrated LED turn signals, quad headlamps, LED parking lamps, an Easyfuel capless fuel filler, seven airbags including a knee airbag, Ti-VCT technology and a 6-speed automatic transmission.

"The new Fiesta is a different kind of B-segment car," said Steve Pintar, chief program engineer of the Ford Fiesta. "Fiesta was designed and engineered to be a market leader. We decided to set our own standard and let the rest of the market see how their products compare. In many circumstances, a small car's low cost was the only reason a customer was buying the vehicle. Fiesta changes all that. It does carry a competitive price tag, but Fiesta also delivers exceptional performance, comfort, handling and efficiency."

According to research presented by Ford Motor Co., 23 million small cars were sold around the world in 2002. That number is expected to increase to 38 million by 2012. Ford believes the new Fiesta will be a hot seller right out of the gates.

"It's game-changing technology makes its significantly more fuel efficient than a conventional automatic transmission," said Craig Renneker, chief engineer of new automatic and North American manual transmission for Ford Motor Co. "It's exciting because it delivers precise shifts and a connected feel that makes Fiesta truly fun to drive. Unlike a conventional automatic transmission, there's no pump, no torque converter, no hydraulic system and no external cooling lines. The unit's completely sealed for life, good for 10 years, 150,000 miles."

Ford Motor Co. believes the Fiesta is the perfect vehicle for the millennial customer. These are customers between the ages of 15 and 30. Millennials represent 70 million people in the U.S. Only nine percent of Millennials consider a Ford since most purchase import vehicles for their first car.

"Fiesta delivers cross-leading fuel economy, is made from 25 percent recycled material and a head lamp made from 50 percent recycled material," Mascarenas added. "Fiesta is 85 percent recyclable overall. Fiesta is one of Ford's most exciting products. These cars really are fun to drive and so great to sit in. With exceptional quietness and comfort and convenience of a second home on wheels."

There are several factors affecting vehicle sales in America. According to Ford, there is a growing quest for meaning and happiness in our lives, a quest for more entertainment, experience and escape. The automaker also considers the economic uncertainty and the credit crunch as major factors why people aren't buying new vehicles right now.

"We equipped Fiesta with a feature called active nibble cancellation," Pintar added. "The same electric motor that provides steering, also counteracts vibration caused by wheel imbalance so you don't feel it at the steering wheel. The North American Fiesta shares all of the European Fiesta's road holding and handling dynamics."

The 2011 Fiesta was marketed in a very unique way. Instead of purchasing full-page ads in newspapers and magazines, the automaker turned to social media. Ford allowed hundreds of people to drive the new Fiesta for a period of six months. Those participants were required to talk about their experience on Facebook, Twitter, Myspace and other sites.

For more information on the SAE Detroit section, visit www.sae-detroit.org.

PHOTO BY JASON RZUCIDLO / AMERICAJR.com

Representatives from SAE Detroit and Ford Motor Co. stand next to the 2011 Ford Fiesta.

PHOTO BY JASON RZUCIDLO / ©AMERICAJR.com

PHOTO BY JASON RZUCIDLO / ©AMERICAJR.com

Paul Mascarenas is the Vice President of Engineering of Global Product Development for Ford Motor Co.

PHOTO BY JASON RZUCIDLO / ©AMERICAJR.com

Steve Pintar is the Chief Program Engineer of the Ford Fiesta.

PHOTO BY JASON RZUCIDLO / AMERICAJR.com

Craig Renneker is the Chief Engineer of New Automatic and North American Manual Transmissions for Ford Motor Co.