This Should Make Utah Ford Drivers Happy

"Inspired by Color Casting Call" is a contest that was put on at Howard University in Washington

, D.C. The winner of the contest was awarded a three-day, two-night trip to see the BET Awards and was named Esosa Edosomwan. Her name is kind of weird, I know, but I think she's okay with that. In her words, she won the contest because her, "style is so weird; and it's definitely uniquely me." Salt Lake City Ford customers probably wish that this competition could have been done at the U of U. While Ford's specific intentions with this latest marketing tactic are unclear, it can be easily presumed that they are meant to spark some buzz. In fact, the "ezine" about the competition is located on a website created by Ford called fordurban.com.

Ford has taken some real risks in the development of the Fiesta, the first of which being the reinvention of a car that hasn't been sold in North America since 1980. Many believe that the Fiesta is following an urban trend while others find the gas mileage appealing, but Esosa seems to be drawn in by both aspects. As the city becomes more urban, Salt Lake City Ford customers will most likely enjoy the trend that Ford is following. "I'm a fashionista on a budget and I want something quality, but I want something that looks fabulous."

Esosa has something in common with another participant in the Fiesta movement named Tara Balogh-Niedermeier; they both have weird names. Tara jumped on the boat quite a bit sooner though, when she ordered her Ford Fiesta back in March. Though she had never driven or seen the car in person she put her trust in the fact that the car gets 40 MPH on the highway and has a hatch back that will make loading all her art supplies less of a chore. You see, Tara is an environmentalist, an art major and a supporter of American car-making. She fits a psychographic segment that many Salt Lake City Ford drivers fit into. Ford hopes to capitalize on that segment, but her segment isn't the only one that likes it.

The lasting success of the Ford Fiesta has yet to be known, but initial reports show a great deal of promise. Ford cars make up the lion's share of a recent thirty-percent increase in sales, which is a slight step away from Ford's usual focus on trucks. With the Crown Victoria leaving the Ford all Utah Ford dealerships, the Fiesta helps complete a diverse line-up and appeals to a broader audience. Marketing is all about finding a need and filling it. Ford is capitalizing on the trend towards shrinking car sizes and growing fuel efficiency without sacrificing their sense of style.

To quote Esosa Edosomwan even more, "I really believe that your car should be like an accessory. And I wanted to feel like someone could hear a really awesome soundtrack when they see me getting out of the car." Does your car fit your style or does it fit your wallet? Most people ask at least one of these questions, but the Ford Fiesta will allow Salt Lake City Ford owners to ask-and answer-both questions.

by: Sherry Johanson

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