The Fiesta has moved over 500,000 units globally using the same underpinnings as the Mazda. But it hasn't been offered in the U.S. since 1980--a span of almost three decades. To reinvigorate interest in the new model, Ford launched a marketing drive of epic proportions 11 months in advance of the car's release. Putting 100 test cars in the hands of "socially vibrant" drivers, Ford encouraged the experimentees to Tweet, blog and make YouTube videos about their four-wheeled experiences, resulting in a veritable onslaught of viral buzz.
So what's all that creative marketing attempting to sell? Actually, some pretty advanced mechanics. Available in four-door sedan or five-door hatchback layouts, the Fiesta is powered by a 1.6-liter inline 4 that produces 119 hp and 109 lb-ft of torque. The variable timing on each of the powerplant's dual overhead camshafts works independently, and cast aluminum engine components aid weight savings. A five-speed manual gearbox is standard equipment, though performance enthusiasts might be tempted by the dual-clutch PowerShift six-speed automatic, which works more efficiently than a traditional torque converter-equipped box. In fact, when coupled with the SFE package, the automatic offers projected fuel economy numbers of 30 mpg city, 40 highway (3 and 2.5 gallons per 100 miles)--the latter of which matches the figure produced by the Mazda2's smaller, 1.5 liter engine. More than 50 percent of the Fiesta's chassis uses high-strength or ultra high-strength steel. In adapting the structure to meet U.S. safety requirements, the Fiesta benefited from 10 percent quieter interior sound levels and tighter door fits.
A few oddly named features serve to enhance efficiency. For instance, Ford says its new Front End Accessory Drive belt has "stretchy dynamics"--no joke--which eliminates the need for a tensioner and increases fuel economy while decreasing service intervals. Ford also refers to another feature as "Active Nibble Cancellation," which senses wheel shimmies and compensates for rotational oscillations caused by uneven brake rotor wear or imbalanced wheels.
