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	<title>Not Robert Cumberford &#187; rally</title>
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	<description>A failed car designer tries to make sense of a flat design world.</description>
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		<title>How Ford&#8217;s getting it right with the Fiesta launch.</title>
		<link>http://blog.viacelli.com/2010/01/how-fords-getting-it-right-with-the-fiesta-launch/</link>
		<comments>http://blog.viacelli.com/2010/01/how-fords-getting-it-right-with-the-fiesta-launch/#comments</comments>
		<pubDate>Thu, 07 Jan 2010 20:35:32 +0000</pubDate>
		<dc:creator>Andrew</dc:creator>
				<category><![CDATA[Car design]]></category>
		<category><![CDATA[Design]]></category>
		<category><![CDATA[General ranting]]></category>
		<category><![CDATA[Fiesta]]></category>
		<category><![CDATA[Fiesta Movement]]></category>
		<category><![CDATA[Ford]]></category>
		<category><![CDATA[gymkhana]]></category>
		<category><![CDATA[ken block]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[rally]]></category>
		<category><![CDATA[WRC]]></category>

		<guid isPermaLink="false">http://blog.viacelli.com/?p=198</guid>
		<description><![CDATA[Ok, I&#8217;ve been critical in this blog and on Twitter for a while now about what I perceive as Ford&#8217;s missed opportunity with the Fiesta Movement. I&#8217;ve said that they dragged their feet too long with the US-spec car and lost their momentum. I&#8217;ve said they put too much chrome on the US-spec car (I [...]]]></description>
			<content:encoded><![CDATA[<p>Ok, I&#8217;ve been critical in this <a href="http://blog.viacelli.com/2009/10/is-ford-about-to-drop-the-ball-on-fiesta-movement/" target="_self">blog</a> and on Twitter for a while now about what I perceive as Ford&#8217;s missed opportunity with the <a title="fiesta movement" href="http://fiestamovement.com" target="_blank">Fiesta Movement</a>. I&#8217;ve said that they dragged their feet too long with the US-spec car and lost their momentum. I&#8217;ve said they put too much chrome on the US-spec car (I stand behind that), and I&#8217;ve said that what seemed like a brilliant and bold new-media marketing campaign might wither and die before the car had a chance to make it to market. A few things that have happened this week are starting to change my mind.</p>
<p>The first thing, and possibly most exciting, is that I received a call from the agency running Ford&#8217;s Fiesta Movement <em>Part Deux</em> telling me that my wife and I are in the running for it. I had breathlessly submitted an application about a month ago and promptly forgotten about it as everyone said that Ford was looking for younger &#8220;Agents&#8221;, so two thirty-something professionals who are about to have a baby wouldn&#8217;t really have a chance. I disagreed, and apparently so did the folks running the show, who think it could be cool. I hope so. I can only tell them that it would be an incredible opportunity to show the world that a tiny (by American standards) hatchback can make a great urban family car. I&#8217;ve been yelling it from the rooftops for years, so this would be my chance to walk the walk. The fact that both my wife and I are in design and marketing and that&#8217;s the crux of this &#8220;Movement&#8221; just adds to the excitement. Philly&#8217;s ad campaign for the Fiesta, designed by me for those people I think would love the car? Yes sir, that would be sweeter than pie.</p>
<p>The second thing is much less personally relevant, but something that I consider quite interesting. Amateur rally driver and DC shoes co-founder Ken &#8220;don&#8217;t call me Corky&#8221; Block and his flat-billed Monster Energy hat will be the first American ever to drive in the World Rally Championship next year, in, you guessed it, a Ford. Although he won&#8217;t won&#8217;t be driving a Fiesta in WRC (the Euro-spec Focus fills that role), he will be driving one in the X-games and, one can assume, in his next mega-viral, super-linktastic gymkhana video on YouTube (if you haven&#8217;t seen the first one, stop here, go to <a title="Gymkhana" href="http://http://www.youtube.com/watch?v=BkNzkutTiGs" target="_blank">this</a> link, and enjoy). Even though this development is a small one in the scheme of launching a new car, it shows me that someone at Ford might just &#8220;get&#8221; the position of the Fiesta after all. A cool hatchback that&#8217;s fun to drive and appeals to a niche segment of young urban drivers.</p>
<p>These two pieces of news give me hope for Ford&#8217;s small car. It might not be doomed by its own marketing, as has happened so many times before with small American cars (in a wonderfully self-fulfilling way for the manufacturers). If I get my hands on one for the next stage in the Fiesta Movement, well, I&#8217;ll be doing everything I can to make sure people know and understand, why I want this car so much and what I&#8217;ve been clamoring about for so long.</p>
<p>All I need now is that call back telling me we&#8217;re in. Don&#8217;t let me down Ford. I&#8217;ve been yelling for years about how the US needs good, fun, hatchbacks, please give me the forum and the megaphone to speak to a larger audience.</p>
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