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Ditch the gas guzzler?

Ford jumps back into sub-compact cars with revamped Fiesta

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July 14, 2010 - The yellow-blaze colored 2011 Ford Fiesta should attract plenty of attention.

But looks are not everything.

At almost 500 miles per tank of gasoline, the Ford Fiesta returned to the sub-compact market and tops the fuel efficiency of 24 hybrid vehicles currently on the market.

Alan Lavoisne was the first in the Ortonville area to pick up his hatchback Fiesta at Randy Wise Ford, 968 Ortonville Road on Tuesday and he couldn't be more excited to drive off in his car.

"I have been following the Fiesta since rumors first started appearing that it was coming to America," said Lavoisne.

Alan also saw the Fiesta at the International Auto Show. "My wife and I looked at the Fiesta at the annual auto show in Detroit and thought it was very cool," said Lavoisne. "It has great gas mileage and the technology in it is great," he added.

Lavoisne's purchase of a sub-compact may be part of a trend back to the smaller cars popular in the 1970s said Erich Merkle, president of Grand Rapids-based Autoconomy, LLC, has been working in the auto industry as an economic analyst and automobile sales forecast expert for more than 10 years.

"The market right now is somewhat split between the Baby Boomers who don't quite want to give up that SUV and their kids who are looking for affordability and fuel economy. Demographically, there are 68 million Generation Y out there, looking for cars just like the Ford Fiesta."

Merkle spent a week with the Fiesta and was very impressed with both the ride and function of the car.

"For the money it's perhaps the best sub-compact out there right now. Ford brought this car back at a great time."

The Fiesta features a best-in-class highway fuel economy of 40 mpg, some unique colors such as lime squeeze, bright magenta and yellow blaze.

The model also includes the Ford SYNC, integrating a driver's mobile phone with Fiesta's onboard, voice-activated communications; keyless entry; push button start; a fea-ture unique within the segment. Fiesta also features Ford's Easy Fuel capless fuel filler system, a North American industry-exclusive, as standard equipment.

Joe Carrier, general manager for Randy Wise Ford, said delivering the first vehicle to Alan and Ortonville streets was a pleasure.

"Customers have been eagerly awaiting the arrival of the first Fiestas to our dealership and for us to be involved in getting this new vehicle onto Michigan roads has just been great."

"Now they can see for themselves what the excitement is all about. Ford brought the car back after a few years. It's a great selling car."

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