Fresnan helps Ford relaunch its Fiesta
Angela Arrington's 1995 Mitsubishi Mirage was just about on its last legs, but the 21-year-old Fresno student doesn't have to worry about wheels for at least six months.
Arrington was chosen by Ford Motor Company as one of 100 across the country to serve as "agents" in the "Fiesta Movement," the company's quest to reintroduce its subcompact front-wheel-drive Fiesta in the United States.
"What Ford wants the agents to do is show people the Ford Fiesta and talk about how small cars are still fun," Arrington said.
You may remember the Ford Fiesta (1978 model, at left) from its short-lived stint in the U.S. about 30 years ago. It was an unimpressive little car, small and boxy, and was available here between 1978 and 1980, when it was replaced in America by the Ford Escort. But the Fiesta remained popular in Britain, going through an evolution of several generations, each becoming more stylish.
It's come a long way, baby. Arrington's demo Fiesta (at right, in front of a mural in Los Angeles) is hardly boxy. It's -- well, it's "cute" -- and with its lime-green color and garish pink flower decals, it stands out in a crowd.
Nancy Limon, a publicist for Ford's Fiesta Movement, said the company hopes to tap into the popularity of social networking for what seems like a guerrilla marketing campaign. By tapping a cadre of young people who are well-versed in the ways of blogging, Facebook, Twitter and more, Limon said, Ford is looking for the agents to stir up an online buzz about the car in advance of its return to showroom floors next year.
Limon said the Fiestas being used by Arrington and other agents are the European model of the car, since the American version has yet to be produced. The car has also been launched in Europe and in Asia.
Arrington and the other agents get the use of the car for six months and a gas card to keep it fueled up. But it's strictly a volunteer gig: the agents are not paid, even when Ford assigns them monthly "missions" that may at times send them on cross-country treks.
"We're confident enough in the car that we want to let them talk uncensored," Limon said.
So far, Arrington's pleased with her Fiesta, which she has dubbed "ChickPea" for its vivid color.
"Oh yeah, it's a lot of fun," Arrington said. "Every day I drive, someone asks questions and I hand out cards so they can follow the movement. I even get questions at gas stations when I'm filling it up."
"The theme for this month's mission is travel, so I'm going around to different Fresno landmarks and tourist attractions," Arrington said. She's also taken the car to Los Angeles, posting pictures on her Flickr page, and to Kings Canyon National Park, where she shot part of a video documenting the mission.
"I don't necessarily want to go cross country, but I've never seen the Grand Canyon," Arrington added. "I hope I get to go see it before I have to give the car back."
If you want to keep tabs on Arrington's Fiesta mission, you can follow her on her personal blog, or on Facebook, Twitter, YouTube or Flickr.

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